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