Benefits Of Vitamin Supplements On The Australian Market ( Cfa Institute, 2012 )

1464 Words Nov 29th, 2016 6 Pages
Competitive analysis (Joyce)
There are various companies provides vitamin supplements in the Australian market (CFA Institute, 2012). The main Dietary supplement provider companies in the market are Swisse, Blackmore, Cenovis, Nature’s Way, Berocca etc. Summarising the Multivitamin Satisfaction Ratings by Canstar Blue from 2011 to 2016, nationally, the top 5 brands are Blackmores (16.2%), Swisse (13.6%), Healthy Care (9.7%), Natures Own (5.9%) and Natures Way (4.1%). Fish oil segment is the top 1 ranked segments of sales in the total market. Swisse’s main competitors in fish oil segment are Blackmores, Nature’s way, Healthy care. The table below indicates the rank of the top 5 brands and the top 5 products. the top 5 brands the top 5 products
1.
Blackmores
16.2%
Blackmores Fish Oil O/L 100mg 500
2.
Swisse
13.6%
Blackmores Omega Triple Amber Pk 150
3.
Healthy Care
9.7%
Healthy care Wild Krill Oil 100mg 60
4.
Natures Own
5.9%
Swisse U/B Wild Fish O/L 1000mg 400
5.
Natures Way
4.1
Blackmores Fish Oil O/L Amber Pk 1000mg 400

Blackmores
The principle competitor that had capacities and financial strength with Swisse is Blackmores. Blackmores is also one of Australia’s leading natural health companies which are based on the naturopath. The company was founded by Maurice Blackmore in 1977 and gradually becomes one of the most trusted names in natural health. Blackmores is focused on offering high quality natural healthcare products and services to meet customers’ expectation. In…

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