With a steadily growing focus on preventive healthcare and wellness, consumers in Georgia are becoming increasingly informed about the importance of vitamin D and long-term health maintenance. Against this backdrop, Vitaferol continues to strengthen its position as one of the country’s most trusted vitamin D brands, backed by consistent quality, medical community support and strong consumer loyalty. The brand, represented in Georgia by the pharmaceutical company ArtPharma and backed by the Czech-based Walmark STADA Group, has recently received another major market recognition, reaffirming its leadership in the category and its long-standing reputation among Georgian consumers.
In this interview, Lika Lobzhanidze, founder and general director of ArtPharma, discusses the evolving pharmaceutical market, changing consumer behavior, the growing importance of preventive medicine, and the strategic vision behind Vitaferol’s continued success.
Q. Vitaferol has once again become a winner of the Golden Brand award. What does this recognition mean for the brand and for Walmark STADA Group overall?
A. Receiving the Golden Brand title for the fourth time is both a significant achievement and a great responsibility for Vitaferol. For us, this recognition reflects not only popularity, but also long-term consumer trust and loyalty — something far more valuable than temporary success. It confirms that the brand has maintained high quality standards and delivered real value to consumers over the years.
For ArtPharma, this success validates our vision of offering reliable and effective products based on international standards. At the same time, such recognition motivates us to continue developing our portfolio and further strengthen our leadership position in the vitamin D category.
Q. How is Walmark STADA Group positioned in Georgia’s pharmaceutical market today and what is the company’s main competitive advantage?
A. Today, Walmark STADA Group is clearly positioned as a trusted partner for both consumers and healthcare professionals in Georgia. We are not simply a distributor — we are a company actively contributing to the development of a stronger health culture in the country.
Our key competitive advantage lies in representing high-quality international brands and maintaining a highly selective portfolio strategy. Every product included in our portfolio undergoes a detailed evaluation process based on effectiveness, safety and relevance to market needs. Equally important is our long-term vision: we do not follow short-term trends, but rather focus on developing reliable, established brands with lasting value.
Q. How has consumer perception of vitamin D changed in Georgia in recent years? Do you see a more conscious approach to its use today?
A. Consumer attitudes toward vitamin D have changed significantly in recent years. While its use was once largely seasonal or occasional, today we clearly see a more informed and systematic approach. Consumers are increasingly interested in dosage, product forms and the importance of preventive use.
Both the medical community and educational campaigns have played an important role in this shift. We also believe Vitaferol has contributed substantially to raising awareness in this area. Over the years, we have actively implemented educational and informational campaigns focused on vitamin D deficiency prevention and the importance of proper supplementation.
As a result, we now see a far more informed and responsible consumer base. Such educational initiatives play an essential role in strengthening public health and supporting disease prevention.
Q. Which Vitaferol products and dosages are currently the most in demand and what is driving this trend?
A.Vitaferol is represented on the Georgian pharmaceutical market in two main forms: Vitaferol Drops 400 IU for infants from birth and Vitaferol Mega D3 2000 IU capsules for adolescents and adults.
Currently, Vitaferol Drops remain the most in-demand product, especially among newborns and children. This is largely due to ease of use, precise dosing and safety. Parents particularly appreciate that each drop contains the recommended daily dose, significantly reducing the risk of dosing errors.
It is also important to note that a single drop contains pure vitamin D without unnecessary additives. Since vitamin D supplementation is recommended daily and long-term from birth, product purity and safety are especially important to avoid the accumulation of unwanted substances in the body.
Among adolescents and adults, Vitaferol Mega D3 2000 IU is especially popular, as it aligns with modern lifestyle needs and is frequently recommended for preventive use. This trend is driven both by physicians’ recommendations and by consumers seeking effective, convenient and modern vitamin D solutions.
Both products have been recommended and trusted by healthcare professionals for years, further reinforcing their reliability, safety and positive consumer experience.
Q. What principles guide ArtPharma when selecting new brands and products for its portfolio?
A. Quality, safety, and scientifically proven effectiveness are our top priorities. At the same time, we place great importance on how well a product responds to local market needs. Our goal is not simply to introduce products, but to offer solutions that genuinely improve consumers’ health and quality of life.
Q. How important is cooperation with the medical community for Walmark STADA Group and how do you work with doctors and pharmacists?
A. Collaboration with the medical community is one of the most important aspects of our work. It is essential for us that doctors and pharmacists have access to complete, reliable and scientifically grounded information about our products.
To support this, we actively organize educational meetings and training sessions, participate in professional conferences and implement various informational initiatives. These platforms create opportunities for healthcare professionals to exchange knowledge, share experience and discuss practical recommendations that support better clinical practice and contribute to the development of a stronger health culture in Georgia.
Q. What are the company’s key development priorities for the coming years?
A. In the coming years, ArtPharma plans to actively expand in several strategic directions. One of the key priorities is portfolio diversification through innovative, high-demand products, particularly in preventive medicine, wellness and beauty-related categories.
We will also place strong emphasis on digital transformation and more personalized communication with consumers. Our goal is not only to maintain but to further strengthen our leadership position in the market in terms of both quality and trust.
Q. What do you consider ArtPharma’s greatest recent achievement?
A. We consider the growth of consumer trust and the stable development of our brands to be our greatest recent achievement. Vitaferol’s success is especially noteworthy, as the brand has maintained its leading position for years and has received multiple prestigious recognitions.
For us, these results demonstrate that we accurately understand market needs, offer high-quality products and create long-term value for consumers. This is our greatest achievement — and at the same time, the foundation for our future growth.
