Following the outbreak of COVID-19 in Kazakhstan, there is expected to be an increasing demand in the category in 2020. Products such as vitamin C and vitamin D, especially, have been strongly promoted in trade press, on the television, and social networks as the best products to support the immune system.
The brand Akvadetrim Vitamin D3 is expected to exhibit particularly strong growth and an increase in value share in 2020. The brand’s improved performance in 2020 will be supported by the growing popularity of vitamin D that support the immune system, which is now widely considered to prevent COVID-19 infection.
Only very limited new product developments and innovations are expected in 2020. This is because companies have tended to focus on strengthening the positions of their existing brands.
Following the outbreak of COVID-19 in Kazakhstan, and the severe lockdown restrictions that have been imposed in the country, consumers are expected to possess much less purchasing power. COVID-19 has led to a surge in unemployment in Kazakhstan, and the national currency was also devalued in 2020, which means that many consumers are feeling the ongoing effects of economic uncertainty.
Nowadays, information is increasingly available to consumers through the internet, as well as more traditional sources such as trade press and modern books. The spread of information on health concerns has led to growing international health and wellness trends which have now begin to spread throughout Kazakhstan.
Women will continue to be the main target customers for companies in this category going into the forecast period. It is generally believed that women are more concerned with the health of their bodies as well as their children and families.
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Understand the latest market trends and future growth opportunities for the Vitamins 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 Vitamins research and analysis database.
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