Uzbekistan’s pharmaceutical market is undergoing a structural transformation, with dietary supplements rapidly gaining ground. According to a new report by DATFO Analytics, biologically active additives (BAAs) made up 9.5% of total pharmacy turnover as of September 2025.
Compared with 2024, sales of supplements rose 1.7 times in value and 1.4 times in volume, even as other pharmaceutical segments remained stagnant.
Growing Consumer Confidence
The surge has been driven mainly by imported supplements from the United States. Analysts note that the key factor behind their popularity is consumer trust and word-of-mouth recommendations, rather than aggressive advertising.
Responding to the growing demand, pharmacy chains have begun expanding their supplement offerings. The share of BAAs in their overall sales is approaching 10%, while the average merchandising cost per shelf in Tashkent stands at just $30–40. This makes supplements one of the most profitable categories per square metre of retail space.
Market Leaders
The undisputed leader in the segment is NOW Foods, which holds a 6.2% market share among all supplements. The brand’s sales jumped 79% year-on-year, and its presence grew from around 1,450 to 2,660 pharmacies nationwide. NOW Foods offers over 400 product lines, including more than 100 key SKUs, and is described by DATFO Analytics as an «infrastructural player» shaping Uzbekistan’s supplement retail standards.
Premium Brands and Emerging Players
Premium brands Solaray and Solgar continue to strengthen their positions. Solaray now holds a 1.6% share with sales almost doubling (+93%), while Solgar has reached about 1% of the market, up 67% year-on-year.
Swanson has shown remarkable growth, with sales up 172% and distribution expanding from 118 to 500 pharmacies. Meanwhile, children’s brand Childlife increased its reach from 427 to 1,018 outlets, raising its market share to 0.56%.
From Niche to Mainstream
Over the past year, the number of pharmacies stocking at least one top supplement brand has climbed from 2,226 to 3,429, a 54% increase. Once considered niche, dietary supplements have now become a core part of Uzbekistan’s pharmacy retail landscape, reflecting a broader consumer shift toward health and wellness.
Kursiv also reports that since March 1, Uzbekistan has launched a voluntary digital labelling project for dietary supplements (DSs). This initiative aims to formalise the market and make it safer for consumers and businesses.
