Vitamins in Bosnia-Herzegovina

PROSPECTS

Doctors getting into nutrition

Doctors in Bosnia-Herzegovina are increasingly comfortable recommending vitamins, as well as dietary supplements, moving away from the traditional medical perception that it is not the doctor’s place to give nutritional advice. Nutrition and medical practice have grown increasingly interconnected, especially during the past decade, with the soaring availability of information on nutrition that is now readily available to medical workers on the internet.

Family of vitamin B

Vitamin B is the highest value growth category in vitamins in Bosnia-Herzegovina during 2018. Vitamin B is also the fastest-growing format during the review period as a whole.

Performance of paediatric vitamins

Paediatric vitamins in Bosnia-Herzegovina is a format dominated by either AD vitamin complex or vitamin D in single form, typically prescribed to all babies born in the country to help regulate proper bone and joint development. These products are usually administered in the drops format.

COMPETITIVE LANDSCAPE

Traditional practices favour generics

Regional players led vitamins in Bosnia-Herzegovina at the end of the review period, focusing on simple, affordable, generic products. This relates to a traditional practice of doctors prescribing vitamins, primarily as generics, hence there was no need to differentiate one’s offering.

Orthomol excels at product differentiation and customisation

Orthomol GmbH recorded the highest value share increase in vitamins in Bosnia-Herzegovina during 2018. Its focus is on multivitamins, specifically formulated to appeal to precisely defined consumer segments: pregnancy, sport, immune system, and others.

Opportunities in private label

Private label penetrated vitamins in Bosnia-Herzegovina during the review period, primarily through the dm-Drogerie Markt retail chain but increasingly through pharmacy chains. Vitamins are largely unregulated by consumer health authorities, which makes it a lot easier for retailers to launch private label and benefit from the increasing demand for vitamin supplementation.

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