Evalar Dominates Russia's Pharma TV Ads with Record 10.9% Market Share
Evalar led TV advertising in Russia's pharmaceutical and dietary supplements sector in December 2025. The company secured the top position with a 10.9% share of all ad volume in the category. Its dominance came amid strong competition from both domestic and foreign brands. Evalar's success was driven by a significant push in marketing. In December 2025, it controlled 44% of the dietary supplements subcategory alone, amassing 31,671 TVR points in ad volume. Natalia Prokopyeva, Chair of the Board of Directors, highlighted the need for broad-reach campaigns to stand out in a crowded market.
The company also expanded its product range on TV. More SKUs were advertised, and the variety of promoted pharmaceuticals grew. Beyond traditional ads, Evalar introduced new formats aimed at younger audiences, diversifying its marketing approach. Russian firms dominated the sector's TV ad spend in 2025, holding 88% of the total. Foreign advertisers made up the remaining 12%. Other key players included Otisifarm, Protek, Dr. Reddy's Laboratories, and Materia Medica, though none matched Evalar's reach. The full findings of the study are available on Sostav.
Evalar's strategy of widening its product promotions and targeting new demographics paid off. By December 2025, it had cemented its place as the leading advertiser in Russia's pharmaceutical and dietary supplements market. The company's focus on high-volume, broad-reach campaigns set it apart from competitors.
