New Market Report: Vitamins and Dietary Supplements in Iran

In spite of the many restrictions which remain in effect on the importation of products into Iran due to the imposition of economic sanctions on the country, vitamins and dietary supplements offered by multinational companies continued to flood into nearly all of the 7,000 chemists/pharmacies outlets operating in Iran in 2013. Many Iranian consumers suffer from deficiencies of many essential vitamins and minerals in their regular diet and this has caused many problems for them, especially when they pass the age of 30. The situation is even worse for Iranian, women many of whom suffer from long-term health problems stemming from dietary deficiencies, including notably osteoporosis. Many multinational companies have recognised this as an opportunity to successfully market vitamins and dietary supplements and importation began during the 2000s. When coupled with programmes which aim to increase awareness of the usefulness of vitamins and dietary supplements among Iranian doctors and healthcare specialists, the result has been reasonably high levels of vitamins and dietary supplements being prescribed in Iran. Iran is rapidly converting from an immature to a more developed consumer economy, with more sophisticated products now becoming more attractive and this trend has accelerated in recent years as the wider distribution of products in new categories has been apparent in vitamins and dietary supplements as products designed especially for men, pregnant women and the elderly, among others, have become available.

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Competitive Landscape

Poura Teb Medical & Pharmaceutical Co and Elm Pharmad Gostar Co remain the major importers of vitamins and mineral supplements during 2013, leading the category with retail value shares of 25% and 6% respectively. Poura Teb Medical & Pharmaceutical Co is also the sole importer and distributor of the brands Nature Made, 21st Century, Alpex Pharma, Arnet Pharmaceutical, Vitabiotics, GFR Pharma, Prolab Nutrition, Kendy Pharma Ltd/ SupraVit and Natural Organics Inc/Nature's Plus. Elm Pharmad Gostar Co is mainly active in the importation of the well-known multivitamins brand Pharmaton, which is produced by Boehringer Ingelheim MENA.

Industry Prospects

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