Consumer Health in Serbia - Research and Markets

Consumer health retail value sales in Serbia are led by analgesics, cough, cold and allergy (hay fever) remedies and vitamins and dietary supplements. Serbian consumers increased their use of analgesics in the wake of the Coronavirus (COVID-19) pandemic. This behaviour has remained robust through the remainder of the review period as health and economic concerns linger, enhanced by the higher incidence of flu.

The Consumer Health in Serbia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

CONSUMER HEALTH IN SERBIA

EXECUTIVE SUMMARY

Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Familiarity and trust continue to boost sales of acetaminophen and ibuprofen
Difficulties in obtaining a doctor’s appointment and growing consumer knowledge encourage self-medication
Advertising remains a key competitive tool

PROSPECTS AND OPPORTUNITIES

Self-medication and higher health awareness to sustain sales of analgesics
Leading players expected to continue to use marketing and advertising to gain a competitive edge
Expansion of chained drugstores/parapharmacies set to eat into pharmacies’ retail value share

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Return to out-of-home lifestyles increases incidences of coughs, colds, flu and allergies
Consumers return to specialised remedies to treat cough, cold and flu symptoms
Hemofarm and small players leverage affordable prices to make share gains

PROSPECTS AND OPPORTUNITIES

Out-of-home lifestyles to push need for specialised cough, cold and allergy (hay fever) remedies
Players to use marketing and advertising to gain a competitive advantage
Price-sensitive consumer base offers opportunities for affordable local brands

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027

DIGESTIVE REMEDIES IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

More active population limits growth potential in digestive remedies
Advertising and doctors’ recommendations boost digestive enzymes
Local players benefit from lower prices while international brands leverage marketing and quality perception

PROSPECTS AND OPPORTUNITIES

Healthier lifestyles trend to dampen growth potential
Marketing to increase visibility and engender brand loyalty
Retail developments widen the availability of digestive remedies

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027

DERMATOLOGICALS IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Return to out-of-home lifestyles hastens purchase of products for hair-related issues
Price-sensitive consumers look for lower-priced brands
Stigma associated with some dermatological problems deters OTC sales

PROSPECTS AND OPPORTUNITIES

Players to invest to produce and promote quick and effective solutions
Fading stigma to encourage steady growth in demand
Retail modernisation to boost product availability, awareness and sales

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027

WOUND CARE IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Return to out-of-home lifestyles sustains a demand for wound care
Shift to social media to engage directly with consumers
Innovations continue to add some dynamism to wound care

PROSPECTS AND OPPORTUNITIES

More active and mobile population offers growth opportunities
Galenika aims to leverage wide offer of basic wound care to retain the leading position
Growing assortments of basic wound care to push consumers towards drugstores and modern grocery retailers

CATEGORY DATA

Table 36 Sales of Wound Care by Category: Value 2017-2022
Table 37 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Wound Care: % Value 2018-2022
Table 39 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 40 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027

VITAMINS IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Vitamins C and D continue to ride immunity perception to drive retail volume growth in single vitamins
Higher awareness and knowledge support sales through drugstores
General health perception spreads to more specific positioning in multivitamins

PROSPECTS AND OPPORTUNITIES

Higher awareness of benefits and habit to push sales of vitamins
Dietary supplements is expected to undermine the demand for vitamins
Revival of new product development anticipated as players try to tap into growth potential

CATEGORY DATA

Table 42 Sales of Vitamins by Category: Value 2017-2022
Table 43 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 44 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 45 NBO Company Shares of Vitamins: % Value 2018-2022
Table 46 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 47 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027

DIETARY SUPPLEMENTS IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Heightened concerns over mineral deficiencies spike the demand for mineral supplements
Women’s health positioning remains popular as women are more in tune with the benefits of dietary supplements
Retail modernisation increases the pressure on pharmacies

PROSPECTS AND OPPORTUNITIES

Consumer confidence in the effectiveness of standard options to favour non-herbal ranges
Price-sensitivity and negative press expected to inform company strategies
Growing array of combination and single dietary supplements to cater to demand trends

CATEGORY DATA

Table 49 Sales of Dietary Supplements by Category: Value 2017-2022
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 51 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 52 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027

WEIGHT MANAGEMENT AND WELLBEING IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Products retain appeal as quick and convenient solutions despite growing healthy living trend
The leader Biomed benefits from strong brand association with weight management
Improved infrastructure and convenience and sensitivity perceptions boost e-commerce

PROSPECTS AND OPPORTUNITIES

Growing healthy living trend is likely to dampen growth potential
Natural positioning augurs well for slimming teas
More marketing and new product development anticipated alongside price promotions to develop and grow the category

CATEGORY DATA

Table 56 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027

SPORTS NUTRITION IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

More active and exercise-focused population boosts interest in sports nutrition
Players look to increase their penetration of modern grocery retailers
Growing interest in vegan and free from lactose sports nutrition links to wider healthier food trends

PROSPECTS AND OPPORTUNITIES

Greater marketing intensity to improve the perception of sports nutrition
Health and wellness trend to drive healthier assortments of sports nutrition
Growing product presence and promotions to boost interest in sports nutrition in modern grocery retailers

CATEGORY DATA

Table 62 Sales of Sports Nutrition by Category: Value 2017-2022
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027

HERBAL/TRADITIONAL PRODUCTS IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Desire for fast, effective relief favours non-herbal products
Rising health awareness sees more consumers take herbal options to avoid side-effects
Limited marketing investment stabilises competitive landscape

PROSPECTS AND OPPORTUNITIES

Consumers to favour non-herbal products for fast and effective relief from digestive and dermatological problems
More natural options to stimulate sales, but price remains an obstacle

CATEGORY DATA

Table 68 Sales of Herbal/Traditional Products: Value 2017-2022
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2017-2022
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2022-2027
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2022-2027

PAEDIATRIC CONSUMER HEALTH IN SERBIAKEY DATA FINDINGS

2022 DEVELOPMENTS

Higher incidence of coughs, colds and flu spikes sales of paediatric cough/cold remedies
Trickle down of adult trends boosts the use of paediatric analgesics
Parents are less likely to trade down when purchasing paediatric remedies

PROSPECTS AND OPPORTUNITIES

Return to pre-pandemic lifestyles to increase the demand for paediatric remedies and foster company investment
Rising incidence of coughs, colds and flu and search for immunity and general health benefits to inform parental choices
Retail modernisation trend to increase variety of distribution

CATEGORY DATA

Table 74 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 77 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 78 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027