Consumer Health in Bosnia-Herzegovina

Evolution of consumer health retailing

Consumer health in Bosnia-Herzegovina was one of the fastest-growing fast-moving consumer goods industries in the country during the review period. Developments during this period included consumer health penetrating new channels, the emergence of entirely new retailing formats that facilitate the marketing of consumer health, including drugstore/parapharmacy chains, herbal pharmacies, sports nutrition and supplement specialists, but also a shift in the modus operandi of traditional pharmacies, which have grown increasingly consumer-centric, expanding in selling space and introducing self-service shelves.

New niches help sustain solid growth

The performance of consumer health in Bosnia-Herzegovina during 2018 was at the low end in the context of the review period growth range. Consumer health was still one of the fastest-growing fast-moving consumer goods industries in the country in 2018, but it was showing signs of maturity as some categories were slowing down considerably, primarily dermatologicals and digestive remedies.

Global players strategise on best approach to marketing

During the review period, international players completely dominated consumer health in Bosnia-Herzegovina, typically leveraging regional subsidiaries and regional brands, but increasingly shifting the marketing focus towards international brands. Global players like GSK Consumer Healthcare, PGT Healthcare and STADA Arzneimittel AG acquired major regional pharmaceuticals manufacturers, thus acquiring a large share in consumer health in the region.

Pharmacies dominate consumer health

Originally, all consumer health was marketed exclusively through pharmacies. All consumer health products that require registration with the authorities – Agency for Medicines and Medical Devices – can still only be distributed through pharmacies.

Health issues for the new generation

Consumer health in Bosnia-Herzegovina grew considerably during the review period and was showing signs of increasing maturity by 2018. This trend is expected to continue developing over the forecast period, although there is still plenty of room for growth, especially in niches focusing on health issues consumers are experiencing due to lifestyle changes, including the following: allergies, exhaustion, poor nutrition and stress.

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