Dietary supplements remained undeveloped in Belarus in 2019, with below-inflation retail value growth and retail volume declines, due to the economising trend. Consumers are tending to purchase only necessary consumer health products – and dietary supplements does not fall under this category for them.
Information regarding the nature and benefits of dietary supplements, spread through avenues such as the internet and the media, is increasing and thus encouraging consumption. However, Belarusians remained relatively uninterested in longer-term prevention of diseases with the help of dietary supplements in 2019, and population decline is compounding the issue.
Dietary supplements are subject to registration and certification similar to other OTC drugs and cannot therefore be sold through modern grocery retailers, internet retailing and other channels, and low availability therefore limits potential value growth. In addition, dietary supplements are not intensively advertised on TV, radio and social media channels in Belarus, unlike other OTC drugs, which also limits potential volume growth.
The competitive landscape remained fairly stable in dietary supplements in 2019 with imported products taking a major share. Domestic producers continued to develop in the category, but due to low unit prices held insignificant value shares.
Direct selling recorded good growth in dietary supplements in 2019, mainly linked to the low levels of consumer disposable incomes. Consumers who purchase dietary supplements from chemists/pharmacies are usually in the medium- to low-income segments.
Non-herbal/traditional dietary supplements continued to achieve stronger retail value growth in 2019 than their herbal counterparts and comprise a much larger category. Non-herbal/traditional supplements are positioned more towards specific needs than herbal/traditional dietary supplements.
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This industry report originates from Passport, our Consumer Health market research database.