At the end of the review period, manufacturers were testing consumers’ willingness to try out new systemic analgesics varieties in Bosnia-Herzegovina. Most notably, there was the introduction of ketoprofen and naproxen varieties, which have carved out solid share at the end of the review period thanks to advertising support.
Adult ketoprofen is the highest value growth category in analgesics in Bosnia-Herzegovina during 2018. During the review period, there were several launches in the category, but more importantly mounting promotional support aimed at introducing consumers to the novelty in OTC analgesics.
In paediatric analgesics, there is a similar trend in systemic analgesics: ibuprofen is growing faster than acetaminophen. With paediatric patients, systemic analgesics are primarily used for treating the symptoms of a fever.
The manufacturer of the Aspirin brand range, Bayer Pharma doo, leads analgesics in Bosnia-Herzegovina, ahead of the duo focusing on regional brands, Alkaloid doo and PGT Healthcare. By building a brand range, Bayer Pharma managed to expand the appeal of its Aspirin brand, customising it to match the individual needs of consumers, while maintaining the association with the Aspirin name and heritage.
The single most successful new launch in analgesics during 2018 was Dolorex, manufactured by the domestic leader Bosnalijek Pharmaceuticals dd. It is the most recent addition to the novel and increasingly propulsive format of adult ketoprofen, which is receiving lots of attention from manufacturers and key influencers at the end of the review period as a more effective alternative to ibuprofen and diclofenac, which is typically available only as Rx.
While Alkaloid is attempting to update the image of its Caffetin brand by expanding its appeal, the once leading brand in analgesics recorded a strong decline during 2018. It is not that Alkaloid was not doing its best to upgrade its operations, but the competition is getting increasingly fierce as big international players invest heavily in promotion and distribution, effectively squeezing Alkaloid and other independent players out of analgesics.
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