Health and wellness trends that have resulted in the growth of dietary supplements over the review period will be strengthened in 2020 due to the increased health concerns following the outbreak of COVID-19 in Kazakhstan. As such, growth in 2020 is expected to exceed that of the previous year.
In 2020, active advertising and promotion is expected to benefit Bak-Set Forte, which will see its value share increased in 2020. Normobakt-L and Normobakt Entero are also expected to see their value shares increase on the back of successful advertising activities in 2020.
The strengthening position of e-commerce pharmaceutical companies and social networks will support the sales of dietary supplements in 2020. These websites are increasing in popularity as new platforms for the sale of dietary supplements, especially as consumers are told to stay at home during lockdown and are motivated to maintain social distancing where possible.
The aging population of Kazakhstan, leading to a growing number of consumers aged 65 and over, is expected to support the continued growth of dietary supplements in the forecast period. Consumers in this age group frequently require additional products to support their health and immune systems due to decreased appetite and movement.
Dietary supplements will continue to benefit from the fact that this category requires less time for licensing and registration compared to other categories in consumer health. Products in this category can be sold through chemists/pharmacies as well as other distribution channels such as e-commerce and social networks.
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.
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Understand the latest market trends and future growth opportunities for the Dietary supplements industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dietary supplements research and analysis database.
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