Dietary supplements is expected to see significant growth in current value terms in 2020 compared to the previous year. The pandemic has led consumers to pay more attention to their health and to look into ways to strengthen their immune system.
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.
Merck Pharmaceuticals (Pvt) Ltd remains the clear leader in dietary supplements. 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 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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Dietary supplements industry in Pakistan 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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