Weight Management and Wellbeing in Ukraine

PROSPECTS

Unhealthy lifestyles attract consumers to weight management and wellbeing

Like many other countries, Ukraine has problems with sedentary lifestyles, stress, overeating and unhealthy diet, with fatty foods and alcohol remaining popular. Obesity and excess weight have therefore become a problem – in Ukraine the proportion of people with excess weight is estimated to be around 25-27%.

Convenience and ease of use attract consumers

Meal replacement saw the strongest current value growth in 2019, and overtook weight loss supplements to become the biggest category. Such products still have novelty appeal, and there is a widening product assortment.

Growing interest in sports and sports nutrition hampers growth potential

At the end of the review period Ukrainians were increasingly engaged in fitness regimes and sports. Exercise programmes which have become increasingly popular globally, such as Fitnessblender, have also appeared in Ukraine.

COMPETITIVE LANDSCAPE

Direct selling companies particularly active in weight management and wellbeing

Direct sellers have developed well within weight management and wellbeing. The category’s performance is largely shaped by the activities of Herbalife Ukraine, which accounted for by far the largest share of value sales in 2019.

Weight management and wellbeing does not attract local companies

Overall, Ukrainian companies do not have strong positions in weight management and wellbeing, with the exception of Kyivsky Vitaminny Zavod, which attracts consumers with its Styfimol weight loss supplement. Domestic players are stronger in slimming teas, such as Ecoproduct with Nova Figura and Chay dlya Skhudnennya.

New product developments need advertising support to fulfil their potential

New product development is expected to serve as an important driver of sales in the forecast period. Introducing new types of meal replacement products and nutritional drinks diversified by age and gender will boost consumer interest.

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