The departure of IHerb from Russia and the decreasing presence of foreign manufacturers of dietary supplements (BAAs) in the Russian market are attracting non-core players to the segment. Retailer Azbuka Vkusa has started to produce its product li, Kommersant reports. These are 12 SKU of dietary supplements under its own trademark (Privat Label) “Azbuka Life”. The cost of dietary supplements in retail will range from 1.2 thousand to 2.7 thousand rubles, which, according to the CEO of DSM Group Sergey Shulyak, is noticeably higher than average market prices. “Approximately in the same price category are sold preparations of American Solgar”, – he adds. The high cost of Azbuka Vkusa’s dietary supplements is connected with the production of goods abroad, where the cost of production grows during the periods of unstable ruble exchange rate, says the interlocutor of the publication on the retail market.

Other chains also have plans to release their own TM of dietary supplements. For example, the cosmetics retailer Mixit announced the possible release of such products.

However, experts warn of high competition in the market, especially from pharmaceutical manufacturers, as well as a shift in demand from traditional retail to online channels.