Effervescent health: P&G launches VÖOST Vitamins in major retailers in Singapore
With seven SKUs comprising of single vitamins to multi-ingredient supplements, the products are sold in major pharmacies, supermarkets and e-commerce retailers in the country.
The products include vitamins B, C, collagen, magnesium, multivitamin, energy and muscle performance focusing on supporting immunity, nervous system health, to overall wellness.
In Australia where it was first established in 2013, VÖOST sells more than 15 SKUs in major retailers as well as on its website.
Health is priority
“The pandemic has made consumers overall more cognizant of their health and wellness. (We see this in) Singaporeans expressing a strong need for solutions to support their health, and we are seeing a trend towards products that are easier to consume, fits into the consumers lifestyle and are 'better for you',” said Aditya Gupta, regional senior brand director of consumer health at P&G.
“Vitamins are essential for many of our Singaporean consumers. We all have a busy and active lifestyle habit of eating out so it's good to ensure that all of us get healthy and balanced nutrients in our daily diet."
Gupta said the supplement range caters to multiple consumers ranging from health-conscious shoppers, those with an active and fitness-heavy lifestyle, family shoppers who are focused on ensuring good health for themselves and the family, as well as busy professionals.
Simple, convenient, attractive
As an effervescent tablet, the firm recommends dissolving the tablet in 200mL of water.
“Taking it with water also helps with hydration. Many consumers say they are very convenient, especially if they have a busy schedule.”
Beyond the simple preparation step, VÖOST offers preservative-free and some no added sugar and vegan variants.
Of the seven SKUs in Singapore, only the multivitamin and collagen are not suitable for vegans and vegetarians. The multivitamin contains an animal by-product due to the vitamin D3 content extracted from lanolin. For collagen, it is derived from seafood.
In addition, the VÖOST range also features attractive consumer-friendly packaging to make it easier for consumers to identify and shop online or offline. The supplements are indicated with their active ingredient in alphabetical orders, intended to make the entire experience smooth from shopping to consumption.
According to Gupta: “It has high affinity amongst millennials, with its distinctive packaging, and many sought after attributes like great taste.”
In Singapore, VÖOST is working on growing brand awareness through Instagram and Youtube advertisements.
“We also work with some KOLs to build brand awareness. We aim for authentic word of mouth from consumers and opinion leaders, that people feel are more genuine,” Gupta added.
The brand is also hoping to expand the product range and evaluating more sales channels.
“Our intention is to ensure that we provide the product to where consumers and shoppers are looking for the product. And as more opportunities keep coming up, we will be evaluating more listings.”
In Singapore, the VÖOST website is currently only a site for product information and products are not sold there.
A new tool is in the works on the website which will provide options where consumers can indicate their lifestyle and taste preferences, and users are then recommended a product accordingly.
VÖOST’s supplements are manufactured in Germany, and also available in Hong Kong as well as the UK.