Executive Summary

Oct 2019
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.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Vitamins in Serbia

SAMPLES:

FAQS ABOUT SAMPLES

DELIVERY:

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

OVERVIEW

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

The Vitamins 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 Vitamins in Serbia?
  • What are the major brands in Serbia?
  • Are combination products with acetaminophen still popular?
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.

Vitamins in Serbia - Category analysis

HEADLINES

PROSPECTS

Improving perception and positioning of vitamins stimulates value growth in 2019
General health and economy trends favour multivitamins over single vitamins
Media publicity supports fast growth of vitamin D

COMPETITIVE LANDSCAPE

The leading players compete on the basis of marketing, price and reputation
Private label sees signs of re-emergence, but requires time to prosper
Bayer Pharma invests in marketing and shelf positioning to secure fast value growth

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins 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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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