Consumer Health in Serbia

Consumer Health in SerbiaPublished: October 2011Price: $ 2400Increased health awareness and willingness to self-medicate boost salesThe review period saw growing demand for consumer health in Serbia. This trend wassupported by a number of factors, including improved living standards and bettereducation in general and with regards to health and wellness. Consumers thus becameincreasingly willing to self-medicate. There was also a rapid increase in the range ofproducts on offer in consumer health, as more foreign producers entered followingliberalisation in 2001. Meanwhile, there was rapid expansion in retailing during the reviewperiod, including chemists/pharmacies and parapharmacies/drugstores. This resulted inconsumer health becoming more accessible to Serbian consumers, particularly in ruralareas.Growth slows due to economic downturnSales growth notably slowed towards the end of the review period due to the impact of theeconomic downturn. Serbia saw a marked drop in real GDP and in remittances in 2009,with only a slight recovery in 2010. Consumers were meanwhile faced by high inflation anddeclining disposable income levels. Consequently, many consumers were forced to cutback on their spending on consumer health, with many product areas thus seeing weakercurrent value growth in the year.Affordable domestic and regional players gain shareThe impact of the economic downturn could clearly be seen on company shares inconsumer health at the end of the review period. Affordable domestic players consequentlymainly gained share in 2010 over the previous year. The leading player in 2010 was state-owned Galenika, which benefits from offering good quality products at low prices. Thiscompany thus saw the strongest growth in value share in the year. Affordable regionalplayers also gained share, such as Alkaloid from Macedonia.Retailing sees rapid developmentThe Serbian retailing industry saw rapid development during the review period, with thenumber of outlets selling consumer health dramatically increasing. There was particularlystrong growth in the number of privately-owned chemists/pharmacies, beauty specialistretailers and supermarkets/hypermarkets during the review period. Retailing expansionwas thus a key factor behind good current value growth in consumer health, particularlydriving sales growth in rural areas as consumers’ access to these products improved. Inaddition, growing competition in the retailing of these products increased price competitionwithin consumer health and resulted in many products becoming more affordable.Good forecast period growth thanks to ageing populationSerbia’s ageing population is expected to support strong growth for consumer healthduring the forecast period. The country’s consumer base is also expected to become more

sophisticated in its understanding of health problems and their treatment, with growingmedia coverage of health and wellness in the country. Consumers are thus likely tobecome more willing to self-medicate. This trend is likely to be encouraged by furtherexpansion in the number of chemists/pharmacies and parapharmacies/drugstores acrossthe country and by these outlets offering a wider range of consumer health.TABLE OF CONTENTSConsumer Health in Serbia - Industry OverviewEXECUTIVE SUMMARYIncreased health awareness and willingness to self-medicate boost salesGrowth slows due to economic downturnAffordable domestic and regional players gain shareRetailing sees rapid developmentGood forecast period growth thanks to ageing populationKEY TRENDS AND DEVELOPMENTSRetailing expansion improves consumer accessSerbian population ages and declinesEnd of government price controls on OTCMARKET INDICATORSTable 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010Table 2 Life Expectancy at Birth 2005-2010MARKET DATATable 3 Sales of Consumer Health by Category: Value 2005-2010Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010Table 5 Consumer Health Company Shares 2006-2010Table 6 Consumer Health Brand Shares 2007-2010Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015APPENDIXOTC registration and classificationVitamins and dietary supplements registration and classificationSelf-medication/self-care and preventative medicineSwitchesDEFINITIONSSummary 1 Research SourcesConsumer Health in Serbia - Company ProfilesHemofarm ad in Consumer Health (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 4 Hemofarm ad: Production Statistics 2010

