Executive Summary

Oct 2019
PROSPECTS
Prevention rather than cure hampered by economic factors, but change expected

Whereas developed markets are seeing a widespread movement from the treatment of health problems using OTC products to longer-term prevention of disease, this trend has been slow to evolve in Ukraine. The key reason behind such a slow movement is the low spending power of Ukrainians.

Multivitamins most popular, but single vitamins used for specific purposes

The assortment of vitamins is generally good in Ukraine. Multivitamins strongly appeal to consumers, as they are universal in nature, offer general health improvement and target both children and adults.

Social media and segmentation expected to stimulate growth

Vitamins is expected to see a strong performance in the forecast period in current value terms. The category is expected to increasingly benefit from the evolving trend of nutrition to improve one’s health.

COMPETITIVE LANDSCAPE
Advertising and good reputation contribute to lead of multinational players

Vitamins has a long-standing presence in Ukraine, with strong positions occupied by well-established international players. The biggest of these are Bayer, which led with its Vita-Supradyn range and Elevit Pronatal brand in 2019, and Takeda Ukraine, which was second with its wide Vitrum assortment.

Direct selling companies attract Ukrainians with “natural” vitamins

Direct selling companies, such as Amway Ukraine, are significant players in vitamins, despite the comparatively high prices of their assortments. They benefit from being pioneers in terms of innovation.

To stimulate higher sales, innovation expected in the forecast period

Innovation is an important factor to stimulate demand for vitamins. There were not many noteworthy new product developments at the end of the review period.

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Vitamins in Ukraine

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OVERVIEW

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

The Vitamins in Ukraine 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 Ukraine?
  • What are the major brands in Ukraine?
  • 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 Ukraine - Category analysis

HEADLINES

PROSPECTS

Prevention rather than cure hampered by economic factors, but change expected
Multivitamins most popular, but single vitamins used for specific purposes
Social media and segmentation expected to stimulate growth

COMPETITIVE LANDSCAPE

Advertising and good reputation contribute to lead of multinational players
Direct selling companies attract Ukrainians with “natural” vitamins
To stimulate higher sales, innovation expected in the forecast period

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 Ukraine - Industry Overview

EXECUTIVE SUMMARY

Economic recovery plays a key role, with rising incomes boosting sales
Strong self-medication trend despite growing concerns
Consumer health is a battlefield for big players, both international and local
Chemists/pharmacies still dominates, but sees a constant share decline
Despite challenges, strong growth expected, boosted by preventative medication

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
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources