Strong growth is registered in sales of vitamins in Kazakhstan during 2019 and the main reason for this is the increasing desire to prevent illness among local consumers. This is tied to rising health awareness on the one hand and the increasingly hectic and busy lifestyles of consumers living in cities and large towns on the other.
As Kazakhstan’s population continues to age, the numbers of elderly people suffering from chronic illness and who require regular vitamin intake as nutritional support are increasing. Elderly people often struggle to obtain the nutrition they need as many of them eat far less than they did when they were younger, while many also have digestive ailments which prevent them from consuming a healthy, balanced diet.
Vitamin B generated the most dynamic value and volume growth of any vitamins category in 2019. Strong growth in sales of vitamin B in Kazakhstan can be explained by reference to the increasingly hectic and stressful lifestyles that many Kazakh consumers are leading, especially those who live in the country’s major cities and larger provincial towns.
International companies remain prominent among the leading companies in vitamins in Kazakhstan. Major international players such as Worwag Pharma, Bayer, Takeda Pharmaceutical Co, Lannacher Heilmittel and Teva Pharmaceutical Industries benefit from their superior resources and consequent ability to offer wide range of products.
Chemists/pharmacies continued to account for the majority of sales of vitamins in Kazakhstan 2019 and this is due to the fact that very few retail channels are permitted to sell these products. However, non-store retailing channels are gaining ground, with direct selling and internet retailing both registering noteworthy growth in sales of vitamins over the course of the review period.
2019 saw the marketing of vitamins continue to focus on efforts to improve consumer understanding of the importance of vitamin consumption for maintaining optimum health. Vitamins and vitamin consumption are being actively promoted through the trade press, magazines and newspapers, with health magazines that target women among the most commonly used media promotional channels.
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This industry report originates from Passport, our Consumer Health market research database.