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Learn moreNov 2017
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Most consumers in Bosnia-Herzegovina know the names of popular Rx sleep aids, including Bensedin by Galenika, Apaurin by Krka, Bromazepam by Hemofarm and Lexilium by Alkaloid, simply because these products are widely used in the country, and obtained without major difficulties even without a doctor’s prescription. Somewhat stricter control of Rx products retailing at the end of the review period led to increased demand for OTC alternatives such as GSK Consumer Healthcare’s Persen brand.
Advertising of Rx products is forbidden in Bosnia-Herzegovina, although most consumers still know of Bensedin, Apaurin, Bromazepam or Lexilium. Word of mouth and doctors’ recommendations have built a strong market for these brands in the country.
There are plenty of opportunities in sleep aids which will likely accelerate a shift from the declines of the review period towards solid growth over the forecast period. Advertising is key to boosting growth but it should be accurately targeted at interesting consumer segments.
Persen, a brand range now owned by GSK Consumer Healthcare, is the only product in sleep aids which has established a comprehensive supporting marketing strategy. It is a recognisable alternative to popular Rx products, which most consumers are aware of thanks to the continued advertising support it received over the past decade.
Reacting to the growing potential in sleep aids and leveraging the strong brand name of Persen, GSK Consumer Healthcare is actively expanding its product range in the category, launching its NeoPersen and, most recently, Deprim brands. The company seems to be focusing on differentiating its portfolio in sleep aids, offering consumers customised products which are designed to address increasingly specific issues with stress and/or sleep.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Bosnia and Herzegovina with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Sleep Aids industry in Bosnia and Herzegovina, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Consumer Health market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.