Consumer Health in Serbia

Consumer Health in Serbia

EXECUTIVE SUMMARY

Consumer health in Serbia records continued growth in 2017

Increased popularity of self-medication leads to continued growth of OTC

No major changes in the competitive landscape and few new product launches observed

Chemists/pharmacies channel still dominates despite share declining in 2017

Stable growth and intensified competition expected over the forecast period

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 2 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2012-2017
Table 4 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 6 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 7 Penetration of Private Label by Category: % Value 2012-2017
Table 8 Distribution of Consumer Health by Format: % Value 2012-2017
Table 9 Distribution of Consumer Health by Format and Category: % Value 2017
Table 10 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches 2016-2017

SOURCES

Summary 2 Research Sources

Analgesics in Serbia

HEADLINES

PROSPECTS

Convenience trend and strong marketing support positively influences analgesics

Paediatric products experience strong growth rates

Analgesics to keep growing over the forecast period, albeit at a slower rate

COMPETITIVE LANDSCAPE

Big Three dominate analgesics in Serbia

Growing popularity of effervescent product format

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2012-2017
Table 13 Sales of Analgesics by Category: % Value Growth 2012-2017
Table 14 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2012-2017
Table 15 NBO Company Shares of Analgesics: % Value 2013-2017
Table 16 LBN Brand Shares of Analgesics: % Value 2014-2017
Table 17 Forecast Sales of Analgesics by Category: Value 2017-2022
Table 18 Forecast Sales of Analgesics by Category: % Value Growth 2017-2022

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

HEADLINES

PROSPECTS

Consumers increasingly seek quick solutions for colds and allergies

Strong marketing support fuels growth in 2017

Paediatric cough, cold and allergy (hay fever) remedies remains underdeveloped

COMPETITIVE LANDSCAPE

There is no clear leader in terms of value shares

Players will look to gain an advantage through investments in marketing, distribution and product launches

High number of new product launches in 2017 will create intense competition in the future

CATEGORY DATA

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2012-2017
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2012-2017
Table 21 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2013-2017
Table 22 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2017
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022

Dermatologicals in Serbia

HEADLINES

PROSPECTS

Increased consumer awareness about dermatologicals benefits the category

Nappy (diaper) rash treatments sees strong growth in 2017 thereby increasing its value share within dermatologicals

COMPETITIVE LANDSCAPE

Sales remain concentrated in the hands of several large players

Smaller players continue to lose share

International players dominate dermatologicals in Serbia

CATEGORY DATA

Table 25 Sales of Dermatologicals by Category: Value 2012-2017
Table 26 Sales of Dermatologicals by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Dermatologicals: % Value 2013-2017
Table 28 LBN Brand Shares of Dermatologicals: % Value 2014-2017
Table 29 Forecast Sales of Dermatologicals by Category: Value 2017-2022
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2017-2022

Dietary Supplements in Serbia

HEADLINES

PROSPECTS

Widespread marketing activities lead to healthy value growth

Mineral supplements increase in popularity

COMPETITIVE LANDSCAPE

Tough competition continues in 2017

Brand loyalty key in vitamins

Insignificant presence of private label in dietary supplements in Serbia

CATEGORY DATA

Summary 3 Dietary Supplements: Brand Ranking by Positioning 2017
Table 31 Sales of Dietary Supplements by Category: Value 2012-2017
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 33 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 34 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 35 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 36 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 37 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 38 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

Digestive Remedies in Serbia

HEADLINES

PROSPECTS

Increased popularity of airlines leads to poor results in motion sickness remedies

Growing importance placed on eating healthily jeopardises digestive remedies

COMPETITIVE LANDSCAPE

One producer stands out in Serbian digestive remedies

Serbian digestive remedies is consolidating

CATEGORY DATA

Table 39 Sales of Digestive Remedies by Category: Value 2012-2017
Table 40 Sales of Digestive Remedies by Category: % Value Growth 2012-2017
Table 41 NBO Company Shares of Digestive Remedies: % Value 2013-2017
Table 42 LBN Brand Shares of Digestive Remedies: % Value 2014-2017
Table 43 Forecast Sales of Digestive Remedies by Category: Value 2017-2022
Table 44 Forecast Sales of Digestive Remedies by Category: % Value Growth 2017-2022

Eye Care in Serbia

HEADLINES

PROSPECTS

Eye care remains uneventful in 2017

Standard eye care dominates the category

Eye drops remains the most popular format

COMPETITIVE LANDSCAPE

Only a handful of producers claim significant value shares in 2017

More visible concentration expected in the category over the forecast period

Herbal/Traditional Products in Serbia

HEADLINES

PROSPECTS

Herbal/traditional cough, cold and allergy (hay fever) remedies sees significant sales

