Vitamins in Belarus

2021 DEVELOPMENTS

Multivitamins maintains popularity for its immune-boosting benefits

Vitamins continues to see high demand as a consequence of COVID-19 in 2021, as consumers believe the consumption of vitamins will strengthen their immune systems and better protect them from the virus. Multivitamins value sales remain high, as evidenced by the strong value growth.

Stockpiling spike could see muted sales for remainder of year, before vitamins bounces back

The high demand for both single vitamins and multivitamins in the previous year in Belarus, as a result of COVID-19, led to a spike in sales, caused by stockpiling. In 2021, sales are more muted as the fear that was prevalent in the initial stages of the pandemic has subsided, especially as the vaccine programme has been rolled out and an increasing number of Belarussians are vaccinated.

GSK Consumer Healthcare maintains lead, despite losing shares to previous top player Recordati SpA

GSK Consumer Healthcare maintains its lead in vitamins in 2021, thanks to owner GlaxoSmithKline Plc’s joint venture with Pfizer Inc. Collaboration between the two consumer healthcare giants led to the business of previous vitamins leader Ferrosan A/S being taken over by GSK Consumer Healthcare, including the leading Multi-tabs brand of multivitamins which also maintains its top brand place in 2021.

PROSPECTS AND OPPORTUNITIES

Strong competition expected in multivitamins, with some smaller brands set to go under if they cannot continue to meet high demand

Vitamins will continue to be a healthy and strong category in consumer health over the forecast period. Pre-COVID-19, Belarusians were already becoming more health aware and the virus has simply accelerated this trend further.

New product developments expected in vitamin D, as the supplement is an ideal addition for the time of COVID-19

Further development in vitamin D are expected, as this remains a neglected category, despite the new launches from local player Minskintercaps PRUP, with its D3 caps and D3 Caps Ultra products. Vitamin D is an especially important vitamin during darker months and/or when people are spending more time indoors and seeing less sunlight.

Affordability continues to be a major driver as consumers seek value for money

Affordability will continue to be a strong driver in the category, especially during times of high demand. Therefore, it will be important for players to ensure they maintain a good price-to-quality ratio and offer discounts and incentives for repeat or multiple purchases.