Vitamins is expected to see a significant increase in current value growth in 2020 compared to that seen the previous year. Demand for vitamins, especially vitamin C, vitamin D and multivitamins surged in 2020, benefiting from the belief that they boost immunity and therefore protect against COVID-19.
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.
International brands continue to dominate vitamins sales, 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.
The increase in the urban population is creating fertile conditions for the development of vitamins. 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.
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, 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.
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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Understand the latest market trends and future growth opportunities for the Vitamins industry in Pakistan 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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