COMPETITIVE POSITIONINGSummary 5 Hemofarm ad: Competitive Position 2010Ivancic i Sinovi doo in Consumer Health (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 8 Ivancic i Sinovi doo: Competitive Position 2010Jugoremedija ad in Consumer Health (Serbia)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 11 Jugoremedija ad: Competitive Position 2010Adult Mouth Care in Serbia - Category AnalysisHEADLINESTRENDSAdult mouth care saw only slow current value growth in 2010, with sales mainly beingboosted by inflation. Due to the impact of the economic downturn, some consumers cutback on the use of these products. By 2010, consumers typically use these products onlywhen they have a mouth infection and adult mouth care is recommended by a doctor or apharmacist. These products were thus rarely used for minor mouth ulcers.SWITCHESCOMPETITIVE LANDSCAPEThe leader in adult mouth care is domestic player Jugoremedija with its brand Cliacil. Thisbrand accounted for 23% value share in 2010 and has been the leading brand in adultmouth care for more than a decade. The brand is positioned as curing most mouthinfections and the majority of pharmacists and doctors routinely recommend Cliacil. Thebrand is positioned similarly to Galenika’s Aciklovir and Hemofarm’s Nystatin, which areCliacil’s main competitors.PROSPECTSEasy-use products are expected to gain share during the forecast period, such as FitoseptOriblete and Tantum Verde. These international brands are expected to gain share frompopular domestic brands thanks to their convenience and rapid effect. Younger consumersincreasingly prefer easy-use and instant remedies and are thus turning away from olderbrands. This trend is also expected to be encouraged by Serbia’s economic recovery,particularly towards the end of the forecast period.CATEGORY DATATable 11 Sales of Adult Mouth Care: Value 2005-2010Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010Table 13 Adult Mouth Care Company Shares 2006-2010Table 14 Adult Mouth Care Brand Shares 2007-2010Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015

Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015Analgesics in Serbia - Category AnalysisHEADLINESTRENDSAnalgesics has been among the most popular product areas in consumer health in Serbiafor decades, with these products being used by all age and income groups. These are themost common medicines to be found in Serbian households, being used for a wide rangeof mild health issues. Consequently, analgesics benefited strongly from a growingconsumer confidence in self-medication. Growth was also spurred by growing consumerawareness of child-specific systemic analgesics and topical analgesics/anaesthetic.SWITCHESCOMPETITIVE LANDSCAPEGalenika is a long-established Serbian medicine producer and led sales of analgesicsthroughout the review period, accounting for 38% value share in 2010. The companybenefits from offering the brands Brufen in ibuprofen, Anbol in aspirin and Paracetamol inacetaminophen, with these having been well accepted among middle-aged and olderconsumers for many decades. The company offers a wide range of analgesics, however,with this also including stomach-friendly Acetisal pH 8 in aspirin, Diklofen in a range ofstrengths in diclofenac, Defrinol in child-specific ibuprofen and Brufen and Diklofen brandextensions in topical analgesics/anaesthetic.PROSPECTSThere is expected to be growing interest in niche product areas during the forecast period,as many consumers trade up in search of more effective analgesics. The bulk of sales willcontinue to be accounted for by economy products from lower-priced product areas.However, widening distribution and increasing consumer sophistication will boost sales forproducts such as child-specific analgesics and naproxen.CATEGORY DATATable 17 Sales of Analgesics by Category: Value 2005-2010Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010Table 19 Analgesics Company Shares 2006-2010Table 20 Analgesics Brand Shares 2007-2010Table 21 Forecast Sales of Analgesics by Category: Value 2010-2015Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015Calming and Sleeping in Serbia - Category AnalysisHEADLINESTRENDSFrom 2002 onwards, the Serbian Ministry of Health introduced more rigorous controls overRx calming and sleeping products. The government imposed heavier fines on pharmacistsselling Rx products under-the-counter and also required prescriptions to be endorsed byan additional second doctor. These measures were taken in response to the widespreadabuse of Rx calming and sleeping products, with some consumers having used strong Rxproducts such as Bensendin without a doctor’s prescription for many years.SWITCHESCOMPETITIVE LANDSCAPELek is the leading player in calming and sleeping products and accounted for 8% valueshare in 2010. This company offers Persen in Serbia on behalf of multinational playerNovartis. Persen gained popularity among Serbian consumers in 2002-2003 as a

