Weight Management and Wellbeing in Serbia

PROSPECTS

Familiar and trusted meal replacement continues to lead the category

Meal replacement, weight loss supplements and slimming teas remain the only product types available in weight management and wellbeing in Serbia in 2019. While slimming teas is seeing the fastest current value growth, this is derived from a much smaller base.

Slimming teas benefits from the health and wellness trend and company activity

In line with the growing health and wellness trend, herbal/traditional products are gaining in popularity. This is one reason for the fast current value growth in slimming teas.

Bars is set to gain ground as a convenient, on-the-go format in meal replacement

Powder remains the most popular format in meal replacement, closely followed by RTD shakes. However, the powder format continues to come under pressure from the growing interest in RTD shakes and bars, which are benefiting from wider availability.

COMPETITIVE LANDSCAPE

Biomed leverages consumer trust to lead familiar names in dietary supplements

The core business of most of the main players in weight management and wellbeing is dietary supplements. Most consumers are familiar with their weight management and wellbeing brands through dietary supplements.

DietX follows typical marketing strategy to seek space in a strong field

Most marketing campaigns for weight management and wellbeing products focus on claims to facilitate weight loss without the need to follow a strict diet or exercise regularly. The owner of a new aspiring entrant in the market, DietX weight loss preparations, followed this strategy with the launch of a large-scale campaign in mid-2019.

Biomed’s online shop provides foundation for internet retailing’s growth

Internet retailing’s value share in consumer health is highest in weight management and wellbeing in 2019. Its double-digit share is high compared with all other consumer health categories, and many fmcg categories.

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