Consumer Health in Belarus

Consumer Health in Belarus

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

Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Belarus

KEY DATA FINDINGS

2020 IMPACT

State limits sales of acetaminophen due to shortages caused by stockpiling

Healthy living Belarusians expected to turn to natural remedies over the prolonged use of analgesics

State-owned domestic player, Borisovskiy Zavod Meditsinkikh Preparatov, maintains competitive advantage

RECOVERY AND OPPORTUNITIES

Opportunities for domestic brands to gain shares with expanded portfolios

Adult combined analgesics shows scope for development in the time of COVID-19 and beyond

Topical analgesics/anaesthetic not to be overlooked, as competition between players remains strong

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 stimulates sales of cough and cold remedies, with consumers seeing Rx drugs as the most effective

Allergy remedies sees lower growth due to weather factors, people staying indoors, and the higher prevalence of combination drugs

Domestic player Lekpharm maintains lead, while global players take a backseat and use TV advertising to stay in the game

RECOVERY AND OPPORTUNITIES

Players to benefit from observing consumer lifestyle trends and offering products to suit demand

Multi-media advertising to strengthen brand awareness in competitive category

Domestic players look set to forge ahead with new product developments to keep local competition strong

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Overeating in self-isolation adds to growing obesity level and strengthens need for digestive remedies

Health-aware Belarusians cooking immune-boosting food at home, lessening the need for digestive remedies

Strong competition in digestive remedies, with both global and local brands gaining advantages

RECOVERY AND OPPORTUNITIES

Domestic companies see opportunities in volume sales thanks to more affordable products

Potential hybrid products between digestive remedies and dietary supplements to cater to a more health-conscious audience

Traditional digestive remedies to see ongoing demand due to levels of obesity in country

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Limited movement to public places due to COVID-19 suppresses sales

Antipruritics and haemorrhoid treatments benefit from excessive handwashing and consumers spending more sedentary time at home

Borisovskiy Zavod Meditsinkikh Preparatov maintains its company lead as competition heats up between brands after players disappear

RECOVERY AND OPPORTUNITIES

Antipruritics and nappy (diaper) rash treatments (marketed as antipruritics) see scope for growth

Advertising to heighten brand awareness particularly important in this highly competitive category

Players advised to follow consumer lifestyle trends in relation to popular and declining products

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Obligatory first aid kits for cars continue to keep sales strong, as plasters remain in demand due to relaxed isolation measures

Consumers switching from gyms to running and cycling will balance out any dip in sales seen

Leading players maintain top spots, as premium wound care trend emerges

RECOVERY AND OPPORTUNITIES

Players use eye-catching colours to make their economy packs of plasters stand out on the shelves

Domestic competition to heat up in premium wound care

Opportunities in first aid kits continue to drive innovation

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Multivitamins maintains popularity for its immune-boosting benefits

Stockpiling spike could see muted sales for remainder of year, before vitamins bounces back

GSK Consumer Healthcare maintains lead, despite losing shares to previous top player Recordati SpA

RECOVERY AND OPPORTUNITIES

Strong competition expected in multivitamins, with some smaller brands set to go under if they cannot continue to meet high demand

New product developments expected in vitamin D, as the supplement is an ideal addition for the time of COVID-19

Affordability continues to be a major driver as consumers seek value for money

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Dietary supplements sees boost from COVID-19 as consumers seek immune-strengthening products

Players face opportunities in developments and challenges from registrations

Global powerhouse players and strong advertising strategies maintain competitive status quo

RECOVERY AND OPPORTUNITIES

Fierce competition within the most popular categories is expected

Television and social media advertising essential for players to stay in the game

Affordability to remain a strong driver over 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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Polarised consumer attitudes create both opportunities and challenges for weight management and wellbeing products

Direct impacts from COVID-19 not so strong, with decent ongoing growth projected despite challenges faced

Evalar maintains its overall top place, as Oriflame Cosmetics dominates meal replacement

RECOVERY AND OPPORTUNITIES

Demand set to continue whilst obesity remains an issue, with COVID-19 heightening health awareness overall

Innovation expected with natural positioning and crossover products with extra benefits

Television and social media advertising essential to become front of mind for consumers

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Sports nutrition remains largely unaffected by COVID-19, as sporting consumers continue with their training schedules

An updated image takes sports nutrition into a new era, whilst smaller domestic players may struggle to keep up

Strong competition in sports nutrition: Optimum Nutrition maintains lead, but Scitec has upped its game

RECOVERY AND OPPORTUNITIES

Ongoing modernisation of image required to keep driving sales forward

Protein bars, trial tubs and flavoured shakes offers strategies for smaller players to stay in the game

Consumer price sensitivity high in sports nutrition, so affordability is a must

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

Existing popularity of herbal/traditional products further boosted by COVID-19

Limited value growth expected until herbal/traditional products reach a wider consumer audience

Borisovskiy Zavod Meditsinkikh Preparatov OAO maintains overall company lead, but fails to top any of the brands

RECOVERY AND OPPORTUNITIES

Most popular categories continue to see strong opportunities during COVID-19 and beyond

Image modernisation from the larger players, while smaller domestic brands retain traditional consumer audience

Affordable pricing essential to continue to drive sales in somewhat limited category

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 Belarus

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of paediatric analgesics, cough and cold remedies, and vitamins and vitamins and dietary supplements

Category faces challenges to growth, from declining birth rates to COVID-19 impacts on health services

Foreign players dominate paediatric health as parents have a high level of trust in global brands

RECOVERY AND OPPORTUNITIES

Most popular categories continue to be supported by parents wishing to keep their children safe in the time of COVID-10 and beyond

Portfolio expansion of popular products for a paediatric audience sets a tone for players to follow

Price-to-quality ratio essential to attract new custom and retain ongoing sales

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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