TOP-5 ONLINE VITAMIN AND HEALTHCARE STORES UKRAINE 2025

Rating of the Best Online Stores of Vitamins and Health Products in Ukraine from Ukrainian Business Award

The market of vitamins and health products in Ukraine is rapidly developing, forming new standards of service, quality and customer trust. In 2025, Ukrainian Business Award presented a rating of five leading online stores that set the pace in this dynamic niche. The assessment was carried out according to ten criteria – from assortment and customer loyalty to brand recognition and reputation.

Biovit (288) and BIOTUS (287) are the leaders in terms of category diversity. Both companies offer a wide range of products, covering almost all segments of vitamins and dietary supplements. This gives them a competitive advantage and allows them to attract customers with different needs. In contrast, OkHealth (44), Multivitamin (35) and Powerway (26) have a much narrower range, which creates the image of niche players. In the long term, the breadth of choice becomes one of the key factors of leadership.

BIOTUS and Multivitamin demonstrate the best indicators in the area of ​​loyalty (5 points each), actively using promotions, discounts and cashback programs. This allows them not only to attract new customers, but also to build long-term relationships with regular customers. Biovit (2 points) pays less attention to this aspect, focusing on the stability of quality. Powerway and OkHealth have minimal indicators (1 each), which indicates that this area is underdeveloped. For young companies, loyalty can be an effective tool for growth, so these results indicate the potential for development.

An important element of brand trust is educational content. The absolute leader here is BIOTUS (719 materials), which systematically develops an information platform for customers. This creates added value and forms the image of an expert. Biovit (204 materials) also demonstrates strong positions, actively communicating with its audience. Other companies lag far behind: OkHealth (82), Multivitamin (55), and Powerway (51). In today’s environment, educational content is becoming a key factor in loyalty and increasing the average check.

According to the customer orientation index, OkHealth and Biovit became the leaders, receiving the maximum score — 10 out of 10. This indicates high-quality service, fast support and attentiveness to customer needs. Multivitamin, Powerway and BIOTUS (9 each) also maintain a high level, which confirms the overall progress of the industry. All participants showed quite high results, but the difference in the details of the service and flexibility of approaches allows individual brands to form competitive advantages.

Experience is an important component of trust. Here, the lead belongs to Biovit (15 years), which confirmed its stability and strong positions. BIOTUS (11 years) also has significant experience, which allows the company to feel confident in the long term. Young brands — Powerway (5 years), Multivitamin (4 years) and OkHealth (3 years) — are still in the stage of active growth. Their future will depend on the ability to quickly scale the business and gain the trust of consumers.

In terms of brand awareness (Google search), BIOTUS and Biovit have the strongest positions, which confirms their large-scale influence and popularity among Ukrainians. Powerway and OkHealth are at the second level, which only form a stable base of awareness. Multivitamin demonstrates the lowest indicators, which indicates the need for additional investments in marketing and advertising. Brand awareness directly affects the attraction of new customers, so this is a strategically important indicator.

In the digital environment, the absolute leader is BIOTUS, whose website was visited by more than 1.8 million users in 3 months. Biovit (881 thousand) confidently takes second place. Powerway (362 thousand) also demonstrates good results, although it is significantly inferior to the leaders. Multivitamin (102 thousand) and especially OkHealth (3.8 thousand) have low indicators, which reflects limited opportunities in the field of attracting traffic. This indicates the need to develop digital marketing.

Interestingly, the leader in the percentage of positive reviews is OkHealth (100%), which indicates high quality of service, despite the small scale of the business. Biovit also has a very high figure (99%), which confirms its reputation as a reliable brand. BIOTUS (93%) demonstrates good, but lower results. Powerway (88%) and especially Multivitamin (71%) have certain problems with customer satisfaction, which can hinder their development. The reputation factor is becoming increasingly critical in the market.

Social networks have become a key channel of communication with customers. BIOTUS (4) is the most active, supporting several promotion channels and creating a community around itself. Biovit (3) also holds stable positions. Multivitamin and Powerway (2 each) use social networks less actively, and OkHealth (1) is almost not represented in this segment. In the conditions of the modern digital market, this significantly limits the brand’s opportunities for scaling.

The vitamin market in Ukraine in 2025 is centered around two leaders — Biovit and BIOTUS, which set the standards of quality and service. Multivitamin maintains an average position thanks to loyalty programs, but has problems with reputation and recognition. OkHealth is distinguished by high customer focus and excellent reviews, but weak digital indicators do not allow it to claim top places. Powerway demonstrates some progress, but needs strategic changes to strengthen competitiveness. Overall, the rating showed that a clear hierarchy is forming in the market, where experienced brands are consolidating their positions, and young companies are still looking for their own niche.

Analytics developed by Ukrainian Business Award with the support of analytical partners  Serpstat, Clarity Project.

The members of our jury also reviewed the analytics and gave their expert assessments: Ilya Slavgorodsky (CEO — Ukrainian Business Award), Oleksandr Stepanov (HBD — Head of Business Development Department UBTA — Ukrainian Business & Trade Association) and Dmytro Savytsky (psychologist, consultant, business trainer, partner Tomalogy-Supervisor).

Conclusion based on the Results of the Ukrainian Business Award: TOP-5 Online Stores of Vitamins and Health Products in Ukraine 2025.

Summing up all the information, we can announce the nominees of Online Stores of Vitamins and Health Products in Ukraine 2025:

Place in the rating	Company	Balls	Balls %
1	BIOTUS	38,81712392	100,0
2	Біовіт	24,22310253	62,4
3	Multivitamin	14,82490354	38,2
4	OkHealth	11,09608182	28,6
5	Powerway	11,0387882	28,4