Executive Summary

Oct 2019
Still plenty of room for growth

The pharmaceuticals market in Croatia cannot be described as small, although, as of 2019, it was still far from reaching its full potential. However, it is rigidly monitored, and limitations are set up so that most medication can only be purchased via prescription.

General improvement in the economy supports sales of consumer health products

Consumer health in Croatia recorded current retail value growth in each year of the review period. This coincided with increasing disposable household incomes which left more money at the disposal of Croatian consumers, who were willing to increase their spending on products that might improve their health.

Pliva Hrvatska maintains its lead

The financial problems of parent company, Teva Pharmaceutical Industries, did not stop its subsidiary, Pliva Hrvatska, from maintaining its lead in consumer health in 2019. After being acquired by Teva Pharmaceutical Industries some years ago, it is increasingly becoming a regional hub for the production of medicines that are sold globally.

Liberalisation of the market still just a wish

At one point over the review period, it looked as if the liberalisation of the consumer health market was imminent. Major retailers lobbied to allow some of their products to be sold freely outside of authorised chemists or pharmacies.

The future likely to be shaped by legislation

The consumer health industry in Croatia, particularly its OTC part, sees its future very clearly. In fact, all the conditions for healthy growth have been set up and are present.

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Consumer Health in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Croatia for free:

The Consumer Health in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Croatia?
  • What are the major brands in Croatia?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Croatia

EXECUTIVE SUMMARY

Still plenty of room for growth
General improvement in the economy supports sales of consumer health products
Pliva Hrvatska maintains its lead
Liberalisation of the market still just a wish
The future likely to be shaped by legislation

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Croatia

HEADLINES

PROSPECTS

Analgesics consists of three main formats
Ketoprofen and naproxen to remain niches, despite rapid growth
Topical analgesics/anaesthetic increasingly popular, especially among elderly demographics, for joint pain

COMPETITIVE LANDSCAPE

A strong domestic company leads the field
Innovation is usually in the direction of combination products
Voltaren holds a strong lead in topical analgesics/anaesthetic

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Croatia

HEADLINES

PROSPECTS

Consumers increasingly prefer condition-specific over combination products
Public healthcare and warmer winters limit growth
Self-medication is high in Croatia, supporting sales of OTC versions

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare goes from strength to strength
Pliva Hrvatska and Belupo both lose share
Herbal/traditional remedies hold a reasonable share

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Croatia

HEADLINES

PROSPECTS

Dermatologicals not a strong OTC category
Antipruritics become more necessary as the incidence of insect bites increases
Two possible trends for the future

COMPETITIVE LANDSCAPE

Bayer maintains its lead
Stable competitive environment
Croatian companies generally weak in dermatologicals

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Croatia

HEADLINES

PROSPECTS

Dietary supplements the orphan of Croatian health
Standard formats remain more popular than herbal/traditional
Dietary supplements are convenient replacements for a healthy diet

COMPETITIVE LANDSCAPE

Local companies characterise dietary supplements
Multinationals quite weak
Private label below potential

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2014-2019
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 32 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 33 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 34 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 35 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 36 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Croatia

HEADLINES

PROSPECTS

Indigestion remains the greatest issue for Croatians as stress levels increase
Laxatives and diarrhoeal remedies continue to lose share as indigestion and heartburn remain the main issues
Strong competition from prescription medicines

COMPETITIVE LANDSCAPE

Looser restrictions favour sales of proton pump inhibitor brands
Pliva Hrvatska extends its lead
Simpler, domestic remedies lose ground

CATEGORY DATA

Table 37 Sales of Digestive Remedies by Category: Value 2014-2019
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Croatia

HEADLINES

PROSPECTS

Slow progress for herbal/traditional products
Consumer impatience works in favour of standard products
Herbal/traditional product manufacturers on good terms with official bodies

COMPETITIVE LANDSCAPE

A highly fragmented category
Locals putting up a brave fight
Private label struggles to compete

CATEGORY DATA

Table 43 Sales of Herbal/Traditional Products: Value 2014-2019
Table 44 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 45 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 46 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 47 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 48 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Croatia

HEADLINES

PROSPECTS

Demographics playing a negative role
Increasing interest in child-related products for specific ailments
A proactive approach still far away

COMPETITIVE LANDSCAPE

Paediatric brands are usually extensions of existing lines
Paediatric and herbal/traditional still quite separate areas
One quite successful private label

CATEGORY DATA

Table 49 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 50 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 51 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 52 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 53 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Croatia

HEADLINES

PROSPECTS

Consumers remain wary of sports nutrition
Sports protein products remain popular among sports people
Sports non-protein products continue to take share among those seeking endurance

COMPETITIVE LANDSCAPE

Non-grocery specialists the main channel, while internet retailing continues to grow
Multinationals dominate
Private label with limited reach

CATEGORY DATA

Table 54 Sales of Sports Nutrition by Category: Value 2014-2019
Table 55 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 56 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 57 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 58 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 59 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Croatia

HEADLINES

PROSPECTS

Institutions frown upon unsubstantiated claims
Multivitamins have a slight lead in terms of format
Poor nutrition and stress are the main drivers of demand

COMPETITIVE LANDSCAPE

Strong presence of domestic players
Multinational brands produced on location
Private label underperforming

CATEGORY DATA

Table 60 Sales of Vitamins by Category: Value 2014-2019
Table 61 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 62 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 63 NBO Company Shares of Vitamins: % Value 2015-2019
Table 64 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 65 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 66 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Croatia

HEADLINES

PROSPECTS

Problems with obesity continue
Weight management currently on trend
OTC obesity remains in limbo

COMPETITIVE LANDSCAPE

Herbalife is the undisputed leader
Direct selling channel shows its strength
Private label makes good use of its position

CATEGORY DATA

Table 67 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 68 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 70 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 72 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Croatia

HEADLINES

PROSPECTS

Pragmatic consumer behaviour focuses on functionality over design
First aid kits unpopular in the home
Sales are decline-resistant

COMPETITIVE LANDSCAPE

Shares divided among the leading players
Important roles of local and regional players
Private label extends its share

CATEGORY DATA

Table 73 Sales of Wound Care by Category: Value 2014-2019
Table 74 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 75 NBO Company Shares of Wound Care: % Value 2015-2019
Table 76 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 77 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 78 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024