Vitamins in Serbia

PROSPECTS

Improving perception and positioning of vitamins stimulates value growth in 2019

Vitamins is seeing slower, but good current value growth in 2019. Growth is mainly stimulated by the burgeoning perception that a regular intake of vitamins is very important for one’s health.

General health and economy trends favour multivitamins over single vitamins

In 2019, multivitamins continues to outpace single vitamins, overall, in retail volume and current value growth terms. Multivitamins are perceived by Serbian consumers as more effective in supporting general health.

Media publicity supports fast growth of vitamin D

Vitamin D is seeing the highest single increase in retail value growth terms in 2019. This is partly because vitamin D sales are growing from a very low base.

COMPETITIVE LANDSCAPE

The leading players compete on the basis of marketing, price and reputation

The domestic producers CaliVita International, Hemofarm and Galenika remain the top three players in vitamins in 2019. These players are well positioned to offer lower-priced products.

Private label sees signs of re-emergence, but requires time to prosper

While the major grocery retailers Delhaize and Mercator - S were present in vitamins until 2016, no significant private label lines have appeared in the years up to 2019. Nonetheless, at the end of 2018 Lidl entered Serbia and introduced its Optisana private label line of vitamins.

Bayer Pharma invests in marketing and shelf positioning to secure fast value growth

Bayer Pharma and its Supradyn brand are benefiting from notable investments in marketing, mostly point-of-sale banners and press advertisements, as well as better shelf positioning, particularly in Lilly outlets. Thus, Bayer Pharma is seeing the highest current value sales growth in vitamins in 2019.

Files are delivered directly into your account within a few minutes of purchase.