Serbia’s ageing population is expected to support strong growth for consumer health during 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 growing media coverage of health and wellness in the country.

1. Consumer Health in Serbia
Published: October 2011
Price: $ 2400
Increased health awareness and willingness to self-medicate boost sales
The review period saw growing demand for consumer health in Serbia. This trend was
supported by a number of factors, including improved living standards and better
education in general and with regards to health and wellness. Consumers thus became
increasingly willing to self-medicate. There was also a rapid increase in the range of
products on offer in consumer health, as more foreign producers entered following
liberalisation in 2001. Meanwhile, there was rapid expansion in retailing during the review
period, including chemists/pharmacies and parapharmacies/drugstores. This resulted in
consumer health becoming more accessible to Serbian consumers, particularly in rural
areas.
Growth slows due to economic downturn
Sales growth notably slowed towards the end of the review period due to the impact of the
economic 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 and
declining disposable income levels. Consequently, many consumers were forced to cut
back on their spending on consumer health, with many product areas thus seeing weaker
current value growth in the year.
Affordable domestic and regional players gain share
The impact of the economic downturn could clearly be seen on company shares in
consumer health at the end of the review period. Affordable domestic players consequently
mainly 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. This
company thus saw the strongest growth in value share in the year. Affordable regional
players also gained share, such as Alkaloid from Macedonia.
Retailing sees rapid development
The Serbian retailing industry saw rapid development during the review period, with the
number of outlets selling consumer health dramatically increasing. There was particularly
strong growth in the number of privately-owned chemists/pharmacies, beauty specialist
retailers and supermarkets/hypermarkets during the review period. Retailing expansion
was thus a key factor behind good current value growth in consumer health, particularly
driving sales growth in rural areas as consumers’ access to these products improved. In
addition, growing competition in the retailing of these products increased price competition
within consumer health and resulted in many products becoming more affordable.
Good forecast period growth thanks to ageing population
Serbia’s ageing population is expected to support strong growth for consumer health
during the forecast period. The country’s consumer base is also expected to become more

2. sophisticated in its understanding of health problems and their treatment, with growing
media coverage of health and wellness in the country. Consumers are thus likely to
become more willing to self-medicate. This trend is likely to be encouraged by further
expansion in the number of chemists/pharmacies and parapharmacies/drugstores across
the country and by these outlets offering a wider range of consumer health.
TABLE OF CONTENTS
Consumer Health in Serbia - Industry Overview
EXECUTIVE SUMMARY
Increased health awareness and willingness to self-medicate boost sales
Growth slows due to economic downturn
Affordable domestic and regional players gain share
Retailing sees rapid development
Good forecast period growth thanks to ageing population
KEY TRENDS AND DEVELOPMENTS
Retailing expansion improves consumer access
Serbian population ages and declines
End of government price controls on OTC
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010
Table 2 Life Expectancy at Birth 2005-2010
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2005-2010
Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010
Table 5 Consumer Health Company Shares 2006-2010
Table 6 Consumer Health Brand Shares 2007-2010
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
DEFINITIONS
Summary 1 Research Sources
Consumer Health in Serbia - Company Profiles
Hemofarm ad in Consumer Health (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 4 Hemofarm ad: Production Statistics 2010

3. COMPETITIVE POSITIONING
Summary 5 Hemofarm ad: Competitive Position 2010
Ivancic i Sinovi doo in Consumer Health (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Ivancic i Sinovi doo: Competitive Position 2010
Jugoremedija ad in Consumer Health (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Jugoremedija ad: Competitive Position 2010
Adult Mouth Care in Serbia - Category Analysis
HEADLINES
TRENDS
Adult mouth care saw only slow current value growth in 2010, with sales mainly being
boosted by inflation. Due to the impact of the economic downturn, some consumers cut
back on the use of these products. By 2010, consumers typically use these products only
when they have a mouth infection and adult mouth care is recommended by a doctor or a
pharmacist. These products were thus rarely used for minor mouth ulcers.
SWITCHES
COMPETITIVE LANDSCAPE
The leader in adult mouth care is domestic player Jugoremedija with its brand Cliacil. This
brand accounted for 23% value share in 2010 and has been the leading brand in adult
mouth care for more than a decade. The brand is positioned as curing most mouth
infections and the majority of pharmacists and doctors routinely recommend Cliacil. The
brand is positioned similarly to Galenika’s Aciklovir and Hemofarm’s Nystatin, which are
Cliacil’s main competitors.
PROSPECTS
Easy-use products are expected to gain share during the forecast period, such as Fitosept
Oriblete and Tantum Verde. These international brands are expected to gain share from
popular domestic brands thanks to their convenience and rapid effect. Younger consumers
increasingly prefer easy-use and instant remedies and are thus turning away from older
brands. This trend is also expected to be encouraged by Serbia’s economic recovery,
particularly towards the end of the forecast period.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2005-2010
Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010
Table 13 Adult Mouth Care Company Shares 2006-2010
Table 14 Adult Mouth Care Brand Shares 2007-2010
Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015

4. Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015
Analgesics in Serbia - Category Analysis
HEADLINES
TRENDS
Analgesics has been among the most popular product areas in consumer health in Serbia
for decades, with these products being used by all age and income groups. These are the
most common medicines to be found in Serbian households, being used for a wide range
of mild health issues. Consequently, analgesics benefited strongly from a growing
consumer confidence in self-medication. Growth was also spurred by growing consumer
awareness of child-specific systemic analgesics and topical analgesics/anaesthetic.
SWITCHES
COMPETITIVE LANDSCAPE
Galenika is a long-established Serbian medicine producer and led sales of analgesics
throughout the review period, accounting for 38% value share in 2010. The company
benefits from offering the brands Brufen in ibuprofen, Anbol in aspirin and Paracetamol in
acetaminophen, with these having been well accepted among middle-aged and older
consumers 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 of
strengths in diclofenac, Defrinol in child-specific ibuprofen and Brufen and Diklofen brand
extensions in topical analgesics/anaesthetic.
PROSPECTS
There 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 will
continue to be accounted for by economy products from lower-priced product areas.
However, widening distribution and increasing consumer sophistication will boost sales for
products such as child-specific analgesics and naproxen.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2005-2010
Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010
Table 19 Analgesics Company Shares 2006-2010
Table 20 Analgesics Brand Shares 2007-2010
Table 21 Forecast Sales of Analgesics by Category: Value 2010-2015
Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015
Calming and Sleeping in Serbia - Category Analysis
HEADLINES
TRENDS
From 2002 onwards, the Serbian Ministry of Health introduced more rigorous controls over
Rx calming and sleeping products. The government imposed heavier fines on pharmacists
selling Rx products under-the-counter and also required prescriptions to be endorsed by
an additional second doctor. These measures were taken in response to the widespread
abuse of Rx calming and sleeping products, with some consumers having used strong Rx
products such as Bensendin without a doctor’s prescription for many years.
SWITCHES
COMPETITIVE LANDSCAPE
Lek is the leading player in calming and sleeping products and accounted for 8% value
share in 2010. This company offers Persen in Serbia on behalf of multinational player
Novartis. Persen gained popularity among Serbian consumers in 2002-2003 as a

5. replacement for Rx products, following tighter controls on Rx sales. Persen is thus a
synonym for OTC calming and sleeping products among many consumers and also among
many pharmacists and doctors. The brand consequently benefits from frequent
recommendations as effective stress relief.
PROSPECTS
Calming and sleeping products is expected to continue to see rapid expansion over the
forecast period with a constant value CAGR of 6%. A growing number of Serbian
consumers are expected to start to use these products, partly due to ongoing economic
concerns at the start of the forecast period. Strict controls on under-the-counter sales of
Rx products will also continue to support strong sales growth for Rx products.
CATEGORY DATA
Table 23 Sales of Calming and Sleeping: Value 2005-2010
Table 24 Sales of Calming and Sleeping: % Value Growth 2005-2010
Table 25 Calming and Sleeping Company Shares 2006-2010
Table 26 Calming and Sleeping Brand Shares 2007-2010
Table 27 Forecast Sales of Calming and Sleeping: Value 2010-2015
Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015
Cough, Cold and Allergy (Hay Fever) Remedies in Serbia - Category Analysis
HEADLINES
TRENDS
2009 saw strong growth for cough, cold and allergy (hay fever) remedies due to the
AH1N1 epidemic. Products such as combination products and cough remedies benefited in
this year by many consumers using them as a preventative measure against flu, thus
seeing 24% and 23% current value growth respectively in 2009. However, 2010 saw sales
growth plummet in these areas as the panic subsided, with combination products seeing
only 1% current value growth in 2010 and cough remedies growing by just 6%.
SWITCHES
COMPETITIVE LANDSCAPE
Zdravlje-Leskovac, which is owned by Icelandic company Actavis, is the leader in Serbian
cough, cold and allergy (hay fever) remedies and accounted for 18% of value in 2010. The
company’s Fitosept range is very familiar to most Serbian consumers due to having been
present in the country for decades. The company however lost share slightly in 2010 over
the previous year as it struggled to match the strong marketing support offered by other
multinationals such as GlaxoSmithKline and Bristol-Myers Squibb.
PROSPECTS
Demand for child-specific cough, cold and allergy (hay fever) remedies is expected to rise
over the forecast period. Growth will be supported by growing awareness of these
products’ 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 product
area. 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 the
forecast period.
CATEGORY DATA
Table 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2005-2010
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value
Growth 2005-2010

6. Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2006-2010
Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2007-2010
Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category:
Value 2010-2015
Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %
Value Growth 2010-2015
Digestive Remedies in Serbia - Category Analysis
HEADLINES
TRENDS
Digestive remedies suffered from the impact of the economic downturn at the end of the
review period. Increased price-sensitivity resulted in many consumers switching from
packaged to home-made digestive remedies towards the end of the review period, with
this 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 alcoholic
drinks also resulting in less demand for digestive remedies.
SWITCHES
COMPETITIVE LANDSCAPE
Zdravlje-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 alone
accounting for 20% value share in 2010. The company’s other leading brand is Loperamid
in diarrhoeal remedies, with both brands benefiting from strong distribution, widespread
consumer awareness and effective marketing support. Ranisan is commonly-recommended
in chemists/pharmacies and parapharmacies/drugstores for those suffering from
indigestion and heartburn. Overall, Zdravlje-Leskovac accounted for 30% value share in
2010.
PROSPECTS
Growth is expected to be muted for digestive remedies during the forecast period. Sales
growth is likely to remain low due to consumers’ economic uncertainty, with many opting
for lower-priced or home-made remedies as a result. In addition, there is likely to be
growing awareness of the causes of digestive disorders during the forecast period.
Consequently, many consumers will seek to improve their digestion by eating healthier
diets, observing stricter levels of hygiene and supplementing their diets with pro/pre biotic
dairy products.
CATEGORY DATA
Table 35 Sales of Digestive Remedies by Category: Value 2005-2010
Table 36 Sales of Digestive Remedies by Category: % Value Growth 2005-2010
Table 37 Digestive Remedies Company Shares 2006-2010
Table 38 Digestive Remedies Brand Shares 2007-2010
Table 39 Forecast Sales of Digestive Remedies by Category: Value 2010-2015
Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015
Ear Care in Serbia - Category Analysis
HEADLINES
TRENDS
There was little activity within ear care towards the end of the review period. Players
invested little in promoting these products and there was a lack of new product
development. Sales are dominated by two brands: Galenika’s Hydrocyclin and Hemofarm’s
Otol H, which have been present for many years. This lack of competitive activity hindered

7. sales growth, with current value growth thus mainly being driven by a growing consumer
willingness to self-medicate and by inflation.
SWITCHES
COMPETITIVE LANDSCAPE
Galenika leads ear care, with its Hydrocyclin brand accounting for 36% value share in
2010. This brand is widely recognised by pharmacists and doctors, both reducing
inflammation 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 has
been present in Serbia for decades and thus enjoys the strongest consumer awareness
within ear care.
PROSPECTS
Serbian ear care is not expected to see dramatic changes during the forecast period in
terms of increased demand, premiumisation or new entrants. Value sales growth will
instead be driven mainly by inflation. However, slow volume growth of around 1-2% a
year will also be supported by increased health awareness and a growing willingness to
self-medicate. Rural sales growth will also be supported by expansion in the number of
chemists/pharmacies and parapharmacies/drugstores in these areas, with this making ear
care more accessible.
CATEGORY DATA
Table 41 Sales of Ear Care: Value 2005-2010
Table 42 Sales of Ear Care: % Value Growth 2005-2010
Table 43 Ear Care Company Shares 2006-2010
Table 44 Ear Care Brand Shares 2007-2010
Table 45 Forecast Sales of Ear Care: Value 2010-2015
Table 46 Forecast Sales of Ear Care: % Value Growth 2010-2015
Eye Care in Serbia - Category Analysis
HEADLINES
TRENDS
Serbian eye care was constrained by a lack of player investment at the end of the review
period. There was little activity in terms of new product development or in terms of
marketing. Value sales growth was thus mainly caused by increased current value prices
due to inflation rather than volume growth or premiumisation. Sales however benefited
from increased health-awareness among Serbian consumers and a growing willingness to
self-medicate.
SWITCHES
COMPETITIVE LANDSCAPE
Galenika dominates eye care sales and accounted for 53% value share in 2010. The
company’s Chloramphenicol is among the brands most recommended by doctors and
pharmacists 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 from
long-term mild eye problems consequently purchase this product themselves without any
previous consultation with a doctor or pharmacist.
PROSPECTS
Eye care is not expected to see dramatic changes during the forecast period. The leading
brands are expected to remain strong during the forecast period, benefiting from a long
history in the country and a high degree of customer loyalty. However, sales growth is
likely to be constrained by consumer price-sensitivity at the start of the forecast period.

8. Overall, eye care is thus expected to see a slow constant value CAGR of 2% during the
forecast period.
CATEGORY DATA
Table 47 Sales of Eye Care by Category: Value 2005-2010
Table 48 Sales of Eye Care by Category: % Value Growth 2005-2010
Table 49 Standard Eye Care by Type: % Value Breakdown 2007-2010
Table 50 Eye Care Company Shares 2006-2010
Table 51 Eye Care Brand Shares 2007-2010
Table 52 Forecast Sales of Eye Care by Category: Value 2010-2015
Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015
Herbal/Traditional Products in Serbia - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products benefited from two main trends at the end of the review
period. Firstly, these products benefited from their natural image. There was a growing
health-awareness in the country during the review period, with consumers becoming
increasingly concerned about the side effects associated with standard products. In
addition, many herbal/traditional products also benefited from low prices, which attracted
consumers in the wake of the economic downturn.
COMPETITIVE LANDSCAPE
Herbal/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 a
large number of small domestic products. “Others” further gained over half a percentage
point in value share in 2010 over the previous year, while all leading players either lost
share or stagnated. This was due to parapharmacies/drugstores and chemists/pharmacies
offering a wider range of products and brands.
PROSPECTS
Sales of herbal/traditional products are expected to benefit from the health and wellness
trend during the forecast period. Consumers are expected to increasingly question the side
effects associated with standard medicines. In addition, there is expected to be increasing
trust in the efficacy and safety of herbal remedies.
CATEGORY DATA
Table 54 Sales of Herbal/Traditional Products: Value 2005-2010
Table 55 Sales of Herbal/Traditional Products: % Value Growth 2005-2010
Table 56 Herbal/Traditional Products Company Shares 2006-2010
Table 57 Herbal/Traditional Products Brand Shares 2007-2010
Table 58 Forecast Sales of Herbal/Traditional Products: Value 2010-2015
Table 59 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015
Medicated Skin Care in Serbia - Category Analysis
HEADLINES
TRENDS
Medicated skin care suffered due to the crisis in Serbia in 2010, due to the cosmetic
positioning of many products. Many consumers cut back on their purchase of products
such as acne treatments, medicated shampoos and hair loss treatments, regarding these
products as non-essential. There was also a shift from topical germicidals/antiseptics and
nappy (diaper) rash treatments to cheaper home-made alternatives, such as alcohol and
chamomile tea. 2010 thus saw visibly slower current value growth at 3% in comparison to
a review period current value CAGR of 13%.

9. SWITCHES
COMPETITIVE LANDSCAPE
Beiersdorf 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 and
accounted for 33% value share in 2010. Nivea is an extremely popular skin care brand in
Serbia, having been present for decades and entering before most other foreign.
PROSPECTS
Slow economic recovery during the forecast period is expected to boost sales for
medicated skin care. Many of these products are widely regarded as non-essential, with
this perception hindering sales growth for products such as acne treatments and
medicated shampoos. Consequently, sales growth is expected to benefit from rising
disposable income levels. Growth is also expected to be supported by greater competition
during the forecast period, with both players and retailers likely to compete for share by
focusing on offering low prices and strong marketing support.
CATEGORY DATA
Table 60 Sales of Medicated Skin Care by Category: Value 2005-2010
Table 61 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010
Table 62 Medicated Skin Care Company Shares by Value 2006-2010
Table 63 Medicated Skin Care Brand Shares 2007-2010
Table 64 Hair Loss Treatments Brand Shares 2007-2010
Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015
Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015
NRT Smoking Cessation Aids in Serbia - Category Analysis
HEADLINES
TRENDS
On 11 November 2010, Serbia introduced the Law of Protection from Tobacco Smoke. This
tough legislation banned smoking inside and outside all government buildings and in
schools, social care institutions, building used for cultural or sporting activities and media
buildings. Smoking is banned in all enclosed public spaces and work spaces as well as
many on-trade outlets and in open air theatres and cinemas. Smaller bars and cafes may
decide if they wish to be smoke-free or not, while larger on-trade outlets must provide a
non-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.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson’s Nicorette Freshmint is the only product available in NRT smoking
cessation aids in Serbia. This lack of competition constrained growth at the end of the
review period. There is little pressure on Johnson & Johnson to offer attractive prices or to
invest in strong advertising support, due to the company’s monopoly within NRT smoking
cessation aids.
PROSPECTS
The introduction of the smoking ban in 2010 is expected to result in a further decline in
the smoking population during the forecast period. This legislation is expected to be
rigorously enforced as Serbia seeks EU membership. The government is also expected to
further increase taxes on all tobacco products over the forecast period. Overall, the
number 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

