Executive Summary

Sep 2019
PROSPECTS
Frugal consumers prioritise the essentials, leaving dietary supplements off the list

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.

Rising awareness does not seem enough to offset continued decline

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.

Sales are limited by narrow distribution, small promotion and healthier diets

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.

COMPETITIVE LANDSCAPE
Foreign players generate the most sales, led by an active Oriflame

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 gains share from chemists/pharmacies

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 grow thanks to their specific benefits

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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Dietary Supplements in Belarus

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Overview

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

The Dietary Supplements 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 Dietary Supplements in Belarus?
  • What are the major brands in Belarus?
  • Are combination products with acetaminophen still popular?

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.

Dietary Supplements in Belarus - Category analysis

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 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Belarus - Industry Overview

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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 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