Weight Management and Wellbeing in Serbia

PROSPECTS

OTC obesity and supplement nutrition drinks remain unavailable

In 2018, OTC obesity and supplement nutrition drinks were still not available to Serbian consumers. Manufacturers are aware that weight management and wellbeing is in general growing, but it would seem that their current assessment is that the category is still in its early stages of development and that investment in new areas is not worth the risk.

Slimming teas the best performing category in 2018

Slimming teas recorded the strongest current value growth in weight management and wellbeing in 2018, albeit from a low base. Nevertheless, the category benefited from many innovations and heavier investment in marketing over the review period.

Powder the most popular format in meal replacement but losing share

Powder remained the most popular format in meal replacement in 2018, closely followed by RTD shakes. However, powder products continued to lose share over the review period, to the benefit of both RTD shakes and bars, which profited from wider availability.

COMPETITIVE LANDSCAPE

Biomed maintains its leading position

Biomed remained the clear leader in weight management and wellbeing in Serbia in 2018, commanding a significant lead in value share over second-ranked Herbalife International. The company’s Biomed brand has been around for decades and has managed to gain the trust of consumers.

Labrada Nutrition posts the strongest performance while Oriflame suffers another heavy decline

Fifth-ranked Labrada Nutrition, with its Lean Body brand, posted the strongest increase in value sales in 2018. The company invested heavily in marketing and improving the brand’s distribution, with this paying off.

No private label products available

In 2018, there were still no private label products available in weight management and wellbeing in Serbia. This situation is not expected to change over the forecast period because these are seen as specialist products and Serbian consumers do not generally have much confidence in private label.

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