There was an increase in the consumption of multivitamins in 2020 due to the COVID-19 pandemic; however, due low disposable incomes, Russians opted for cheaper multivitamins that constrained the category’s value growth. Moreover, the majority of multivitamins brands are imported products with the exception of Complivit, so they are highly dependent on the currency exchange rates.
Vitamin D recorded double-digit value growth in 2020, driven by consumers’ increasing knowledge about its importance, as well as companies’ efforts in terms of promotion, advertising and new product development. Evalar ZAO, for example, launched Fruttilar Vitamin D 3 at the end of the review period, whilst in 2020, Sport-Express OOO, the Russian distributing company for leading sports brands, launched chewable UltraVit Gummies Vitamin D3.
Vitamins remains a fragmented category in 2020, with only two players, Bayer and Takeda Pharmaceutical, holding a double-digit retail value share. Bayer’s leadership is attributed to the awareness and popularity of its Supradyn and Elevit Pronatal brands.
Vitamins’ forecast period growth is expected to be on par with the growth recorded over the review period, with growth potential remaining limited. This category was initially greatly overcrowded in Russia; however, with the beginning of the economic crisis in Russia in 2014/2015, consumers stopped purchasing so-called “products of service” (when a consumer visits a pharmacy chain to purchase a particular drug and at the end of the purchase is recommended by staff to buy vitamins or dietary supplements as an addition).
No significant movement or change at the top of the competitive landscape is anticipated in the forecast period. However, the predicted lowering of disposable incomes is likely to force some consumers to shift to cheaper vitamins, which are mainly offered by local manufacturers.
The main growth driver in pregnancy multivitamins is the recommendation and prescription of a doctor. Pregnancy multivitamins is also characterised by a high level of volatility which depends on the birth rate.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Vitamins research and analysis database.
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