Dietary Supplements in Kazakhstan

PROSPECTS

Demand for wellness and illness prevention boosts sales

The growing healthy lifestyle trend has a positive impact on consumer demand for dietary supplements. Dietary supplements attract consumers because they are associated with wellbeing and pure living.

The growing population of people aged 65+

In 2018, the population aged 65+ recorded 4% growth, increasing from 1,259,000 persons in 2017 to 1,307,000 persons in 2018. The nutritional deficiencies and more fragile state of health at this age contribute to the growing demand for dietary supplements.

Dietary supplements are not required to have GMP standard

In Kazakhstan, dietary supplements is a category that does not require the obtaining of a GMP standard certificate. It means that manufacturers are not obliged to prove the product’s effectiveness in the laboratory.

COMPETITIVE LANDSCAPE

Consumers like new product launches but not price rises

Although companies do use new product development to generate more sales, consumers pay great attention to the unit price and react negatively when unit prices are raised. Therefore, manufacturers should focus on increasing the number of packs sold, supported by the launching of new dietary supplements or existing ones, but with improved formulas or packaging.

Direct sellers play an important role in dietary supplements development

In 2018, the direct selling channel was still the second largest dietary supplements player in Kazakhstan. Amongst the direct selling players in the country, Oriflame Kazakhstan and Amway Kazakhstan have notable value shares within dietary supplements.

International companies continue to dominate sales

In Kazakhstan, a wide range of players are engaged in dietary supplements. Foreign manufacturers hold the leading positions in this category, including Lek Pharmaceuticals with the Linex brand, Takeda Kazakhstan with the Calcium D3 Nycomed brand, Oriflame Kazakhstan with the Wellness by Oriflame brand and Sanofi-Aventis Kazakhstan with the Magne B6 and Enterozhermina brands.

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