replacement for Rx products, following tighter controls on Rx sales. Persen is thus asynonym for OTC calming and sleeping products among many consumers and also amongmany pharmacists and doctors. The brand consequently benefits from frequentrecommendations as effective stress relief.PROSPECTSCalming and sleeping products is expected to continue to see rapid expansion over theforecast period with a constant value CAGR of 6%. A growing number of Serbianconsumers are expected to start to use these products, partly due to ongoing economicconcerns at the start of the forecast period. Strict controls on under-the-counter sales ofRx products will also continue to support strong sales growth for Rx products.CATEGORY DATATable 23 Sales of Calming and Sleeping: Value 2005-2010Table 24 Sales of Calming and Sleeping: % Value Growth 2005-2010Table 25 Calming and Sleeping Company Shares 2006-2010Table 26 Calming and Sleeping Brand Shares 2007-2010Table 27 Forecast Sales of Calming and Sleeping: Value 2010-2015Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015Cough, Cold and Allergy (Hay Fever) Remedies in Serbia - Category AnalysisHEADLINESTRENDS2009 saw strong growth for cough, cold and allergy (hay fever) remedies due to theAH1N1 epidemic. Products such as combination products and cough remedies benefited inthis year by many consumers using them as a preventative measure against flu, thusseeing 24% and 23% current value growth respectively in 2009. However, 2010 saw salesgrowth plummet in these areas as the panic subsided, with combination products seeingonly 1% current value growth in 2010 and cough remedies growing by just 6%.SWITCHESCOMPETITIVE LANDSCAPEZdravlje-Leskovac, which is owned by Icelandic company Actavis, is the leader in Serbiancough, cold and allergy (hay fever) remedies and accounted for 18% of value in 2010. Thecompany’s Fitosept range is very familiar to most Serbian consumers due to having beenpresent in the country for decades. The company however lost share slightly in 2010 overthe previous year as it struggled to match the strong marketing support offered by othermultinationals such as GlaxoSmithKline and Bristol-Myers Squibb.PROSPECTSDemand for child-specific cough, cold and allergy (hay fever) remedies is expected to riseover the forecast period. Growth will be supported by growing awareness of theseproducts’ gentle effect and a growing interest in child-specific consumer health in general,with this underpinning 5% constant value CAGR for child-specific cough/cold remedies.Growth is also expected to be driven by strong new product development in this productarea. 2010 saw the entry of Nasya kids, which is expected to spur strong growth in child-specific allergy remedies and result in this product area gaining significant sales during theforecast period.CATEGORY DATATable 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value2005-2010Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % ValueGrowth 2005-2010

Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2006-2010Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2007-2010Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:Value 2010-2015Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %Value Growth 2010-2015Digestive Remedies in Serbia - Category AnalysisHEADLINESTRENDSDigestive remedies suffered from the impact of the economic downturn at the end of thereview period. Increased price-sensitivity resulted in many consumers switching frompackaged to home-made digestive remedies towards the end of the review period, withthis trend impacting product areas such as laxatives and diarrhoeal remedies. In addition,consumers spent less on food and drink, with a shift away from richer food and alcoholicdrinks also resulting in less demand for digestive remedies.SWITCHESCOMPETITIVE LANDSCAPEZdravlje-Leskovac offers popular brand Ranisan in H2 blockers on behalf of Actavis Group.The company is thus the leading player in digestive remedies, with Ranisan aloneaccounting for 20% value share in 2010. The company’s other leading brand is Loperamidin diarrhoeal remedies, with both brands benefiting from strong distribution, widespreadconsumer awareness and effective marketing support. Ranisan is commonly-recommendedin chemists/pharmacies and parapharmacies/drugstores for those suffering fromindigestion and heartburn. Overall, Zdravlje-Leskovac accounted for 30% value share in2010.PROSPECTSGrowth is expected to be muted for digestive remedies during the forecast period. Salesgrowth is likely to remain low due to consumers’ economic uncertainty, with many optingfor lower-priced or home-made remedies as a result. In addition, there is likely to begrowing awareness of the causes of digestive disorders during the forecast period.Consequently, many consumers will seek to improve their digestion by eating healthierdiets, observing stricter levels of hygiene and supplementing their diets with pro/pre bioticdairy products.CATEGORY DATATable 35 Sales of Digestive Remedies by Category: Value 2005-2010Table 36 Sales of Digestive Remedies by Category: % Value Growth 2005-2010Table 37 Digestive Remedies Company Shares 2006-2010Table 38 Digestive Remedies Brand Shares 2007-2010Table 39 Forecast Sales of Digestive Remedies by Category: Value 2010-2015Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015Ear Care in Serbia - Category AnalysisHEADLINESTRENDSThere was little activity within ear care towards the end of the review period. Playersinvested little in promoting these products and there was a lack of new productdevelopment. Sales are dominated by two brands: Galenika’s Hydrocyclin and Hemofarm’sOtol H, which have been present for many years. This lack of competitive activity hindered

