Weight Management and Wellbeing in Croatia

PROSPECTS

Problems with obesity continue

Croatia was ranked eighth worst within the EU in 2018 in terms of obesity, with 19% of the population being officially obese with a body mass index above 30. The most affected age group are those aged above 45; for this age group, around a quarter of Croatians are classed as obese.

Weight management currently in trend

The problems with weight mentioned above and related solutions were, as of 2018, some of most popular talking points in Croatia, and consequently, this helped support healthy growth of weight management and wellbeing. The public are well aware of weight problems in the country and openly admit that something should be done about Croatians’ eating habits.

OTC obesity still in limbo

Although it has not been officially banned from sale, the only representative of OTC obesity products in Croatia, Alli by GlaxoSmithKline, was voluntarily withdrawn from circulation in 2015. Possible reasons are the problems the brand encountered in other countries, which eventually led to a withdrawal in Croatia as well.

COMPETITIVE LANDSCAPE

Direct selling channel shows its strength

Weight management and wellbeing products require discrete amounts of education and explanations during their marketing process. As a result, store-based channels are at a disadvantage because they are not able to provide a satisfactory level of explanation.

Herbalife is the undisputed leader

Even though the company’s value share of weight management and wellbeing declined over the review period and it experienced some legal problems around the globe, Herbalife continued to be the undisputed leader of weight management and wellbeing in 2018. Benefiting from its strong position within meal replacements, Herbalife enjoys first-mover advantage in weight management and wellbeing and is the player most responsible for bringing the concept to the Croatian public.

Private label makes good use of its position

In a category where over half of all sales occur outside of store-based channels, private label has nonetheless achieved a strong presence within weight management and wellbeing. While grocery retailers have not been particularly active, the non-grocer dm-Drogerie Markt has managed to obtain a significant value share of weight management and wellbeing.

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