Weight Management and Wellbeing in Azerbaijan

PROSPECTS

European beauty trends contribute to growth, but pricing remains a barrier

Excess weight is a widespread problem in Azerbaijan. Local cuisine and traditional beauty standards, together with low activity lifestyles, represent the major contributors.

Increased adoption of diet and exercise may constrain demand

The health and wellness trend encourages a more inclusive approach to weight management and wellbeing. More and more consumers are adopting healthy lifestyle habits and diets, which is considered a more long-term and holistic approach to weight management and wellbeing.

Increased availability through modern outlets boosts awareness

Drugstores/parapharmacies extended its dominance in retail value sales in weight management and wellbeing in Azerbaijan, fuelled by a rising number of outlets over the review period. Meanwhile, the main competing format, chemists/pharmacies, continued to see a drop in the number of outlets.

COMPETITIVE LANDSCAPE

Leaders’ shares fall as consumers switch to cheaper alternatives

Herba-Flora Co continued to lead the weight management and wellbeing category in 2019. However, all of the leading players saw their value shares eroded by numerous smaller companies.

Consumers demonstrate trust in local products of known provenance

Over the review period weight management and wellbeing was populated by both international and local brands. The presence of local offerings grew rapidly, with the domestic manufacture of numerous products, including slimming teas.

Chinese products suffer adverse publicity

Over the review period, Chinese weight management and wellbeing products were widely advertised in Azerbaijan by doctors, through medical establishments, as well as pharmaceutical distribution channels, including drugstores/parapharmacies and chemists/pharmacies. However, publicity surrounding the potential side effects of Chinese offerings, which spread via the internet and social media platforms, changed the perception, and fostered scepticism regarding the contents and claims of weight management and wellbeing products.

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