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