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Consumer Health in
Serbia

Country Report

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Executive Summary

Oct 2019
Health and self-medication trends maintain positive value growth performance

Overall, consumer health continues to see positive retail value sales growth in 2019. Growth is being driven by a number of factors, such as a general improvement in the economic situation, including rising consumer disposable incomes, and the developing self-medication and health trends.

Focus on marketing and distribution as new product development is limited

Consumer health features attempts to widen the distribution of brands/products and improve the marketing and positioning of offerings. The expansion of major chains of drugstores/parapharmacies increases access to products in many categories, such as digestive remedies and dermatologicals.

The main players use advertising to gain an edge in a highly fragmented landscape

The competition in consumer health continues to intensify in 2019, with a high number of smaller players and some new entrants. Thus, consumer health remains highly fragmented, with only Galenika accounting for a double-digit retail value share, and then only just.

Drugstores/pharmacies and grocery retailers continue to develop as alternatives to chemists/pharmacies

In 2019, the main development in terms of distribution remains the steady value share growth of drugstores/parapharmacies, mainly at the expense of chemists/pharmacies. While chemists/pharmacies continues to dominate the distribution landscape, the expansion of two major chained drugstores/parapharmacies, dm-Drogerie Markt and Lilly Drogerie, is increasing the competition in retailing.

Healthy but slower value growth as signs of maturity appear in bigger categories

Overall, consumer health is set to see slower current value sales development over the forecast period, compared with the review period. Some categories are emerging out of initial or early stages of development, while others are seeing signs of maturity.

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Consumer Health in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Serbia 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 Serbia, 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 Serbia for free:

The Consumer Health in Serbia 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 Serbia?
  • What are the major brands in Serbia?
  • 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 Serbia

EXECUTIVE SUMMARY

Health and self-medication trends maintain positive value growth performance
Focus on marketing and distribution as new product development is limited
The main players use advertising to gain an edge in a highly fragmented landscape
Drugstores/pharmacies and grocery retailers continue to develop as alternatives to chemists/pharmacies
Healthy but slower value growth as signs of maturity appear in bigger categories

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
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Serbia

HEADLINES

PROSPECTS

Improving offer and distribution push value growth in topical analgesics/anaesthetic
Convenience and growing awareness foster self-medication trend
Adult aspirin benefits from self-medication trend to enhance first choice status

COMPETITIVE LANDSCAPE

Major players use financial resources to increase category consolidation
Brand loyalty erects an entry barrier to potential new players
Strong marketing and new product development anticipated in the forecast period

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 Serbia

HEADLINES

PROSPECTS

Increasing allergy rate and wider offer boost demand for allergy products
Convenience plays a key role in medicated confectionery’s fast growth
Fear of adverse effects limits demand for paediatric remedies

COMPETITIVE LANDSCAPE

Some movement in distribution for convenience reasons
The most advertised brands lead the field
Higher resources and stable name see Influrex post the highest value growth

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 Serbia

HEADLINES

PROSPECTS

Fading stigma supports value growth in a number of product types
Antipruritics sees fastest value growth due to improving image, availability and marketing
Wider availability lessens the concentration on chemists/pharmacies

COMPETITIVE LANDSCAPE

Positive category development stimulates value growth for all significant players
Nivea Baby enjoys strong marketing and distribution to lead the field
Well-supported brands enjoy strong performances in 2019

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 Serbia

HEADLINES

PROSPECTS

Dietary supplements continues to benefit from healthy perception in 2019
The main consumer group determines key positioning
Natural trend boosts interest in herbal/traditional dietary supplements

COMPETITIVE LANDSCAPE

The leading internationals leverage strong resources to consolidate their positions
Elephant’s latest offering contains increasingly demanded ingredients
Lidl lays the foundation for the re-emergence of private label

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 Serbia

HEADLINES

PROSPECTS

Fast food and health trends provide push-pull factors for digestive remedies
Rising product awareness and offer weakens stigma around laxatives
Paediatric digestive remedies sees value growth, but parents remain cautious

COMPETITIVE LANDSCAPE

Gradual consolidation is visible as the key players maintain or grow value shares
Companies focus on marketing to boost brand awareness and sales
Berlin-Chemie grows value share through heavy advertising and strong distribution

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 Serbia

HEADLINES

PROSPECTS

Consumers turn to natural products to avoid chemicals and undesirable ingredients
More consumers look to natural options to treat mild ailments like coughs and colds
Herbal/traditional sleep aids derives demand from busy and stressed consumers

COMPETITIVE LANDSCAPE

ESI and others leverage recognition in dietary supplements to lead the way
Pfizer uses high resources to support BenGay with prime-time TV advertising
Retailing development improves the offer and value shares via modern formats

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 Serbia

HEADLINES

PROSPECTS

Healthy value growth as parents remain cautious but less price-sensitive in this category
Manufacturers seek untapped growth opportunities in paediatric dietary supplements
Parents see paediatric dermatologicals as potentially harmful to babies’ gentle skin

COMPETITIVE LANDSCAPE

More manufacturers look to diversify their offer through the paediatric space
Focus on adults informs low marketing support for paediatric consumer health
Parents value professional advice on offer in specialist retail outlets

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 Serbia

HEADLINES

PROSPECTS

Rising number of gyms stimulates interest in exercise and sports nutrition
Powder format loses value share to more convenient protein/energy bars
Shift to sports non-protein products as fear over health effects of protein options grows

COMPETITIVE LANDSCAPE

Leading players set to invest to push consolidation in the category
Penetration of key marketing channels may offset negative perception
Health positioning and new product development offer value growth opportunities

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 Serbia

HEADLINES

PROSPECTS

Improving perception and positioning of vitamins stimulates value growth in 2019
General health and economy trends favour multivitamins over single vitamins
Media publicity supports fast growth of vitamin D

COMPETITIVE LANDSCAPE

The leading players compete on the basis of marketing, price and reputation
Private label sees signs of re-emergence, but requires time to prosper
Bayer Pharma invests in marketing and shelf positioning to secure fast value growth

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 Serbia

HEADLINES

PROSPECTS

Familiar and trusted meal replacement continues to lead the category
Slimming teas benefits from the health and wellness trend and company activity
Bars is set to gain ground as a convenient, on-the-go format in meal replacement

COMPETITIVE LANDSCAPE

Biomed leverages consumer trust to lead familiar names in dietary supplements
DietX follows typical marketing strategy to seek space in a strong field
Biomed’s online shop provides foundation for internet retailing’s growth

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 Serbia

HEADLINES

PROSPECTS

A level of saturation limits growth in first aid kits
Gauze, tape and other wound care sees healthy value growth despite seasonality
Successful appeal to children boosts sticking plasters/adhesive bandages

COMPETITIVE LANDSCAPE

Higher resources enable Galenika and Beiersdorf to consolidate their leadership
Strong marketing boosts Hansaplast’s performance in 2019
Slow, but steady shift in the distribution landscape as channels expand

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