Consumer Health in Serbia
Consumer health in 2022: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources
Analgesics in Serbia
Familiarity and trust continue to boost sales of acetaminophen and ibuprofen
Difficulties in obtaining a doctor’s appointment and growing consumer knowledge encourage self-medication
Advertising remains a key competitive tool
Self-medication and higher health awareness to sustain sales of analgesics
Leading players expected to continue to use marketing and advertising to gain a competitive edge
Expansion of chained drugstores/parapharmacies set to eat into pharmacies’ retail value share
Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
Cough, Cold and Allergy (Hay Fever) Remedies in Serbia
Return to out-of-home lifestyles increases incidences of coughs, colds, flu and allergies
Consumers return to specialised remedies to treat cough, cold and flu symptoms
Hemofarm and small players leverage affordable prices to make share gains
Out-of-home lifestyles to push need for specialised cough, cold and allergy (hay fever) remedies
Players to use marketing and advertising to gain a competitive advantage
Price-sensitive consumer base offers opportunities for affordable local brands
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
Dermatologicals in Serbia
Return to out-of-home lifestyles hastens purchase of products for hair-related issues
Price-sensitive consumers look for lower-priced brands
Stigma associated with some dermatological problems deters OTC sales
Players to invest to produce and promote quick and effective solutions
Fading stigma to encourage steady growth in demand
Retail modernisation to boost product availability, awareness and sales
Table 24 Sales of Dermatologicals by Category: Value 2017-2022
Table 25 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 27 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 28 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
Digestive Remedies in Serbia
More active population limits growth potential in digestive remedies
Advertising and doctors’ recommendations boost digestive enzymes
Local players benefit from lower prices while international brands leverage marketing and quality perception
Healthier lifestyles trend to dampen growth potential
Marketing to increase visibility and engender brand loyalty
Retail developments widen the availability of digestive remedies
Table 30 Sales of Digestive Remedies by Category: Value 2017-2022
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
Wound Care in Serbia
Return to out-of-home lifestyles sustains a demand for wound care
Shift to social media to engage directly with consumers
Innovations continue to add some dynamism to wound care
More active and mobile population offers growth opportunities
Galenika aims to leverage wide offer of basic wound care to retain the leading position
Growing assortments of basic wound care to push consumers towards drugstores and modern grocery retailers
Table 36 Sales of Wound Care by Category: Value 2017-2022
Table 37 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Wound Care: % Value 2018-2022
Table 39 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 40 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
Sports Nutrition in Serbia
More active and exercise-focused population boosts interest in sports nutrition
Players look to increase their penetration of modern grocery retailers
Growing interest in vegan and free from lactose sports nutrition links to wider healthier food trends
Greater marketing intensity to improve the perception of sports nutrition
Health and wellness trend to drive healthier assortments of sports nutrition
Growing product presence and promotions to boost interest in sports nutrition in modern grocery retailers
Table 42 Sales of Sports Nutrition by Category: Value 2017-2022
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
Dietary Supplements in Serbia
Heightened concerns over mineral deficiencies spike the demand for mineral supplements
Women’s health positioning remains popular as women are more in tune with the benefits of dietary supplements
Retail modernisation increases the pressure on pharmacies
Consumer confidence in the effectiveness of standard options to favour non-herbal ranges
Price-sensitivity and negative press expected to inform company strategies
Growing array of combination and single dietary supplements to cater to demand trends
Table 48 Sales of Dietary Supplements by Category: Value 2017-2022
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 50 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 51 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
Vitamins in Serbia
Vitamins C and D continue to ride immunity perception to drive retail volume growth in single vitamins
Higher awareness and knowledge support sales through drugstores
General health perception spreads to more specific positioning in multivitamins
Higher awareness of benefits and habit to push sales of vitamins
Dietary supplements is expected to undermine the demand for vitamins
Revival of new product development anticipated as players try to tap into growth potential
Table 55 Sales of Vitamins by Category: Value 2017-2022
Table 56 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 57 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 58 NBO Company Shares of Vitamins: % Value 2018-2022
Table 59 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 60 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
Weight Management and Wellbeing in Serbia
Products retain appeal as quick and convenient solutions despite growing healthy living trend
The leader Biomed benefits from strong brand association with weight management
Improved infrastructure and convenience and sensitivity perceptions boost e-commerce
Growing healthy living trend is likely to dampen growth potential
Natural positioning augurs well for slimming teas
More marketing and new product development anticipated alongside price promotions to develop and grow the category
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
Herbal/Traditional Products in Serbia
Desire for fast, effective relief favours non-herbal products
Rising health awareness sees more consumers take herbal options to avoid side-effects
Limited marketing investment stabilises competitive landscape
Consumers to favour non-herbal products for fast and effective relief from digestive and dermatological problems
More natural options to stimulate sales, but price remains an obstacle
Table 68 Sales of Herbal/Traditional Products: Value 2017-2022
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2017-2022
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2022-2027
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2022-2027
Paediatric Consumer Health in Serbia
Higher incidence of coughs, colds and flu spikes sales of paediatric cough/cold remedies
Trickle down of adult trends boosts the use of paediatric analgesics
Parents are less likely to trade down when purchasing paediatric remedies
Return to pre-pandemic lifestyles to increase the demand for paediatric remedies and foster company investment
Rising incidence of coughs, colds and flu and search for immunity and general health benefits to inform parental choices
Retail modernisation trend to increase variety of distribution
Table 74 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027