Executive Summary

Oct 2019
PROSPECTS
Weak purchasing power sees general turn away from vitamins

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.

Low trust in health claims and fresh alternatives in summer limit sales

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.

Changing consumer purchasing habit removes sales opportunity for vitamins

The growth potential of vitamins is expected to remain limited over the forecast period. This category was initially greatly overcrowded in Russia.

COMPETITIVE LANDSCAPE
Internationals may cede ground to local players in a tough economic environment

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.

Players invest in new product development to gain a competitive edge

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.

Move towards cheaper local brands by doctors and pregnant women

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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OVERVIEW

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

The Vitamins in Russia 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 Russia?
  • What are the major brands in Russia?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • 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 Russia - Category analysis

HEADLINES

PROSPECTS

Weak purchasing power sees general turn away from vitamins
Low trust in health claims and fresh alternatives in summer limit sales
Changing consumer purchasing habit removes sales opportunity for vitamins

COMPETITIVE LANDSCAPE

Internationals may cede ground to local players in a tough economic environment
Players invest in new product development to gain a competitive edge
Move towards cheaper local brands by doctors and pregnant women

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 Russia - Industry Overview

EXECUTIVE SUMMARY

Weak household budgets limit value sales development in 2019
Gradual shift to generics in a price-sensitive environment
Agreements with pharmacy chains offer key competitive edge to companies
Online channel offers marketing and sales opportunities to players and retailers
Pockets of strong value growth despite stagnating demand

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 preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources