Weight Management and Wellbeing in Bosnia and Herzegovina

PROSPECTS

The category ties in with the health trend and the drive to improve one’s appearance

Growing health and wellness awareness among consumers boosts demand in weight management and wellbeing in Bosnia-Herzegovina at the end of the review period. Consumers are constantly bombarded with content suggesting what healthy is and what appearance goals should be.

Meal replacement appeals for its holistic approach to health, while the jury is still out on the physical benefits of fasting

Meal replacement is recording the highest value sales growth in weight management and wellbeing in Bosnia-Herzegovina during 2019. Value sales in meal replacement are dominated by a single brand, Herbalife Nutrition, a global leader, which has focused on developing a strong direct selling infrastructure in the country during the review period.

Currently underdeveloped, wellbeing has a deeper role to play

Wellbeing is the undervalued part of weight management and wellbeing in Bosnia-Herzegovina, as physical appearance is an easily identifiable goal, whereas wellbeing is more about one’s subjective experience of health and psyche. Hence, most products available in weight management and wellbeing in the country exclusively focus on promoting physical appearance goals, neglecting the wellbeing component, which may resonate with consumer segments outside of the mainstream millennial demographic.

COMPETITIVE LANDSCAPE

Abela leads an increasingly concentrated category

Abela Pharm doo is the comfortable leader in weight management and wellbeing in Bosnia-Herzegovina at the end of the review period. Second-ranked Herbalife International Inc is making steady gains each year and is followed by Pharmamed doo.

Consumers’ weight loss is Herbalife’s gain

Herbalife’s strategy seems to be the most effective in generating growth, as it relies on verified testimonials of real users, unlike Abela Pharm’s strategy built around celebrity endorsements. Indeed, the biggest gainer in terms of retail value sales growth in 2019 has been Herbalife, bolstered by its higher investments in marketing, particularly social networks, on which it is quite active.

Frequent advertising reflects an image-preoccupied society, while private label slimming teas emerge

Losing weight tends to be very important to many consumers, to the extent that some of them prioritise it over other health problems. As a result, weight management and wellbeing products are unusually well advertised through TV commercials, sponsorships of TV shows, billboards and POS banners and posters, with investment being much greater than that for most OTC products.

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