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