Executive Summary

Oct 2019
PROSPECTS
Rising health awareness amidst increasing unhealthy lifestyles boasts demand for vitamins

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.

The ageing of the Kazakh population set to remain positive for sales of vitamins

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 remains the most dynamic vitamins category

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.

COMPETITIVE LANDSCAPE
International companies continue to dominate sales of vitamins

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 remains the dominant distribution channel for vitamins

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.

Increasing knowledge of the benefits of vitamins form the core of marketing campaigns

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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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Kazakhstan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Kazakhstan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Kazakhstan market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Kazakhstan?
  • What are the major brands in Kazakhstan?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Kazakhstan - Category analysis

HEADLINES

PROSPECTS

Rising health awareness amidst increasing unhealthy lifestyles boasts demand for vitamins
The ageing of the Kazakh population set to remain positive for sales of vitamins
Vitamin B remains the most dynamic vitamins category

COMPETITIVE LANDSCAPE

International companies continue to dominate sales of vitamins
Chemists/pharmacies remains the dominant distribution channel for vitamins
Increasing knowledge of the benefits of vitamins form the core of marketing campaigns

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Solid and consistent growth the result of multiple factors
Targeting younger consumers becomes more of a priority for industry players
Multinational players remain dominant in consumer health
Restrictions on retail distribution continue to favour chemists/pharmacies
Further positive growth expected in consumer health over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources