Weight Management and Wellbeing in Ukraine

PROSPECTS

Unhealthy lifestyles force consumers into weight management and wellbeing

Like many other countries, Ukraine has problems with sedentary lifestyles, stress, overeating and unhealthy food abuse. Obesity and excess weight have become an issue – in Ukraine the proportion of people with excess weight is estimated to be around 25-27%.

Quickness and convenience of use attract consumers to meal replacement

Meal replacement saw the fastest value growth in 2018 as such products still have a novelty appeal and enjoy widening assortments. In addition, they appeal with their convenience and quickness of use as well as well-balanced ingredients.

Growing interest in sports hampers the category’s potential

At the end of the review period Ukrainians were increasingly engaged in fitness regimes and sports. Exercise programmes that have become increasingly popular globally (eg Fitnessblender) have appeared in Ukraine too.

COMPETITIVE LANDSCAPE

Direct selling companies are particularly active in weight management and wellbeing

Weight management and wellbeing stands alongside other consumer health categories in Ukraine that are well developed by direct sellers. The category’s performance is largely shaped by Herbalife Ukraine’s activities, which generate the bulk of sales value.

Weight management and wellbeing does not attract local companies

Overall, Ukrainian companies cannot boast of 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 (eg Ecoproduct), which are usually herbal based and attract consumers with reasonable prices.

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