sales growth, with current value growth thus mainly being driven by a growing consumerwillingness to self-medicate and by inflation.SWITCHESCOMPETITIVE LANDSCAPEGalenika leads ear care, with its Hydrocyclin brand accounting for 36% value share in2010. This brand is widely recognised by pharmacists and doctors, both reducinginflammation and containing antibiotics that tackle a wide range of bacterial ear infections.Those consumers who self-medicate are also most likely to choose this brand, as it hasbeen present in Serbia for decades and thus enjoys the strongest consumer awarenesswithin ear care.PROSPECTSSerbian ear care is not expected to see dramatic changes during the forecast period interms of increased demand, premiumisation or new entrants. Value sales growth willinstead be driven mainly by inflation. However, slow volume growth of around 1-2% ayear will also be supported by increased health awareness and a growing willingness toself-medicate. Rural sales growth will also be supported by expansion in the number ofchemists/pharmacies and parapharmacies/drugstores in these areas, with this making earcare more accessible.CATEGORY DATATable 41 Sales of Ear Care: Value 2005-2010Table 42 Sales of Ear Care: % Value Growth 2005-2010Table 43 Ear Care Company Shares 2006-2010Table 44 Ear Care Brand Shares 2007-2010Table 45 Forecast Sales of Ear Care: Value 2010-2015Table 46 Forecast Sales of Ear Care: % Value Growth 2010-2015Eye Care in Serbia - Category AnalysisHEADLINESTRENDSSerbian eye care was constrained by a lack of player investment at the end of the reviewperiod. There was little activity in terms of new product development or in terms ofmarketing. Value sales growth was thus mainly caused by increased current value pricesdue to inflation rather than volume growth or premiumisation. Sales however benefitedfrom increased health-awareness among Serbian consumers and a growing willingness toself-medicate.SWITCHESCOMPETITIVE LANDSCAPEGalenika dominates eye care sales and accounted for 53% value share in 2010. Thecompany’s Chloramphenicol is among the brands most recommended by doctors andpharmacists as it cures most mild eye problems and tackles a wide spectrum of bacteria.Chloramphenicol has been present in Serbia for decades. Many consumers suffering fromlong-term mild eye problems consequently purchase this product themselves without anyprevious consultation with a doctor or pharmacist.PROSPECTSEye care is not expected to see dramatic changes during the forecast period. The leadingbrands are expected to remain strong during the forecast period, benefiting from a longhistory in the country and a high degree of customer loyalty. However, sales growth islikely to be constrained by consumer price-sensitivity at the start of the forecast period.

Overall, eye care is thus expected to see a slow constant value CAGR of 2% during theforecast period.CATEGORY DATATable 47 Sales of Eye Care by Category: Value 2005-2010Table 48 Sales of Eye Care by Category: % Value Growth 2005-2010Table 49 Standard Eye Care by Type: % Value Breakdown 2007-2010Table 50 Eye Care Company Shares 2006-2010Table 51 Eye Care Brand Shares 2007-2010Table 52 Forecast Sales of Eye Care by Category: Value 2010-2015Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015Herbal/Traditional Products in Serbia - Category AnalysisHEADLINESTRENDSHerbal/traditional products benefited from two main trends at the end of the reviewperiod. Firstly, these products benefited from their natural image. There was a growinghealth-awareness in the country during the review period, with consumers becomingincreasingly concerned about the side effects associated with standard products. Inaddition, many herbal/traditional products also benefited from low prices, which attractedconsumers in the wake of the economic downturn.COMPETITIVE LANDSCAPEHerbal/traditional products is extremely fragmented, with “others” accounting for 89%value share in 2010. This is due to a large number of product categories and also due to alarge number of small domestic products. “Others” further gained over half a percentagepoint in value share in 2010 over the previous year, while all leading players either lostshare or stagnated. This was due to parapharmacies/drugstores and chemists/pharmaciesoffering a wider range of products and brands.PROSPECTSSales of herbal/traditional products are expected to benefit from the health and wellnesstrend during the forecast period. Consumers are expected to increasingly question the sideeffects associated with standard medicines. In addition, there is expected to be increasingtrust in the efficacy and safety of herbal remedies.CATEGORY DATATable 54 Sales of Herbal/Traditional Products: Value 2005-2010Table 55 Sales of Herbal/Traditional Products: % Value Growth 2005-2010Table 56 Herbal/Traditional Products Company Shares 2006-2010Table 57 Herbal/Traditional Products Brand Shares 2007-2010Table 58 Forecast Sales of Herbal/Traditional Products: Value 2010-2015Table 59 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015Medicated Skin Care in Serbia - Category AnalysisHEADLINESTRENDSMedicated skin care suffered due to the crisis in Serbia in 2010, due to the cosmeticpositioning of many products. Many consumers cut back on their purchase of productssuch as acne treatments, medicated shampoos and hair loss treatments, regarding theseproducts as non-essential. There was also a shift from topical germicidals/antiseptics andnappy (diaper) rash treatments to cheaper home-made alternatives, such as alcohol andchamomile tea. 2010 thus saw visibly slower current value growth at 3% in comparison toa review period current value CAGR of 13%.

SWITCHESCOMPETITIVE LANDSCAPEBeiersdorf leads sales of medicated skin care thanks to its Nivea Baby brand in nappy(diaper) rash treatments. The company led sales throughout the review period andaccounted for 33% value share in 2010. Nivea is an extremely popular skin care brand inSerbia, having been present for decades and entering before most other foreign.PROSPECTSSlow economic recovery during the forecast period is expected to boost sales formedicated skin care. Many of these products are widely regarded as non-essential, withthis perception hindering sales growth for products such as acne treatments andmedicated shampoos. Consequently, sales growth is expected to benefit from risingdisposable income levels. Growth is also expected to be supported by greater competitionduring the forecast period, with both players and retailers likely to compete for share byfocusing on offering low prices and strong marketing support.CATEGORY DATATable 60 Sales of Medicated Skin Care by Category: Value 2005-2010Table 61 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010Table 62 Medicated Skin Care Company Shares by Value 2006-2010Table 63 Medicated Skin Care Brand Shares 2007-2010Table 64 Hair Loss Treatments Brand Shares 2007-2010Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015NRT Smoking Cessation Aids in Serbia - Category AnalysisHEADLINESTRENDSOn 11 November 2010, Serbia introduced the Law of Protection from Tobacco Smoke. Thistough legislation banned smoking inside and outside all government buildings and inschools, social care institutions, building used for cultural or sporting activities and mediabuildings. Smoking is banned in all enclosed public spaces and work spaces as well asmany on-trade outlets and in open air theatres and cinemas. Smaller bars and cafes maydecide if they wish to be smoke-free or not, while larger on-trade outlets must provide anon-smoking area that occupies more than half of the premises and is properly ventilated.Fines for non-compliance are high, ranging from RSD5,000 upwards.SWITCHESCOMPETITIVE LANDSCAPEJohnson & Johnson’s Nicorette Freshmint is the only product available in NRT smokingcessation aids in Serbia. This lack of competition constrained growth at the end of thereview period. There is little pressure on Johnson & Johnson to offer attractive prices or toinvest in strong advertising support, due to the company’s monopoly within NRT smokingcessation aids.PROSPECTSThe introduction of the smoking ban in 2010 is expected to result in a further decline inthe smoking population during the forecast period. This legislation is expected to berigorously enforced as Serbia seeks EU membership. The government is also expected tofurther increase taxes on all tobacco products over the forecast period. Overall, thenumber of smokers in Serbia is expected to drop to 1.5 million by 2015, down by 13%during the forecast period. The smoking population is thus set to decline to below 27% of

