The population of Azerbaijan is predicted to decline by 6.4%, due to changes in net migration and natural change, standing at a total of 10.8 million citizens by 2040. The birth rate in Azerbaijan is anticipated to increase between the years 2024 and 2040. Demographic changes, economic conditions and social trends are all contributing to positive net migration. Generational cohorts in Azerbaijan will continue to influence consumer expenditure based on their specific purchasing habits and unique

In 2025, value sales of cough, cold, and allergy (hay fever) remedies increased; however, the cough and cold category did not see volume growth. This was primarily due to the mild winter, which led to a lower incidence of illnesses. This category is relatively seasonal and is most in demand during the seasonal cold/flu period. It is also quite a fragmented area of consumer health in Azerbaijan with a large number of players and consumers often choosing the most affordable option.

Value sales of digestive remedies in Azerbaijan increased in 2025, benefiting from a growing number of people with digestive problems associated with lifestyle changes, poor diet and stress. Also, with the development of pharmacy chains and online sales in the country, digestive remedies are becoming more accessible. Kreon, meanwhile, is actively increasing sales through an aggressive marketing strategy.

Value sales of sports nutrition in Azerbaijan recorded further dynamic value growth in 2025. With the expansion of fitness centres and the increase in sports events across the country, people are showing greater interest in leading a healthy lifestyle and physical activity, resulting in rising demand for sports nutrition products.

Herbal/traditional products saw further moderate growth in current value terms in 2025 as doctors generally continued to prefer and recommend conventional medicinal products. However, one notable area of growth was herbal/traditional cough, cold, and allergy (hay fever) remedies, which showed increased consumer interest and demand.

In 2025, value sales of wound care products in Azerbaijan experienced moderate growth, primarily driven by slight price increases. However, volume sales continued to decline, reflecting ongoing challenges in the market. Regulatory barriers and complications related to the certification of new products have slowed the introduction of innovative solutions in this category, restricting overall market dynamism. Local manufacturers face stiff competition from imported alternatives, which command a si

Value sales of analgesics in Azerbaijan increased in 2025, with an ageing population and consequent increase in chronic ailments, including arthritis and back pain, driving demand for painkillers. In addition, sedentary lifestyles are contributing to the prevalence of musculoskeletal disorders. An increasing number of medications are now being marketed in convenient sachet form, following the trend popularised by Nimesil.

Value sales of consumer health in Azerbaijan rose in 2025 due to the growing awareness among the population of the importance of disease prevention and health maintenance, the expansion of the range of high-quality and safe products, the active development of distribution through pharmacies and online platforms, as well as effective marketing campaigns that stimulated demand and strengthened consumer trust in brands.

Value sales of dermatologicals in Azerbaijan increased in 2025, driven by growing consumer interest in skincare and maintaining skin health, including the prevention and treatment of various dermatological conditions. This growth was further supported by a rise in skin issues linked to environmental factors, stress, and modern lifestyles.

Value sales of weight management and wellbeing recorded further decline in 2025 as falling incomes and declining purchasing power and the high cost of imported products have forced consumers to look for alternative ways of achieving weight loss, such as by following a healthier diet. While there are growing concerns over being overweight and obese, both for reasons of health and self-image, these products are not seen as essential.

Unlike many other consumer health products, the prices of dietary supplements are not regulated by legislation in Azerbaijan, resulting in high markups. Also, the conditions for registering dietary supplements have become more complicated in 2025, impacting sales of some products in volume terms. The state is trying to curb grey imports and is increasing the monitoring of the quality of pharmaceuticals entering the market.

Value sales of vitamins remained stable in 2025, with only vitamins D and E recording growth as they have relatively high prices. Vitamin D gained popularity during the COVID-19 pandemic and was the most dynamic category in 2025. Thanks to active advertising and educational campaigns in the media and on social networks, consumers have become more aware of the role vitamin D plays in a healthy immune system, but also its other benefits such as bone health, mood boosting and helping to prevent can

In 2025, value sales of paediatric consumer health products in Azerbaijan continued to grow, driven by rising parental interest in disease prevention, greater awareness of the importance of timely treatment, and a strong preference for high-quality medicines for children. This growth was further supported by an expanding product range and improved accessibility across various distribution channels.

A falling birth rate is expected to lead to a decline in volume sales of baby food in Azerbaijan in 2025. With inflation still an issue, consumers continue to be price sensitive, and trade down as much as possible. As such, prepared baby food is expected to register steeper volume decline, as it is more expensive than dried baby food. Within milk formula, special baby milk formula is expected to be the best performer, registering both current value and volume growth. Parents prioritise baby’s he

Other dairy is expected to register both positive current value and volume growth in Azerbaijan in 2025, partly supported by population growth. Consumers are showing growing interest in a broader range of dairy products beyond traditional milk and yoghurt, including cream, condensed milk and dairy desserts. Fromage frais continues to account for most volume sales, and is used in many traditional recipes. In addition, in recent years, it has also been benefitting from the high-protein trend. Howe

Drinking milk products in Azerbaijan is expected to register moderate current value and volume growth in 2025, partly supported by population growth. Interestingly, one factor driving increasing volume sales is the increasing consumption of breakfast cereals. The continuing expansion of modern grocery retailers is driving growth in breakfast cereals, which in turn is positively impacting drinking milk. Shelf stable still accounts for most volume sales and the production and sale of fresh milk is

In terms of volume growth, yoghurt and sour milk products is expected to be the best performing dairy product in Azerbaijan in 2025. While yoghurt and sour milk products have always been a key part of the local diet, there is increasing demand, as consumers are increasingly health conscious and appreciate the natural health benefits of yoghurt and sour milk products, in terms of its range of nutritional benefits, including aiding digestion. Sour milk products are more popular than yoghurt and ar

Cheese in Azerbaijan is expected to register both healthy current value and volume growth in 2025, partly supported by continuing population growth. Cheese is a common ingredient in many traditional dishes and is also enjoyed as a standalone snack or appetizer and this continues to support value sales. Soft cheese account for most value and volume sales and is also expected to register the highest growth. It is more affordable than hard cheese and it is also a much more common ingredient in loc

Butter and spreads continue to be a popular dairy product in Azerbaijan in 2025, and registers healthy current value growth. However, significant price rises dampen volume sales to an extent. While margarine and spreads account for most volume sales, butter accounts for most value sales, and is also expected to register the highest current value and volume growth in 2025, This growth is supported by a wider selection of butters. That being said, consumers are still price sensitive and butter fro

Overall, it is expected to be a positive picture for dairy products and alternatives in Azerbaijan in 2025, with both healthy current value and moderate volume growth. Factors such as population growth and a stable economy support growth. The only dairy product that is expected to see volume sales is baby food, due to a falling birth rate. Local producers also make gains, as quality improves, particularly in products such as sour cream, fromage frais and drinking milk.

The report examines the economic landscape of Azerbaijan and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by private consumption, and government spending. However, a global economic slowdown, rising geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

Sugar confectionery is expected to register both healthy current value and volume growth in Azerbaijan in 2025, supported by continuing population growth. The affordability of sugar confectionery also supports value sales, especially in light of significant price hikes for chocolate confectionery, due to shortages of cocoa beans.

Gum in Azerbaijan is expected to register both healthy current value and volume growth in 2025, supported by continuing population growth. In addition, expanding distribution, strong marketing support, and increasing consumer interest in products associated with fresh breath and oral care, are also expected to support value sales. Chewing gum accounts for most value sales and is also is expected to register higher value and volume growth in 2025. Increasing product placement at checkouts support