Smaller categories set to see the most dynamic growth over the forecast period

Serbian consumers increasingly attracted by more natural remedies

COMPETITIVE LANDSCAPE

Domestic producers maintain relatively strong position

International companies still lead despite challenge from domestic players

Private label lines remain insignificant

CATEGORY DATA

Table 45 Sales of Herbal/Traditional Products: Value 2012-2017
Table 46 Sales of Herbal/Traditional Products: % Value Growth 2012-2017
Table 47 NBO Company Shares of Herbal/Traditional Products: % Value 2013-2017
Table 48 LBN Brand Shares of Herbal/Traditional Products: % Value 2014-2017
Table 49 Forecast Sales of Herbal/Traditional Products: Value 2017-2022
Table 50 Forecast Sales of Herbal/Traditional Products: % Value Growth 2017-2022

NRT Smoking Cessation Aids in Serbia

HEADLINES

PROSPECTS

Increasing health concerns lead to decline in smoking prevalence

With the number of smokers set to drop NRT smoking cessation aids is set to grow

Only NRT gum products available in 2017

COMPETITIVE LANDSCAPE

Johnson & Johnson remains the only player in 2017

No strong marketing support present in NRT smoking cessation aids

Paediatric Consumer Health in Serbia

HEADLINES

PROSPECTS

Nappy (diaper) rash treatments dominates paediatric consumer health in 2017

Smaller categories see strong growth

Popularity of paediatric OTC products visibly increases in 2017

COMPETITIVE LANDSCAPE

Paediatric products still not very important for most manufacturers

Significant investment not expected over the forecast period

Manufacturers of vitamins and dietary supplements start paying more attention to paediatric products

CATEGORY DATA

Table 51 Sales of Paediatric Consumer Health by Category: Value 2012-2017
Table 52 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-2017
Table 53 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2014-2017
Table 54 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 55 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022

Sleep Aids in Serbia

HEADLINES

PROSPECTS

Slowdown in growth of sleep aids after several years of expansion

Popularity of more natural sleep aids increases

Trend towards natural/traditional products set to gain momentum

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads by a decisive margin in 2017

Persen has bright future following acquisition by GSK Consumer Healthcare

Sleep aids in Serbia becomes more concentrated

Sports Nutrition in Serbia

HEADLINES

PROSPECTS

Many consumers purchase sports nutrition products over the internet

Sports protein products much more popular than non-protein variants

Non-professionals set to drive demand for sports non-protein products

COMPETITIVE LANDSCAPE

International producers remain in a much better position

Lenic Laboratories sees growth through offering good quality products at more affordable prices

Unstable offer and high fragmentation characterise sports nutrition in Serbia

CATEGORY DATA

Table 56 Sales of Sports Nutrition by Category: Value 2012-2017
Table 57 Sales of Sports Nutrition by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Sports Nutrition: % Value 2013-2017
Table 59 LBN Brand Shares of Sports Nutrition: % Value 2014-2017
Table 60 Forecast Sales of Sports Nutrition by Category: Value 2017-2022
Table 61 Forecast Sales of Sports Nutrition by Category: % Value Growth 2017-2022

Weight Management and Wellbeing in Serbia

HEADLINES

PROSPECTS

No OTC obesity and supplement nutrition drinks products available

Lifestyle trends positively influence the category

Direct selling sees decline in value share in 2017

COMPETITIVE LANDSCAPE

Strong marketing support and brand image make all the difference

Biomed remains the clear leader in 2017

CATEGORY DATA

Table 62 Sales of Weight Management and Wellbeing by Category: Value 2012-2017
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2013-2017
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2014-2017
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022

Wound Care in Serbia

HEADLINES

PROSPECTS

Growth of wound care slows

Lack of new traffic legislation which could drive growth

Convenience and appeal to children mark sticking plasters/adhesive bandages

COMPETITIVE LANDSCAPE

Hansaplast remains the best-selling brand, but its producer Beiersdorf ranks second

Two producers dominate wound care in Serbia

Beiersdorf set to gain ground on Galenika over the forecast period

CATEGORY DATA

Table 68 Sales of Wound Care by Category: Value 2012-2017
Table 69 Sales of Wound Care by Category: % Value Growth 2012-2017
Table 70 NBO Company Shares of Wound Care: % Value 2013-2017
Table 71 LBN Brand Shares of Wound Care: % Value 2014-2017
Table 72 Forecast Sales of Wound Care by Category: Value 2017-2022
Table 73 Forecast Sales of Wound Care by Category: % Value Growth 2017-2022

Vitamins in Serbia

HEADLINES

PROSPECTS

Multivitamins and vitamin B continue to dominate vitamins in Serbia

Printed and electronic media promotes regular use of vitamins

COMPETITIVE LANDSCAPE

No clear leader in vitamins in 2017

Leading players set to compete for share through marketing and new product launches

The two biggest retailers in Serbia discontinue their vitamins private label lines in 2017

CATEGORY DATA

Summary 4 Multivitamins: Brand Ranking by Positioning 2017
Table 74 Sales of Vitamins by Category: Value 2012-2017
Table 75 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 76 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 77 NBO Company Shares of Vitamins: % Value 2013-2017
Table 78 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 79 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 80 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

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