the overall population. A growing number of smokers will seek to quit smoking, spurred bythe smoking ban and by growing health-awareness in the country.CATEGORY INDICATORSTable 67 Number of Smokers by Gender 2005-2010CATEGORY DATATable 68 Sales of NRT Smoking Cessation Aids by Category: Value 2005-2010Table 69 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2005-2010Table 70 NRT Gum Flavours: % Value Breakdown 2006-2010Table 71 NRT Smoking Cessation Aids Company Shares 2006-2010Table 72 NRT Smoking Cessation Aids Brand Shares 2007-2010Table 73 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2010-2015Table 74 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth2010-2015Sports Nutrition in Serbia - Category AnalysisHEADLINESTRENDSSports nutrition suffered from an extremely narrow target group throughout the reviewperiod. These products are only used regularly by bodybuilders. Most Serbian consumersview sports nutrition as dangerous, with many confusing these products with illegalsteroids. Even those who are aware of the distinction between sports nutrition and steroidsare concerned by these products’ rapid impact on the human body. Many sports nutritionusers indeed agree that these products are unhealthy, although they are willing to usethem in order to rapidly reach their sporting or fitness goals.COMPETITIVE LANDSCAPEThere were no visible leaders in Serbian sports nutrition at the end of the review period,with shares being highly fragmented. A number of companies have a presence in mostspecialised sports nutrition stores, however. These include Twinlab Corp, UltimateNutrition, Universal Nutrition, Bio Tech Nutrition, Dymatize and Medical Pharma.PROSPECTSExercise trends are changing in Serbia, which is likely to pose a major challenge to sportsnutrition during the forecast period. At the start of the 2000s, bodybuilding was amainstream gym activity and many men in particular visited gyms regularly aiming toincrease their muscle mass and shape their bodies. To reach this goal, many bodybuilderswere encouraged to use sports nutrition by gym owners or close friends.CATEGORY DATATable 75 Sports Nutrition, category rankings 2010Table 76 Sales of Sports Nutrition: Value 2005-2010Table 77 Sales of Sports Nutrition: % Value Growth 2005-2010Table 78 Sports Nutrition By Format: % Value Breakdown 2007-2010Table 79 Forecast Sales of Sports Nutrition: Value 2010-2015Table 80 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015Vitamins and Dietary Supplements in Serbia - Category AnalysisHEADLINESTRENDSSales benefited from widening distribution for vitamins and dietary supplements towardsthe end of the review period. Supermarkets and hypermarkets notably saw 43% and 36%current value growth respectively in 2010 thanks to widening their ranges. Consumers

