Dietary Supplements in Pakistan

PROSPECTS

Fitness trend boosting demand

The rise in health-awareness and an increasing interest in holistic and preventative approaches to health are encouraging consumers to adopt healthier lifestyles, including engaging in regular physical exercise and sport. This is contributing to a growing demand for dietary supplements, as fitness enthusiasts are often interested in using such products to ensure a balanced diet and help them attain their fitness goals.

Growing awareness of nutritional requirements

According to Pakistan’s National Nutrition Survey for 2018-2019, 40% of children under five are stunted. Children are defined as stunted if their height-for-age is more than two standard deviations below the WHO Child Growth Standards median.

Age-related problems boosting demand for dietary supplements

The ageing of the Pakistani population is also expected to play a part in driving up demand in dietary supplements during the forecast period. Significant growth in the number of consumers aged over 65 is contributing to a rise in the incidence of bone problems, such as osteoporosis, and joint problems, such as arthritis.

COMPETITIVE LANDSCAPE

Merck holds a strong lead

Merck Pharmaceuticals (Pvt) Ltd remained the clear leader in dietary supplements at the end of the review period. The company’s core brand, Sangobion, benefits from strong marketing activity and extensive distribution, which have enabled it to gain high levels of consumer recognition and trust.

Affluent consumer base supports sales of international brands

Affluent urban-dwellers remain the key consumers for dietary supplements, meaning that the high prices of international brands do not place them at a significant disadvantage. Indeed, there are virtually no domestic brands present in the market.

Major manufacturers expected to target consumer base expansion

The leading players in dietary supplements offer broad product ranges and extensive distribution across the country. During the forecast period, the major manufacturers are expected to work to further expand distribution in order to tap into growing demand, as well as introducing products tailored to evolving demand, such as targeting the requirements of particular consumer segments, such as fitness enthusiasts or older consumers.

Files are delivered directly into your account within a few minutes of purchase.