Growing from a very low base, optical goods stores witnessed the best performance within Serbian health and beauty specialist retailers in 2018.
Vitamins and dietary supplements specialist retailers exist in Serbia, but outlet numbers as well as value sales are insignificant. This is due to the overall low level of modernisation in the country’s retailing landscape that translates into undeveloped specialisation.
During 2018, the value share of chemists/pharmacies remained stagnant, and a decline compared to the value share it held at the beginning of the review period. Nevertheless, this channel remained by far the biggest channel within overall Serbian health and beauty specialist retailers, holding double-digit value share in 2018.
Two major retailers within drugstores/parapharmacies – Lilly Drogerie and dm-Drogerie Markt – continued to gain value share and record healthy value growth in 2018, as was the case during the entire review period. This growth was fuelled by a growing number of their outlets and by increasing popularity of their private label lines.
Typical chemists/pharmacies and other outlet types that fall under health and beauty specialist retailers in Serbia looked very different a decade or more ago than they looked in 2018. The change was in line with the general modernisation trend that is affecting most channels within Serbian retailing; for chemists/pharmacies, it has manifested itself in a wider offer, frequent discounts, greater attention to interior design and extended opening hours.
Marketing activities were not traditionally very important for health and beauty specialist retailers in the country, but this is quickly changing. Consumers were naturally drawn to chemist/pharmacies located near them and this provided these outlets with significant enough sales.
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