Weak purchasing power following the devaluation of the local currency in 2016 led to Azerbaijani consumers becoming more rational in their purchasing decisions towards the end of the review period. Consequently, categories including products considered particularly essential saw better growth rates in 2019.
Adult combination analgesics and paediatric analgesics saw the most dynamic performances in 2019. This was underpinned by the essential nature of these products, and the parental desire to take the greatest possible care of their children.
As with other OTC consumer health product types, analgesics can only be distributed through healthcare specialist retailers approved and accredited by the relevant state regulatory bodies. As a result, drugstores/parapharmacies continued to represent the leading distribution channel for analgesics in 2019.
With increased consumer awareness and continuous advertising, the shares held by multinationals continued to grow in 2019. Multinationals’ products are widely perceived as being more effective and of higher quality, and thus see continued demand.
Highly advertised paediatric Panadol saw notable growth in 2019. In their desire to provide the best for their infants and children, consumers seek quality products in paediatric categories.
Due to the strong consumer loyalty towards established brands, such as Spazmalgon, Tempalgin and Paracetamol, new brands invest in marketing and promotion through pharma channels, including drugstores/parapharmacies and chemists/pharmacists, as well as medical institutions. One of the most promoted new launches in analgesics towards the end of the review period was Spazmblok by Adipharm.
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This industry report originates from Passport, our Consumer Health market research database.