Vitaferol, a high-quality Vitamin D imported and distributed in Georgia by trusted pharmaceutical company ArtPharma, has maintained its position as the top Vitamin D brand for the second year in a row, winning the prestigious Golden Brand Award.
Rika Lobzhanidze, founder and director of ArtPharma, said the company was promoting a broad portfolio of food supplements, including vitamin D for prevention, as part of its main goal of improving public health in Georgia.
She added that Vitaferol’s reputation for quality, safety and effectiveness has led to more and more loyal customers opting for the supplement each year, which has led to “increased usage” and “success” for the brand in Georgia.
Rika added that more and more customers are choosing Vitaferol every year due to its reputation for the quality, safety and effectiveness of Vitamin D. All this has led to “greater success” and “frequent use” of the brand.
Vitaferol has been available in Georgia since 2016.
Q. Vitaferol has been awarded the Golden Brand again. How do you think Vitaferol has gained consumer trust and achieved success in the market?
A. We are pleased that Vitaferol has maintained its position as the number one and most loved Vitamin D brand for the second year in a row. Our goal is to improve public health. Therefore, we have carried out various information campaigns to promote the culture of using food supplements containing Vitamin D for disease prevention. Nowadays, it is widely recognized that taking Vitamin D supplements should be part of our daily habits to maintain the health of ourselves and our children.
In the field of Vitamin D, Vitaferol has a strong reputation for its high quality, safety and effectiveness. Surveys show that the number of loyal families, doctors and professionals choosing Vitaferol is increasing every year. This trend has led to the increasing and successful use of the brand in the country.
Q. You’ve said that Vitaferol has an impeccable reputation in the field of vitamin D. Can you elaborate on its “quality, safety and effectiveness”?
A. Vitaferol is a brand that meets the stringent requirements of the International Medical Association and the European Union for dietary supplements containing Vitamin D. It is a high-quality, highly absorbable, additive-free, 100% pure Vitamin D formulated to suit the needs of the whole family. It is safe and recommended for long-term use by people of all ages.
Vitaferol comes in a convenient form that makes it easy to take: Vitaferol drops, for example, can be taken from newborns and come with a certified dropper that ensures accurate dosing, which is especially important for mothers.
Vitaferol Mega D3 is another form that can be taken from age 12. It is a stomach-friendly softgel that is safe for everyone, including those with gastrointestinal or other chronic conditions. The different forms allow you to adjust the dose to suit the season and your personal needs.
Vitaferol is a dietary supplement containing emulsified vitamin D, which is efficiently absorbed by the body. It is worth mentioning that the brand is produced by the European company Walmark, a leader in supplement manufacturing in Europe with over 31 years of experience. Walmark has multiple manufacturing quality certificates, including GMP, HACCP and ISO 13485. In addition, Vitaferol is recommended and tested by the Georgia Society of Neonatologists and numerous physician groups.
Q. What are Vitaferol’s sales figures for 2023 and what percentage does it represent in ArtPharma’s overall portfolio?
A. Considering the constantly expanding portfolio of seasonal brands, Vitaferol’s share of total sales ranges from 13-15%.
Overall, consumption of the medicine has increased by 10% over the past year. Despite an oversupply of Vitamin D supplements on the market and many new Vitamin Ds registered in Georgia last year, Vitaferol sales continue to grow. This success is due to the brand’s reputation and our effective marketing communication strategy.
With Vitaferol, we were the first to introduce the potential of Vitamin D to the public and have established a culture of taking Vitamin D as a food supplement for preventive purposes, helping to reduce the harm caused by Vitamin D deficiency.
At the same time, we constantly strive to strengthen the reputation of “Vitaferol” as a brand and further increase its recognition through its diversity of forms and compositions: pure, high-quality, safe and reliable Vitamin D from the best manufacturers.
Q. Now I would like to ask you a question about ArtPharma. What are the latest developments of this pharmaceutical company?
A. 2023 was an exciting year for us as we successfully brought back to Georgia the well-known Vitrum brand, the first European complex of vitamins and minerals that have been grown for generations. We were able to achieve this by working together with the STADA Group, an international pharmaceutical company from Germany. We are proud to say that Vitrum is now manufactured with German quality and updated with a new form and a significantly expanded range. Besides vitamin complexes, Vitrum now also offers a single ingredient line and a wide range of Vitamin D choices.
ArtPharma’s goal is to introduce to the Georgian market brands that are in high demand in Europe, comply with strict safety standards, receive international recommendations and are recognized in the medical community. Adding Vitrum to our portfolio further achieves our mission; you can count on it with confidence to meet the health needs of the whole family.
Q. What are your plans for 2024? How do you plan to develop the company?
A. This year we have already added a new self-care product line to ArtPharma’s portfolio by introducing a French international brand in Georgia. After several years of negotiations with Laboratoires Gilbert, we are pleased to offer our customers Neutraderm, a 100% French dermatological brand. The brand offers face, body and hair care products for the whole family, including newborns, and is recommended for daily use. The main distinguishing feature of this brand is its natural ingredients. Neutraderm products are made with natural ingredients and tested in dermatological laboratories. Patented formulas, proven effective in 10 years of research.
It is worth noting that Laboratoires Gilbert, a manufacturing company with over 120 years of history, has been creating innovations in the field of dermatology for over a century.
The company’s flagship brand is NutraDerm, a leader in the baby care sector in France. The products are mid-priced, making them affordable for the French public. NutraDerm is sold in a diverse range of pharmacy chains in Georgia, as well as in more than 20 countries around the world, including the US and developed European countries.
Q. What do you think will be the hottest product in ArtPharma’s portfolio this summer?
A. The brands in ArtPharma’s portfolio are important all year round, but Walmark’s Biopron 9 Premium (probiotics for healthy functioning of the digestive system) and Varixinal (for venous health and lighter legs) will be most relevant in the summer months.
Q. It has been a year since the benchmark pricing system was introduced in Georgia. What comments or suggestions do you have regarding this reform?
A. Reference pricing is a widely accepted practice in developed countries, including Europe. It aims to make medicines available to the public and protect them from excessive prices. However, in Georgia, the reference pricing system is different from that of European countries and needs to be improved. To achieve this, cooperation between the health and private sectors is needed. This will ensure that large global pharmaceutical companies do not withdraw from the Georgian market. As seen in Azerbaijan, many European brands withdrew from the market, resulting in medicine shortages and filling them with Indian and Asian products. Our goal is to adopt a Western approach and introduce innovative and well-recognized European brands that guarantee quality, safety and efficiency.
Q. Overall, how would you assess the modern pharmaceutical market?
A. The pharmaceutical industry has undergone significant changes with the implementation of key regulations. These regulations cover various aspects such as reference pricing, good manufacturing practices, good distribution practices, etc. As a result, many companies faced an unstable environment, forcing around 50 local production and distribution companies to close. Our company has successfully adapted to the changing situation, despite the difficulties. Last year, we obtained GDP certification and built a modern European standard warehouse covering an area of 3,000 square meters. We have kept up with market trends and continue to grow and strengthen.
