There was a noticeable upsurge in the popularity of products labelled or positioned and/or perceived as “natural” among Serbian consumers over the review period. This continues to positively affect herbal/traditional products in value growth terms in 2019.
Cough, cold and allergy (hay fever) remedies is the second most valuable category in herbal/traditional products, after dietary supplements, in 2019. The popularity of herbal/traditional cough, cold and allergy (hay fever) remedies is derived from the growing naturalness trend.
Herbal/traditional sleep aids is seeing the highest current value sales growth in 2019. This is partly because non-herbal/traditional sleep aids are largely perceived as psychiatric drugs and, therefore, shunned by many consumers.
The biggest players within herbal/traditional products in Serbia are often producers of dietary supplements, which are also perceived as “natural” options that justify potential additional costs. These leading manufacturers basically market these two product types as parts of the same portfolio.
In 2019, Pfizer (GBO Johnson & Johnson) is the most active player in terms of advertising via the most effective channel, television. The company’s support of BenGay herbal/traditional topical analgesics with TV advertisements helped to increase brand value sales at the end of the review period.
The distribution landscape is being impacted by the general development and modernisation of retailing in Serbia. Internet retailing is still a small channel for herbal/traditional products, but its value sales continue to grow positively in 2019.
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This industry report originates from Passport, our Consumer Health market research database.