The VMS category in Mexico is perceived as a way to help reaching well-being through energy enhancement, physical state improvement and emotional well-being.
Mexican lifestyle drives the need for increasing energy, stop free radicals and supplement bad diet habits. The consumer tend to classify these products by benefit as they have a good knowledge of what ingredients they have to take.
Consumers make a clear difference between natural and pharmaceutical products as a consequence it exist a clear target for both: multivitamins and natural supplements.
The multivitamins segment is mature, well-developed and highly competitive, whereas the natural supplements segment is mostly composed of unbranded and small manufacturers.
In the natural supplements segments, there are only 2 players with high awareness.
The consumer who is in charge of the purchase and who is the main user of these products are women.