ТЕНДЕНЦИИ РАЗВИТИЯ РЫНКА БИОЛОГИЧЕСКИ АКТИВНЫХ ДОБАВОК В ФОКУСЕ РАЗВИТИЯ E-COMMERCE

Abstract

COVID-19 pandemic has changed the eating habits of the population. The market of dietary supplements is growing both in offline retail and in the e-commerce segment. The concern of customers about their health can be considered by retailers as an opportunity to develop sales channels for dietary supplements and multivitamin complexes. Among the global trends, it is possible to designate an increase in the share of goods intended to increase immunity and provide the body with vitamins, minerals, micro- and macronutrients. Dietary supplements with vitamin D are considered by the consumer as an additional approach for the prevention of COVID-19. As a result, the growth of the dietary supplement market is recorded. From January to August 2023, Russians spent 78,7 billion rubles on dietary supplements in value terms, which is 13,7% more than the same period in 2022. In packages, sales increased by 1,2% to 248,1 million units compared to the period January–August 2022. The offline retail channel sells 80,3% of all dietary supplements, 19,7% online. The developed market of dietary supplements and the willingness of retailers to sell them creates a sufficient basis for the introduction of vitamin D supplements in stores. However, the impact of changes in price and assortment availability remains an important factor shaping consumer behavior.