Executive Summary

Oct 2019
Impact of delicate economic balance and constrained consumer spending power evident across the market

Fragile stability in terms of the country’s currency – the Azerbaijani manat is unofficially fixed to the US dollar – and gradual economic recovery with expected 2.5% GDP growth, brought benefits to the consumer health industry in 2019.

Azerbaijani consumers value quality, herbal/traditional products perceived as less potentially harmful

Consumers increased their purchases of pharmaceuticals in 2019, as they increasingly demonstrated a preventative approach to health care. A trend towards adoption of European beauty standards was also evident in the market.

Consumers like international products’ quality, but local products’ prices

The consumer health environment in Azerbaijan is saturated. The industry is populated by both local and international brands.

Drugstores/parapharmacies remain dominant due to strict controls

More modern healthcare specialist retailers, primarily drugstores/parapharmacies, consolidated their leading positions at the expense of chemists/pharmacies in 2019. The extensive penetration of parapharmacies is supported by the Ministry of Health’s stricter controls on outlets selling medicines in Azerbaijan.

Preventative measure and general health trend set to influence market performance, underpinned by economic and demographic factors

The performance of the consumer health market in Azerbaijan is expected to reflect the growing trend among consumers towards a preventative approach to healthcare in the country. Mandatory price regulation is predicted to affect the competitive landscape by making it less viable for brands/products with premium claims to operate in the country.

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Consumer Health in Azerbaijan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Azerbaijan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Azerbaijan, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Consumer Health in Azerbaijan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Azerbaijan?
  • What are the major brands in Azerbaijan?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Azerbaijan

EXECUTIVE SUMMARY

Impact of delicate economic balance and constrained consumer spending power evident across the market
Azerbaijani consumers value quality, herbal/traditional products perceived as less potentially harmful
Consumers like international products’ quality, but local products’ prices
Drugstores/parapharmacies remain dominant due to strict controls
Preventative measure and general health trend set to influence market performance, underpinned by economic and demographic factors

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Azerbaijan

HEADLINES

PROSPECTS

Increased tendency to self-medicate contributes to analgesics’ performance
Consumers focus on essentials and their children as spending power weakens
Drugstores/parapharmacies remains the dominant retail channel for analgesics

COMPETITIVE LANDSCAPE

Price a key factor in choice, multinationals’ products perceived as more effective
Paediatric Panadol benefits from brand strength of parental concerns
New introductions appeal only in short term

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Azerbaijan

HEADLINES

PROSPECTS

Consumers increasingly confident in use of cough, cold and allergy remedies, but seasonality remains
Price controls influence category’s performance
Environmental factors underpin demand for antihistamines

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare sees share gain, with strong portfolio and quality
Importance of child-specific offerings benefits Bayer
More modern offerings set to appeal with perceived greater effectiveness

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Azerbaijan

HEADLINES

PROSPECTS

Consumer spending power influences performance of dermatologicals in 2019
Nature of local cuisine contributes to demand for haemorrhoid treatments
Trend towards self-medication to generate further growth in coming years

COMPETITIVE LANDSCAPE

Lorinden from Jelfa SA enjoys position as first aid kit essential
Lower prices benefit Terfalin, Exzoderil and Triderm
Expanding ranges and promotional strategies boost haemorrhoid treatments and vaginal antifungals

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Azerbaijan

HEADLINES

PROSPECTS

Growing awareness and preventative healthcare trend boost demand
Use of antibiotics contributes to probiotics’ growth
Drugstores/parapharmacies set to gain share

COMPETITIVE LANDSCAPE

Adult use of Linex boosted by popularity for use by babies
Magnesium supplements environment sees increasing competition
Children represent increasingly important target group

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Azerbaijan

HEADLINES

PROSPECTS

Traditional cuisine and lifestyle changes underpin demand
On-the-go food consumption and poor eating habits increase flatulence
Drugstores/parapharmacies remains dominant channel for distribution of digestive remedies

COMPETITIVE LANDSCAPE

More effective products appeal to consumers despite higher prices
Imports key to the category’s existence
Local players’ position set to remain limited

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Azerbaijan

HEADLINES

PROSPECTS

Herbal/traditional products benefit from more natural, less potentially harmful positioning
Competitive pricing also represents an advantage
Chemists/pharmacies channel sees share rise through choice and convenience

COMPETITIVE LANDSCAPE

Category sees limited advertising support, Herbapol Krakow SA maintains lead
Numerous smaller players see combined share gain as consumers face constrained spending power
Products at lower prices offer considerable potential in coming years

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Azerbaijan

HEADLINES

PROSPECTS

Paediatric consumer health benefits from parental willingness to spend on their children, and increasing incidence of allergies
Paediatric vitamins and dietary supplements benefit from trend towards prevention
Falling birth rate set to impact growth potential

COMPETITIVE LANDSCAPE

Advertising proves key contributor to performance
Krka dd Novo Mesto strong in paediatric vitamins and dietary supplements
International products perceived as offering high quality

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Azerbaijan

HEADLINES

PROSPECTS

Health trend and popularity of sports contribute to sports nutrition growth in 2019
Number of brands set to increase in coming years
Sports centres and gyms increase promotional activities

COMPETITIVE LANDSCAPE

Optimum Nutrition Inc leads, sees slight share gain in fragmented environment
Sports nutrition environment highly fragmented

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Azerbaijan

HEADLINES

PROSPECTS

Preventative healthcare strategies boost demand for vitamins
Multivitamins benefit from convenience of single dose
Consumer demand for convenience leads to expansion of parapharmacies

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare surges ahead with consolidation strategy, and brand acquisition from Pfizer
Vitamin B products popular, but lower-priced offerings have to compete with multivitamins
Consumers put faith in renowned brand name quality

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Azerbaijan

HEADLINES

PROSPECTS

European beauty trends contribute to growth, but pricing remains a barrier
Increased adoption of diet and exercise may constrain demand
Increased availability through modern outlets boosts awareness

COMPETITIVE LANDSCAPE

Leaders’ shares fall as consumers switch to cheaper alternatives
Consumers demonstrate trust in local products of known provenance
Chinese products suffer adverse publicity

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Azerbaijan

HEADLINES

PROSPECTS

Reduced spending power impacts wound care growth in 2019
New products with specific positioning offer added convenience
Parapharmacies/drugstores channel consolidates distribution dominance

COMPETITIVE LANDSCAPE

Shares relatively static, with only Veropharm seeing a notable shift
International companies dominate, but local player may gain share as spending power falls
Limited product development, but advertising and promotion increases

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024