Weight Management and Wellbeing in Croatia

PROSPECTS

Problems with obesity continue

A large percentage of the Croatian population are classified as obese with a body mass index above 30, with the most affected age group those aged above 45. Certain aspects of the Croatian diet, especially in areas away from the coast, are high in fat and carbohydrates, which does not help in maintaining a healthy weight.

Weight management currently on trend

Despite this situation, the problems of weight management and related solutions remained some of most popular talking points in Croatia in 2019, 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 remains 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banned from sale, the only representative of OTC obesity products in Croatia, Alli by GlaxoSmithKline, was voluntarily withdrawn from circulation in 2015.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 also led to a withdrawal in Croatia.

COMPETITIVE LANDSCAPE

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 remained the undisputed leader of weight management and wellbeing, and even clawed back some share in 2019. Benefiting from its strong position within meal replacement, Herbalife enjoys first-mover advantage in weight management and wellbeing and is the player most responsible for bringing the concept to the Croatian public.

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.

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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