Dietary Supplements in Kazakhstan

PROSPECTS

Increasingly hectic lifestyles set to remain positive for sales of dietary supplements

As life becomes increasingly stressful and hectic for Kazakhstan’s urban dwellers, poor dietary habits, eating on-the-go and resorting to meal solutions and fast food are becoming more common. In addition, urban dwellers are now feeling higher stress levels due to longer working hours, reduced sleep time and busier social lives.

Positive coverage of dietary supplements in the media continues to support demand

Another factor behind very strong growth recorded in dietary supplements in 2019 was that these products are increasingly featured in the print media. Numerous articles have recently appeared in newspapers and magazines, focusing on the health benefits of various different types of dietary supplements.

Absence of requirement for GMP standards ensures relatively high levels of dynamism

In Kazakhstan, there are no requirements for dietary supplements to obtain a GMP standard certificate before being distributed to the public. This essentially means that manufacturers are under no obligation to prove the product’s effectiveness in the laboratory, making it relatively easy for new companies to enter the category.

COMPETITIVE LANDSCAPE

Bayer seeks to improve its position by innovating and expanding its product range

Bayer remained in sixth position in dietary supplements in 2019 and the Germany-based multinational seeks to improve its position by expanding the range of products it offers and segmenting its product range to target consumers more directly. Among the areas on which the company is focusing is paediatric dietary supplements, with Supradin having been updated to offer new tastes and textures that are more attractive for children, which is in response to Kazakhstan’s relatively high birth rate and the rising spending on children.

Advertising and marketing promotions remain essential to success in dietary supplements

In addition to the regular new product launches noted above, the leading manufacturers of dietary supplements are also constantly active in terms of advertising and promotional campaigns. Indeed, advertising and marketing campaigns are generally more common in dietary supplements than in other consumer health categories, and this is linked to the regular new launches.

Less strict regulatory regime promotes dynamism in dietary supplements

Dietary supplements is a category that faces fewer regulatory restrictions than most other types of consumer health products. Notably, the approval process is considerably less onerous, meaning that new products gain official clearance to be sold to consumers in a much shorter space of time.

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