Abstract:
Introduction. A trend that has been on a steady rise over the last decade is the growing demand for dietary
supplements in the Republic of Moldova. To stand out in the supplement industry, it’s extremely necessary
to offer true authentic value to the customer, especially in today’s saturated marketplace. Thus, to promote
these products, specific mixed marketing strategies to apply are advocated. Supplement marketing is the
key to reinforce a company's market position and to differentiate it from the competition.
Aim of study. To analyze the local supplement market and to determine a list of marketing strategies of
exploring supplement brands for local pharmaceutical companies.
Methods and materials. The list of notified food supplements and the list of those registered in the
Republic of Moldova, provided by National Agency for Public Health (ANSP) were analyzed. Also, we
were evaluating the product assortment of ”VitaPharm-Com” company, accessing its site. Obtained data
were mathematical processed.
Results. Dietary supplements may be placed on the pharmaceutical market from the Republic of Moldova
only if they correspond with the provisions of Law no.306 from 30.11.2018 on food safety and of sanitary
Regulation on food supplements, approved by Government Decision no. 538 from 02.09.2009. Dietary
supplements obey notification and registration procedures, as set out in points 28 - 39 of previously
mentioned Regulation. At present, there are 1966 notified products and 1912 registered products on the
supplement market. Among the registered products, the share of local supplements represents 7,58%
(n=149), and among those notified – 7,85% (n=150). Local manufacturers of food supplements are in
number of 14, among them 6 manufacturers have in assortment both registered and notified products. The
largest local food supplements manufacturer is the company ”Vitapharm–Com” SRL, owning 32,44% from
supplement market, follow by the companies ”Farmaco” SA – 15,05%, ”Depofarm” SRL – 12,37%,
”Carbolemed” SRL – 12,04%, the rest of companies have market shares below 10%. Further were analyzed
VitaPham-Com’s portfolio, which include well-established products in immunology, cardiology,
neurology, endocrinology, hepatology, pneumology, hematology, rheumatology and gynecology.
Conclusion. Vitapharm–Com is a leader in manufacturing food supplements in the Republic of Moldova,
based on range analysis of their products were recommended tips to complement its marketing effort to
strengthen brand profile.