thus gained better access to vitamins and dietary supplements, while there was also astrong 19% current value growth in internet retailing sales at the end of the review period.Consumers increasingly explored the wider range of vitamins and dietary supplementsavailable online.VITAMINSDIETARY SUPPLEMENTSCOMPETITIVE LANDSCAPECaliVita International is leader in Serbian vitamins and dietary supplement market in 2010.This company came to the market at the beginning of the previous decade when SerbianVDS market was extremely undeveloped. In a short time, this company succeeded tocover significant market share of Serbian VDS market to reach 67% in 2010.PROSPECTSGrowing health-awareness is expected to support sales growth during the forecast period.The Serbian media is expected to become increasingly focused on health and wellnessstories and will cover the latest trends and health claims in this area. Consumers are alsolikely to become more interested in health and wellness due to the ageing population witha growing number willing to invest in preserving their energy levels and youth.CATEGORY DATASummary 12 Dietary Supplements: Brand Ranking by Positioning 2010Table 81 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010Table 82 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010Table 83 Dietary Supplements by Positioning 2006-2010Table 84 Vitamins and Dietary Supplements Company Shares 2006-2010Table 85 Vitamins and Dietary Supplements Brand Shares 2007-2010Table 86 Vitamins Brand Shares 2007-2010Table 87 Dietary Supplements Brand Shares 2007-2010Table 88 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015Table 89 Forecast Sales of Vitamins and Dietary Supplements by Category: % ValueGrowth 2010-2015Weight Management in Serbia - Category AnalysisHEADLINESTRENDSWeight management saw growing interest in Serbia towards the end of the review period.This was due to consumers increasingly focusing on their appearance, with a growingassociation between slimness and health and social success. Many took western Europeanand US celebrities and models as inspiration and aspired to lose weight in order to lookmore like them. Growing interest in staying slim was thus driven more by consumersseeking to look slim and attractive, rather than by a sharp rise in obesity and overweightin the country.COMPETITIVE LANDSCAPEBiomed was the leader in weight management in 2010 with 21% value share. Thiscompany has been well-known among Serbian consumers from the 1990s onwards, whenit introduced Biomed 4. This is the leading meal replacement slimming brand andaccounted for 29% value share in 2010, while ranking second in weight loss supplementswith 22% value share. Biomed also offers White Tiger energy bars in meal replacement

slimming. Thanks to strong advertising, Biomed also saw the strongest growth in valueshare in 2010 over the previous year, gaining almost a percentage point.PROSPECTSWeight management is expected to see fast growth over the forecast period. There isexpected to be an upsurge in demand among younger people, with a growing focus onWestern European and US celebrities and a growing focus on looking slim and fashionable.This trend is expected to be especially strong among the female population aged 16-40-years-old.CATEGORY DATATable 90 Sales of Weight Management by Category: Value 2005-2010Table 91 Sales of Weight Management by Category: % Value Growth 2005-2010Table 92 Weight Management Company Shares 2006-2010Table 93 Weight Management Brand Shares 2007-2010Table 94 Forecast Sales of Weight Management by Category: Value 2010-2015Table 95 Forecast Sales of Weight Management by Category: % Value Growth 2010-2015Wound Care in Serbia - Category AnalysisHEADLINESTRENDSWound care saw growth rates drop towards the end of the review period, as the economicdownturn resulted in many consumers buying these products only when needed. Therewas also a shift towards cheaper products, with first aid kits notably seeing current valuegrowth plummet to 2% in 2010. Instead, many consumers opted for cheap bandages. As aresult, current value sales rose by just 6% in 2010 over the previous year in comparisonto a review period current value CAGR of 12%.COMPETITIVE LANDSCAPE45% of value sales in Serbian wound care were accounted for by Galenika in 2010. Thiscompany offers products across wound care, including first aid kits, stickingplasters/adhesive bandages and gauze, tape and “other” wound care. The company hasbeen present in wound care for decades and has the strongest distribution across thecountry. Galenika ad is still managed by the government and enjoys strong consumerconfidence.PROSPECTSGrowth rates in wound care are expected to remain muted at the start of the forecastperiod. Ongoing economic uncertainty will result in consumers continuing to opt foreconomy options within wound care, particularly bandages. As a result of this trend,wound care is expected to see only slow growth during the forecast period, with a constantvalue CAGR of 3%.CATEGORY DATATable 96 Sales of Wound Care by Category: Value 2005-2010Table 97 Sales of Wound Care by Category: % Value Growth 2005-2010Table 98 Wound Care Company Shares 2006-2010Table 99 Wound Care Brand Shares 2007-2010Table 100 Forecast Sales of Wound Care by Category: Value 2010-2015Table 101 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

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Consumer Health in Serbia

by James Parker

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Consumer Health in Serbia Document Transcript