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Consumer Health in
Belarus

Country Report

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Executive Summary

Sep 2019
Belarusian lifestyle changes boost consumer health

Consumer health in Belarus continued to record strong single-digit value growth in 2019, driven by the most dynamic categories, such as sports nutrition. Growing consumer-awareness, increasing gym membership and the healthy lifestyle trend resulted in strong growth for this category.

The Belarusian government remains a strong influence in consumer health’s performance

The government continues to regulate healthcare in Belarus. It stimulates innovation and attempts to increase the share of domestically manufactured affordable drugs.

The government encourages a more even playing field, while price-sensitivity remains rife

The Belarusian consumer health market remains highly regulated by the government. In order to increase transparency and encourage a wider assortment of products through a greater presence of foreign brands, the government is making attempts to simplify the registration of drugs in Belarus.

Chemists/pharmacies remains the go-to channel, while non-drug categories make inroads in modern grocery retailers

In 2019, chemists/pharmacies remained the major distribution channel for consumer health. The government continues to prohibit sales of OTC drugs and vitamins through the internet and other retail channels.

Domestic generic options will remain popular amid strong price-sensitivity

Consumer health is likely to post moderate current value growth over the forecast period, but the rate will be less than that recorded over the review period albeit generally remain above inflation. With the state continuing to promote the substitution of import drugs in Belarus, a large number of locally made generics will continue to appear every year.

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Consumer Health in Belarus

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Belarus 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 Belarus, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belarus for free:

The Consumer Health in Belarus 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 Belarus?
  • What are the major brands in Belarus?
  • 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 Belarus

EXECUTIVE SUMMARY

Belarusian lifestyle changes boost consumer health
The Belarusian government remains a strong influence in consumer health’s performance
The government encourages a more even playing field, while price-sensitivity remains rife
Chemists/pharmacies remains the go-to channel, while non-drug categories make inroads in modern grocery retailers
Domestic generic options will remain popular amid strong price-sensitivity

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
Summary 1 OTC to Rx: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Belarus

HEADLINES

PROSPECTS

Analgesics relies on price increases for value growth
Self-treatment is high though product-awareness is low
Local and inexpensive products will benefit from price-cautious consumers

COMPETITIVE LANDSCAPE

Domestic analgesics have the edge
Achieving a regular store presence is key amid heated competition
Saturation makes further significant product launches unlikely

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 Belarus

HEADLINES

PROSPECTS

Environmental and lifestyle factors push sales growth
Belarusians look for a quicker recovery
Consumers prefer to self-medicate, supported by advertising and product availability

COMPETITIVE LANDSCAPE

Strong presence and affordable price are key for success
TV advertising is seasonally primed
New product developments are led by local players

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 Belarus

HEADLINES

PROSPECTS

Greater consciousness of one’s appearance boosts sales
Rapid relief is the target, with advertisements influential in self-treatment
Unhealthy lifestyles prompt further demand for dermatologicals

COMPETITIVE LANDSCAPE

Some category concentration is evident among the leaders
Frugality among consumers persists, with local generics benefiting
Rising disposable incomes could negate competition from cheaper goods

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 Belarus

HEADLINES

PROSPECTS

Frugal consumers prioritise the essentials, leaving dietary supplements off the list
Rising awareness does not seem enough to offset continued decline
Sales are limited by narrow distribution, small promotion and healthier diets

COMPETITIVE LANDSCAPE

Foreign players generate the most sales, led by an active Oriflame
Direct selling gains share from chemists/pharmacies
Non-herbal/traditional dietary supplements grow thanks to their specific benefits

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 Belarus

HEADLINES

PROSPECTS

Population, dietary and work factors all favour sales growth
Consumers’ hectic schedules fuel demand for digestive remedies
Lifestyle improvements could reduce demand for digestive remedies

COMPETITIVE LANDSCAPE

Signs of consolidation among the leading players
Intense competition demands significant advertising
Cheap local alternatives grow in abundance

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 Belarus

HEADLINES

PROSPECTS

Positive image stimulates high sales growth
For now, standard remedies are generally preferred for their faster effects
While distribution is limited by law, the health trend is favouring sales

COMPETITIVE LANDSCAPE

Foreign products are commanding the higher value shares
Competition to heat up between herbal/traditional products and standard medicine
Cheaper varieties are on the rise as consumer frugality remains

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 Belarus

HEADLINES

PROSPECTS

Treating children’s coughs and colds is the main sales generator, but the low birth rate is a concern
Physicians play a key role in sales
Free medicine for infants hampers the category

COMPETITIVE LANDSCAPE

Sales are led by foreign companies in a small category
Parents are more likely to pay for the best in paediatric consumer health
A narrow scope of offerings leads parents to rely on non-child-specific medicine

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 Belarus

HEADLINES

PROSPECTS

Better consumer understanding gives sales a sporting chance
More Belarusians are actively seeking to be healthier and fitter
Modern retail channels extend distribution, but there are challenges to growth

COMPETITIVE LANDSCAPE

Cost-conscious consumers opt more for the lower-priced versions
Competition remains high, with retailers trying to keep sports nutrition affordable
Distribution improves for sports non-protein products, while players innovate

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 Belarus

HEADLINES

PROSPECTS

Highly priced and considered non-essential, vitamins is a category in decline
Multivitamins outperform single vitamins thanks to greater consumer-awareness
Sales are hindered by lack of education

COMPETITIVE LANDSCAPE

Competition strengthens in multivitamins
Companies are trying harder to squeeze value from vitamins
Economising sees Belarusian trade down to cheaper vitamins

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 Belarus

HEADLINES

PROSPECTS

Self-conscious Belarusians are fuelling sales
The category’s convenience fits well with hectic schedules
Unhealthy lifestyles make the products an attractive solution – in the short term

COMPETITIVE LANDSCAPE

International players dominate a fairly expensive category
Interesting innovation enriches the category
Alternative products pose a threat to sales

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 Belarus

HEADLINES

PROSPECTS

Wound care recovers further in 2019, buoyed by a richer variety
First aid kits are reliant on car-related sales
Spring and summer are when wound care gets the biggest cut

COMPETITIVE LANDSCAPE

Good distribution and product variety are yielding growth for importers
Price is still consumers’ main priority for wound care
Modern grocery retailers also has wound care covered

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