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

PROSPECTS

Increasing allergy rate and wider offer boost demand for allergy products

More and more Serbian consumers are suffering from allergies. Many consumers with mild allergy and hay fever problems are only starting to use systemic antihistamines/allergy remedies, as there has been a lack of available medication in the past.

Convenience plays a key role in medicated confectionery’s fast growth

Medicated confectionery is expected to continue to see the fastest current value sales growth over the forecast period. These products attracted a wider consumer base over the review period, with more and more Serbians starting to use them regularly.

Fear of adverse effects limits demand for paediatric remedies

Parents remain very cautious about medication for their children. Most parents use herbal/traditional products or visit the doctor for a consultation and prescription.

COMPETITIVE LANDSCAPE

Some movement in distribution for convenience reasons

The distribution of cough, cold and allergy (hay fever) remedies is made mainly through chemists/pharmacies, although drugstores/parapharmacies and healthfood shops are gradually gaining value shares. These channels have wider varieties of non-OTC products on offer, which attracts some consumers to them for convenience reasons, as chemists/pharmacies mostly offer very specific product types.

The most advertised brands lead the field

The competition at the top of the rankings is fierce in this category. The top three manufacturers remain separated by only slight value shares.

Higher resources and stable name see Influrex post the highest value growth

Growing from a relatively low base and benefiting from being acquired by a large player, STADA Arzneimittel (also the GBO of Hemofarm), in 2016, Ivancic i Sinovi is seeing the fastest retail value sales increase in 2019. Its Influrex brand is gaining in popularity and widening its consumer base.

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