Consumer Health in Serbia

Consumer Health in Serbia

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Serbia

KEY DATA FINDINGS

2020 IMPACT

Increase in self-medication counters impact of COVID-19 on demand

With a portfolio of familiar and trusted brands, Galenika ad continues to lead in analgesics

Topical analgesics/anaesthetic outperforming systemic analgesics

RECOVERY AND OPPORTUNITIES

Self-medication trend will continue to drive strong growth in value sales of adult aspirin

International players will continue to leverage TV advertising to put pressure on their domestic rivals

Expanding drugstores/parapharmacies will further increase their value share

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits value sales growth in medicated confectionery, as convenience become less important to house-bound consumers

Strong growth in value sales of antihistamines/allergy remedies (systemic) persists, as allergies become more commonplace

TV advertising by leading brands fuels steady increase in concentration

RECOVERY AND OPPORTUNITIES

Increased consumer education may boost value sales growth, but increased interest in natural and alternative remedies will counteract this

Convenience will continue to drive growth in value sales of medicated confectionery

Widening distribution will make cough, cold and allergy (hay fever) remedies more accessible

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Serbia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 to weigh on growth in value sales of digestive remedies, as consumers eat out less

Leading brand in digestive remedies withdrawn from sale

Increased fast food consumption helps to drive strong growth in value sales of laxatives

RECOVERY AND OPPORTUNITIES

Increased awareness of health and wellness will weigh on value sales growth in digestive remedies

Consolidation set to deepen

Distribution will continue to diversify

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Serbia

KEY DATA FINDINGS

2020 IMPACT

After a sluggish 2019, COVID-19 will delay recovery in value sales growth in dermatologicals

Beiersdorf (Serbia) doo retains leadership due to its dominance of nappy (diaper) rash treatments

Demand for topical and vaginal antifungals and antipruritics boosted as stigma regarding their use fades

RECOVERY AND OPPORTUNITIES

International players with significant marketing budgets likely to grow their value sales

Private label set to gain traction

Chemists/pharmacies will continue to lose value share

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

Wound Care in Serbia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 will negatively affect growth in wound care value sales, with sticking plasters/adhesive bandages hardest hit

TV advertising helps Beiersdorf (Serbia) doo narrow the gap to leader Galenika ad

Sticking plasters/adhesive bandages increasingly positioned to appeal to children

RECOVERY AND OPPORTUNITIES

Private label could emerge in wound care

In the absence of regulatory change, growth in demand for first aid kits will be limited

Chemists/pharmacies to continue losing ground to other retail channels

CATEGORY DATA

Table 36 Sales of Wound Care by Category: Value 2015-2020
Table 37 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Wound Care: % Value 2016-2020
Table 39 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 40 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Serbia

KEY DATA FINDINGS

2020 IMPACT

Demand for vitamins shrugs off the impact of COVID-19, as consumers seek to boost their immune systems

Social media help drive growing awareness of the importance of vitamins

CaliVita leverages e-commerce and social media to maintain leadership

RECOVERY AND OPPORTUNITIES

Health-conscious consumers don’t buy the argument that vitamins are superfluous

Perceived as offering better value, growth in value sales of multivitamins will continue to outpace single vitamins

There’s life in private label yet

CATEGORY DATA

Table 42 Sales of Vitamins by Category: Value 2015-2020
Table 43 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 44 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 45 NBO Company Shares of Vitamins: % Value 2016-2020
Table 46 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 47 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Serbia

KEY DATA FINDINGS

2020 IMPACT

With consumer interest in health and wellness still strong, COVID-19 will have no more than a small negative impact on value sales of dietary supplements

Products with more specific positioning gain ground

Leading players consolidate their grip, while some of their smaller rivals turn to e-commerce

RECOVERY AND OPPORTUNITIES

Negative media coverage a headwind for value sales growth

Tradition is not what it used to be

Lidl seeks to revive private label

CATEGORY DATA

Table 49 Sales of Dietary Supplements by Category: Value 2015-2020
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 51 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 52 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Serbia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits value sales growth, as consumers cut back on discretionary spending

Strong growth in value sales of slimming teas, but meal replacement remains dominant

Well established Biomed brand remains the firm favourite of local consumers

RECOVERY AND OPPORTUNITIES

Convenience to drive strong growth in value sales of bars

Supplement nutrition drinks could revitalise growth as meal replacement matures

E-commerce will continue to blossom, but private label is unlikely

CATEGORY DATA

Table 56 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Serbia

KEY DATA FINDINGS

2020 IMPACT

Even COVID-19 cannot out-muscle Serbia’s burgeoning gym culture

Non-protein products gain ground among those seeking to build endurance, rather than muscle mass

Value sales remain fragmented, as many remain loyal to smaller brands

RECOVERY AND OPPORTUNITIES

Negative publicity could turn some off protein products

Shift in advertising may help to broaden demand for sports nutrition

E-commerce will continue to grow in importance, but private label will remain elusive

CATEGORY DATA

Table 62 Sales of Sports Nutrition by Category: Value 2015-2020
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Serbia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 will lead to a slight slowdown in growth, but the long-term trend towards “all natural” products remains strong

Increasingly stressful lifestyles support growth in value sales of herbal/traditional sleep aids

Herbal/traditional products continues to see consolidation, as larger players leverage economies of scale in marketing

RECOVERY AND OPPORTUNITIES

Adverse publicity could have a negative impact on value sales growth

Elephant Co doo seeks private label partners, but are consumers ready?

Distribution will continue to diversify, with drugstores/parapharmacies growing in importance

CATEGORY DATA

Table 68 Sales of Herbal/Traditional Products: Value 2015-2020
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

Paediatric Consumer Health in Serbia

KEY DATA FINDINGS

2020 IMPACT

Apart from paediatric cough/remedies, growth in value sales of paediatric consumer health will be robust in the face of COVID-19

Value sales growth accelerate in nappy (diaper) rash treatments, in spite of COVID-19

In spite of weak advertising support, paediatric products continue to command premium pricing

RECOVERY AND OPPORTUNITIES

Manufacturers increasingly see the potential of paediatric dietary supplements

Competition is likely to intensify, which could erode price premium

Pressure on chemist/pharmacy channel will continue to grow

CATEGORY DATA

Table 74 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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