Dietary Supplements in Bosnia and Herzegovina

PROSPECTS

Better understanding of health nutrition drives sales growth

The dietary supplements category in Bosnia-Herzegovina record its highest value growth of the review period during 2019. There is a growing number of consumers who think these products can really help with treating or preventing many health problems.

Increasingly versatile, probiotic supplements is on the rise

Probiotic supplements has posted the highest value growth in dietary supplements in Bosnia-Herzegovina during 2019. Awareness on the importance of the use of probiotics in combination with antibiotics has soared among consumers and doctors during the review period, which has contributed to the recent growth in probiotic supplements.

Paediatric versions are targeted for expansion in health positioning

Paediatric dietary supplements is a small category, but one that has been developing strongly at the end of the review period. The products are typically administered in syrup format and positioned for boosting immunity.

COMPETITIVE LANDSCAPE

Costly nature of competing favours internationals

International brands lead dietary supplements in Bosnia-Herzegovina at the end of the review period. Unlike vitamins, there is no traditional practice of doctors prescribing dietary supplements to patients, and manufacturers were always required to fight for consumers’ attention themselves, relying heavily on promotion, product customisation and an effective product differentiation strategy.

Subtle marketing allows dietary supplements to punch above their weight

One is able to notice in marketing activities that dietary supplements are more and more often being positioned and portrayed in marketing as OTC products. This is not being done explicitly, as no producer describes its dietary supplements brands as medicinal, but the way in which adverts depict the products and list their effects is certainly reminiscent of OTC products.

All eyes are on Abela thanks to its adverts, while Memoblocus makes a promising start

The regional manufacturer Abela Pharm doo recorded a strong increase in value share in dietary supplements over the entire review period, which took it from 13th to fifth in the rankings. It specialises in dietary supplements and weight management and wellbeing, thus avoiding the regulatory constraints of consumer health authorities.

Files are delivered directly into your account within a few minutes of purchase.