Consumer Health in Azerbaijan

Consumer Health in Azerbaijan

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 to boost growth of analgesics in 2020 but effects will be temporary

Imported brands continue to dominate analgesics in 2020

Russian and Belarusian brands continue to dominate the economy price segment

RECOVERY AND OPPORTUNITIES

Demand set to stabilise rapidly in the forecast period

Chemists/pharmacies continue to lose value share to drugstores/parapharmacies as restrictions tighten

Increased tendency to self-medicate contributes to analgesics’ performance

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

Elevated demand as COVID-19 symptoms are similar to seasonal colds

Theraflu drives success for GSK Consumer Healthcare

Turkish products provide good value for money

RECOVERY AND OPPORTUNITIES

Combination products benefit from trend for convenience as consumer education drives growth in paediatric cough, cold and allergy remedies

Antihistamines/allergy remedies set to grow as consumers become more aware of allergies

Category to remain fragmented but successful as consumers grow more confident with self-medication

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Modest growth as consumer attention drawn to other product areas that address COVID-19 symptoms

Sanofi’s success driven by appeal of its No-spa Forte brand

Imodium is set to lead sales in digestive remedies, benefiting from high brand awareness

RECOVERY AND OPPORTUNITIES

Conservative habits and traditional cuisine behind the popularity of H2 blockers and antacids

Fast food lifestyles to drive growth of antiflatulents and antacids

Digestive remedies to remain dominated by international players as local companies struggle to compete

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Local production held up by Leyner Melhemi in 2020 as international brands prosper

Nizoral set to maintain high visibility in 2020 as Bepanthen continues to grow through word of mouth

Local cuisine and lifestyle trends contribute to continued demand for haemorrhoid treatments

RECOVERY AND OPPORTUNITIES

Nappy (diaper) rash treatment to lead growth in dermatologicals as growing awareness boosts cold sore treatments

Vaginal antifungals set to grow as offering broadens

Trend towards self-medication to generate further growth in coming years

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

Wound Care in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Brand loyalty is low in wound care as consumers prioritise functionality and price

Turkish brands appeal to consumers due to low prices

Drugstores/parapharmacies consolidates distribution dominance

RECOVERY AND OPPORTUNITIES

Category offers little potential for growth as it reaches saturation

Changing lifestyles could add some momentum to wound care

Lack of anticipated activity could lead wound care to stagnate

CATEGORY DATA

Table 35 Sales of Wound Care by Category: Value 2015-2020
Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Vitamins set to benefit from preventative qualities in the face of global pandemic

Fragmented category continues to be led by international heavyweights

Local players absent from competitive landscape in vitamins

RECOVERY AND OPPORTUNITIES

Single vitamins outperform multivitamins on the back of increased consumer education

High brand awareness of international companies will remain an obstacle for domestic manufacturing

Hectic lifestyles determine direction of vitamins as drugstores and parapharmacies set to lead distribution

CATEGORY DATA

Table 41 Sales of Vitamins by Category: Value 2015-2020
Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Dietary supplements set to benefit from increased focus on health and immunity in 2020

Local players struggle to make an impact in dietary supplements as Turkish brands corner the economy-medium price segment

Hectic lifestyle and COVID-19 fears drive popularity of B group combination dietary supplements

RECOVERY AND OPPORTUNITIES

Increasing awareness of health and wellness in Azerbaijan spells good news for dietary supplements

Economic uncertainty following COVID-19 may hamper sales going forward

Parents’ concern for their children’s health will drive growth in the forecast period

CATEGORY DATA

Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Largely unaffected by COVID-19, weight management and wellbeing continues to benefit from global beauty standards

Convenience and simplicity drives success for local producers who will continue to benefit from the tea trend

Herba-Flora faces increasing pressure from cheaper products

RECOVERY AND OPPORTUNITIES

Category under pressure as consumers increasingly prefer a more holistic approach to weight management and wellbeing

Competitive landscape to remain static as efficacy of products is questioned

Drugstores/parapharmacies will dominate sales as direct sellers lose their appeal

CATEGORY DATA

Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 gym closures set to constrain growth in 2020

Sports nutrition remains fragmented with no clear leaders as the category is driven by international brands

Optimum nutrition’s lead supported by innovation as it sees its loyal consumer bas expand

RECOVERY AND OPPORTUNITIES

Increasing number of gym-goers to drive success of sports nutrition following COVID-19

Increasing promotional activities in gyms will drive sales in sports nutrition as distribution is set to diversify

Category set to diversify in coming years as new products and brands enter the mix

CATEGORY DATA

Table 61 Sales of Sports Nutrition by Category: Value 2015-2020
Table 62 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 64 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 65 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 66 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Category growth constrained by COVID-19 as consumers turn to pharmaceutical solutions

International and local brands alike struggle for attention in a saturated and fragmented category

Herbapol to maintain lead as Evalar enters the mix

RECOVERY AND OPPORTUNITIES

Inflation drives growth in herbal/traditional products as products not related to boosting immunity against COVID-19 continue to grow

Economic uncertainty could drive consumers towards cheaper products

Efficacy valued over natural benefits as consumers turn to more modern solutions

CATEGORY DATA

Table 67 Sales of Herbal/Traditional Products: Value 2015-2020
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 69 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 70 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

Paediatric Consumer Health in Azerbaijan

KEY DATA FINDINGS

2020 IMPACT

Paediatric consumer health proves resilient to COVID-19 turmoil as consumers are less likely to compromise when it comes to their children

Bepanthen’s success story to continue as international products maintain dominance in Azerbaijan

Syrups seen as the best systemic analgesics for children as Nurofen grows in popularity

RECOVERY AND OPPORTUNITIES

Nappy (diaper) rash treatments drive growth in this category even as birth rate falls

Paediatric Ibuprofen and paediatric vitamins and dietary supplements set to grow in the aftermath of COVID-19

Competition set to grow and category to diversify as advertising becomes key contributor to performance

CATEGORY DATA

Table 73 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 74 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 75 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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