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Learn moreOct 2017
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Sleep aids in Serbia recorded high growth rates over the review period. This was fuelled by the strong growth recorded by the bestselling brand Persen.
Another factor that led to the slower current value growth of sleep aids in 2017 was the increased popularity of alternatives to these products in the form of herbal/traditional sleep aids. Many consumers started to turn away from OTC sleep aids because these products are starting to be perceived as unnatural and potentially harmful.
This trend towards herbal/traditional alternatives is part of a much wider movement which has the view that modern medicine should be questioned and replaced with natural remedies and prevention in the form of a healthy lifestyle as much as possible. Another manifestation of this trend is the refusal of a growing number of parents to vaccinate their children, which is, surprisingly enough, the strongest in biggest cities.
Serbian sleep aids was led by GSK Consumer Healthcare in 2017, with it maintaining a clear lead over the competition. One important factor that contributed to the producer’s good position is the fact that sleep aids in general remained visibly underdeveloped in Serbia in 2017.
In 2015, GSK Consumer Healthcare acquired Novartis along with its Persen brand of sleep aids in Serbia. Although this resulted in Persen seeing slightly slower value growth the new brand owner is even more financially able to invest in its promotion.
During the review period, the value share of others within sleep aids in Serbia declined. This indicates that the main brands are finding a way to obtain an even higher number of consumers and also that they have more loyal consumers.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Serbia 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 Serbia, 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.