Dietary Supplements in Pakistan

PROSPECTS

The rise of fitness culture to fuel growth in sales of dietary supplements

Rising interest in exercise is set to continue supporting growth in dietary supplements over the forecast period. Fitness enthusiasts are often interested in using dietary supplements to ensure a balanced diet and help them attain their fitness goals.

Rising incidence of bone and joint problems among older people supports growth

The incidence of osteoporosis and other bone problems and arthritis and other joint problems is rising among older consumers and this is supporting growth in sales of calcium supplements and other dietary supplements with a bone health or joint health positioning. Bone health remains the leading positioning in the category and although its share of sales is falling, this is mainly due to the rising popularity of dietary supplements with joint health positioning.

Focus on new innovative products to attract consumers

Innovative new products are expected to be launched during the forecast period to meet the rising demand for calcium, minerals, iron, zinc and folic acid in consumers’ diets. Products with flavours including chocolate and banana milk powder and orange calcium tablets are also likely to become more popular and more innovative flavours are expected to be introduced during the forecast period to widen the appeal of dietary supplements.

COMPETITIVE LANDSCAPE

Merck Pharmaceuticals remains the leading name in dietary supplements

Dietary supplements in Pakistan is controlled by international players and Merck Pharmaceuticals continues to dominate sales. The company has strong resources for marketing and distribution and this has helped it to establish a strong position for its flagship brand Sangobion, which enjoys strong consumer trust and brand recall.

Consumer trust focused on global brands

In general, the consumer base for dietary supplements is limited to affluent urban-dwellers and this means that international brands are not at much of a disadvantage due to their high prices. Indeed, domestic brands remain almost non-existent in the category.

Diverse offering and wide distribution remain the key to success in the category

All of the most successful players in dietary supplements share various advantages, including diverse product ranges, expansive distribution across the country and wide and rationalised product portfolios. Over the forecast period, major international brands are expected to continue perform well, maintaining the highest shares of sales due to their attractive product portfolios and the widespread availability of their well-established, trusted brands.

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