Executive Summary

Oct 2019
PROSPECTS
Rising number of gyms stimulates interest in exercise and sports nutrition

Sports nutrition continues to see healthy current value growth in 2019. Growth is supported by a wider wellness trend that sees consumers taking more care of their health and appearance.

Powder format loses value share to more convenient protein/energy bars

Increasing health concerns over sports protein products are leading to a shift to sports non-protein products. Many consumers in Serbia believe that sports protein products have a number of negative effects on human health, ranging from heart disease to sexual dysfunction.

Shift to sports non-protein products as fear over health effects of protein options grows

Sports non-protein products continues to see by far the strongest current value growth in sports nutrition in 2019, albeit from a relatively low base. Nevertheless, the category is benefiting as consumers start to consider the potential harmful effects of sports protein products on human health, such as a weakening of both the cardiovascular system and sexual performance.

COMPETITIVE LANDSCAPE
Leading players set to invest to push consolidation in the category

The competitive landscape remains highly fragmented in 2019. Numerous brands by many producers are available in Serbia, and “others” accounts for significantly more than one half of value sales.

Penetration of key marketing channels may offset negative perception

There is a visible shift in terms of the marketing of sports nutrition. Traditionally, these products have been aimed at bodybuilders and men via specialist publications.

Health positioning and new product development offer value growth opportunities

Lenic Laboratories continues to see the fastest increase in current value sales in 2019. The company’s Natural Twist Protein brand benefits from its indicative name and repeated claims that are very much in line with the nascent health and wellness trend in the country.

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Sports Nutrition in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition 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 Sports Nutrition industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Nutrition in Serbia?
  • What are the major brands in Serbia?
  • What is the market size of Sports Nutrition in Serbia?
  • What are the major brands in Serbia?
  • Do consumers prefer powders, tablets, or RTD?
  • Do consumers prefer protein, amino acid, whey, or creatine products?

Why buy this report?

  • 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

This industry report originates from Passport, our Consumer Health market research database.

Sports Nutrition in Serbia - Category analysis

HEADLINES

PROSPECTS

Rising number of gyms stimulates interest in exercise and sports nutrition
Powder format loses value share to more convenient protein/energy bars
Shift to sports non-protein products as fear over health effects of protein options grows

COMPETITIVE LANDSCAPE

Leading players set to invest to push consolidation in the category
Penetration of key marketing channels may offset negative perception
Health positioning and new product development offer value growth opportunities

CATEGORY DATA

Table 1 Sales of Sports Nutrition by Category: Value 2014-2019
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Consumer Health in Serbia - Industry Overview

EXECUTIVE SUMMARY

Health and self-medication trends maintain positive value growth performance
Focus on marketing and distribution as new product development is limited
The main players use advertising to gain an edge in a highly fragmented landscape
Drugstores/pharmacies and grocery retailers continue to develop as alternatives to chemists/pharmacies
Healthy but slower value growth as signs of maturity appear in bigger categories

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources