Weight Management and Wellbeing in Bosnia-Herzegovina

PROSPECTS

Millennials driving demand in weight management and wellbeing

Growing health and wellness awareness of 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, what appearance goals should be, and the population most affected by this trend is the millennials.

Meal replacement grows strongly

Meal replacement is the highest value growth category in weight management and wellbeing in Bosnia-Herzegovina during 2018. Sales and growth in meal replacement is dominated by a single brand, Herbalife, a global leader, which has focused on developing a strong direct selling infrastructure in the country during the review period.

Focus on wellbeing

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 the mainstream millennials consumer segment.

COMPETITIVE LANDSCAPE

Different strategies deployed in weight management and wellbeing

Abela Pharm doo and Herbalife International Inc were the dominant players in weight management and wellbeing in Bosnia-Herzegovina at the end of the review period, followed by a pack of numerous players with a marginal contribution to total sales. Abela Pharm and Herbalife are as different as it gets.

Herbalife sees strong growth

Both players were increasing their value share at the end of the review period, but Herbalife’s strategy seems to be more effective in generating growth as it relies on verified testimonials or real users, unlike Abela Pharm’s strategy built around celebrity endorsements. There is a lot of trust involved in the direct selling method deployed by Herbalife, which seems to be driving an increasing number of consumers to it.

Private label emerging

Private label was penetrating weight management during the review period in Bosnia-Herzegovina, particularly through the dm-Drogerie Markt chain, which carries weight loss supplements, as well as meal replacement products and slimming teas. Private label slimming teas are increasingly a trend through pharmacy chains.

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