Executive Summary

Oct 2019
PROSPECTS
Urbanisation creating conditions for expansion

The increase in the urban population is creating fertile conditions for the development of the vitamins category. As well as providing an information-rich environment that is contributing to the rise in consumer health-consciousness, urbanisation is breaking down traditional lifestyles and dietary habits.

Potential amongst older consumers

While the expansion of the young urban middle class is proving to be an important driver of growth in vitamins, the relatively fast growth of the elderly population is also creating opportunities for category development in Pakistan. Seniors, aged over 80 years-old, are expected to constitute the fastest-growing age group in the country over the forecast period, while later lifers (aged 65-79), mid-lifers (45-64) and middle youth (30-44) are jointly set to see the next fastest growth.

Healthcare professionals exert key influence on demand

Physicians and healthcare professionals, such as nutritionists and dietitians, are becoming increasingly influential in terms of generating and shaping demand in vitamins. Indeed, vitamin purchases are often made on the basis of recommendations by doctors.

COMPETITIVE LANDSCAPE
International brands dominate

International brands continued to dominate vitamins sales at the end of the review period, with domestic brands remaining virtually non-existent in the category. Foreign companies target a small group of affluent health-conscious consumers, and have established high levels of consumer-awareness and trust amongst this consumer group for their global brands.

Major players have resources to expand the consumer base

The major international players that top the rankings in vitamins have the resources to market their products through media advertising campaigns and in-store marketing initiatives, placing them in a strong position to expand the consumer base for such products in line with the general rise in consumer health-consciousness. As well as stepping up marketing activity, major players are also expected to extend their distribution reach in order to widen their consumer base and drive growth.

Smaller players likely to target less affluent consumers

While the product innovation and marketing resources of the major manufacturers place them in a strong position to expand their consumer base as demand evolves, smaller players have the potential to reach out beyond the mid-to-high income urban consumers that constituted the core consumer base for vitamins at the end of the review period. Currently, the government does not offer subsidies for the purchase of vitamins.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Pakistan 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 Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Pakistan 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 Pakistan?
  • What are the major brands in Pakistan?
  • Are combination products with acetaminophen still popular?
Why buy this report?
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  • 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 Pakistan - Category analysis

HEADLINES

PROSPECTS

Urbanisation creating conditions for expansion
Potential amongst older consumers
Healthcare professionals exert key influence on demand

COMPETITIVE LANDSCAPE

International brands dominate
Major players have resources to expand the consumer base
Smaller players likely to target less affluent consumers

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 Pakistan - Industry Overview

EXECUTIVE SUMMARY

City living boosting demand across consumer health
DRAP expected to maintain price control despite 2019 increase
Major multinationals continue to dominate
Advice from store staff growing in importance in light of self-medication trend
Favourable conditions for ongoing growth

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 preventative medicine

DEFINITIONS

SOURCES

Summary 1 Research Sources