There is a polarised attitude towards weight management and wellbeing in Belarus. On the one hand, the obesity level continues to grow as a result of poor diets with limited consumption of fruit and vegetables due to their high prices compared to fast food.
The polarised consumer attitudes to diet mean weight management and wellbeing products do not have ubiquitous demand with those wishing to lose weight. Therefore, sales have been somewhat more muted than they would have been without the strength of the health and wellness trend starting to have more of an impact.
Evalar ZAO holds over half of company shares in weight management and wellbeing, with a smaller lead in brand terms with Turboslim. The company’s overall lead is thanks to the fact it strongly advertises Turboslim through television and social media channels.
Despite the polarised consumer attitudes driving trends and somewhat restricting growth in weight management and wellbeing, such products will remain in demand over the forecast period. Many consumers who have gained weight during times of self-isolation and less active lifestyles will wish to lose that weight again – often dubbed the “COVID-15 diet” as 15 signifies the number of pounds in weight many people have put on during this time.
Players may also be able to gain a competitive advantage with natural positioning of their weight management and wellbeing products, particularly as Belarusian consumers are switching more towards a healthier lifestyle. This may crossover into other categories, such as vitamins and dietary supplements.
As seen in other categories, it is important for players to enhance their brand awareness through advertising, particularly via television and social media. This is evidenced by Evalar ZAO’s strong position in weight management and wellbeing, thanks to the fact it strongly advertises Turboslim through such channels.
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Weight management and well being is the aggregation of meal replacement, weight loss supplements, OTC obesity, and slimming teas. Exclude meal plans such as Weight Watchers, Jenny Craig, Nutrisystem, or Slimming World among others similar options.See All of Our Definitions
This report originates from Passport, our Slimming Products research and analysis database.
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