The consumer shift towards more affordable vitamins continues in Russia, as consumer purchasing power remains limited. This tendency is evident in single vitamins and multivitamins, not least for products positioned for children and pregnant women.
Russian consumers are becoming increasingly concerned about their health and wellbeing, including an adequate intake of nutrients. Nonetheless, vitamins is registering a negative growth performance in 2019.
The growth potential of vitamins is expected to remain limited over the forecast period. This category was initially greatly overcrowded in Russia.
Vitamins remains a fragmented category in 2019, 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.
In October 2018, the major Russian manufacturer OTCPharm relaunched Akva D3 (Aqua D3) in new packaging. Before the relaunch, Akva D3 was positioned as a vitamin intended only for babies.
According to Russian legislation, pregnant Russian women have the right to receive prenatal multivitamins prescribed by their gynaecologist. At the end of the review period, there is an evident shift away from the expensive prenatal multivitamins of international brands to Russian analogues in the public health procurement sector.
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This industry report originates from Passport, our Consumer Health market research database.