10. the overall population. A growing number of smokers will seek to quit smoking, spurred by
the smoking ban and by growing health-awareness in the country.
CATEGORY INDICATORS
Table 67 Number of Smokers by Gender 2005-2010
CATEGORY DATA
Table 68 Sales of NRT Smoking Cessation Aids by Category: Value 2005-2010
Table 69 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2005-2010
Table 70 NRT Gum Flavours: % Value Breakdown 2006-2010
Table 71 NRT Smoking Cessation Aids Company Shares 2006-2010
Table 72 NRT Smoking Cessation Aids Brand Shares 2007-2010
Table 73 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2010-2015
Table 74 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth
2010-2015
Sports Nutrition in Serbia - Category Analysis
HEADLINES
TRENDS
Sports nutrition suffered from an extremely narrow target group throughout the review
period. These products are only used regularly by bodybuilders. Most Serbian consumers
view sports nutrition as dangerous, with many confusing these products with illegal
steroids. Even those who are aware of the distinction between sports nutrition and steroids
are concerned by these products’ rapid impact on the human body. Many sports nutrition
users indeed agree that these products are unhealthy, although they are willing to use
them in order to rapidly reach their sporting or fitness goals.
COMPETITIVE LANDSCAPE
There 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 most
specialised sports nutrition stores, however. These include Twinlab Corp, Ultimate
Nutrition, Universal Nutrition, Bio Tech Nutrition, Dymatize and Medical Pharma.
PROSPECTS
Exercise trends are changing in Serbia, which is likely to pose a major challenge to sports
nutrition during the forecast period. At the start of the 2000s, bodybuilding was a
mainstream gym activity and many men in particular visited gyms regularly aiming to
increase their muscle mass and shape their bodies. To reach this goal, many bodybuilders
were encouraged to use sports nutrition by gym owners or close friends.
CATEGORY DATA
Table 75 Sports Nutrition, category rankings 2010
Table 76 Sales of Sports Nutrition: Value 2005-2010
Table 77 Sales of Sports Nutrition: % Value Growth 2005-2010
Table 78 Sports Nutrition By Format: % Value Breakdown 2007-2010
Table 79 Forecast Sales of Sports Nutrition: Value 2010-2015
Table 80 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015
Vitamins and Dietary Supplements in Serbia - Category Analysis
HEADLINES
TRENDS
Sales benefited from widening distribution for vitamins and dietary supplements towards
the 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

11. thus gained better access to vitamins and dietary supplements, while there was also a
strong 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 supplements
available online.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
CaliVita 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 Serbian
VDS market was extremely undeveloped. In a short time, this company succeeded to
cover significant market share of Serbian VDS market to reach 67% in 2010.
PROSPECTS
Growing health-awareness is expected to support sales growth during the forecast period.
The Serbian media is expected to become increasingly focused on health and wellness
stories and will cover the latest trends and health claims in this area. Consumers are also
likely to become more interested in health and wellness due to the ageing population with
a growing number willing to invest in preserving their energy levels and youth.
CATEGORY DATA
Summary 12 Dietary Supplements: Brand Ranking by Positioning 2010
Table 81 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010
Table 82 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-
2010
Table 83 Dietary Supplements by Positioning 2006-2010
Table 84 Vitamins and Dietary Supplements Company Shares 2006-2010
Table 85 Vitamins and Dietary Supplements Brand Shares 2007-2010
Table 86 Vitamins Brand Shares 2007-2010
Table 87 Dietary Supplements Brand Shares 2007-2010
Table 88 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-
2015
Table 89 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value
Growth 2010-2015
Weight Management in Serbia - Category Analysis
HEADLINES
TRENDS
Weight 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 growing
association between slimness and health and social success. Many took western European
and US celebrities and models as inspiration and aspired to lose weight in order to look
more like them. Growing interest in staying slim was thus driven more by consumers
seeking to look slim and attractive, rather than by a sharp rise in obesity and overweight
in the country.
COMPETITIVE LANDSCAPE
Biomed was the leader in weight management in 2010 with 21% value share. This
company has been well-known among Serbian consumers from the 1990s onwards, when
it introduced Biomed 4. This is the leading meal replacement slimming brand and
accounted for 29% value share in 2010, while ranking second in weight loss supplements
with 22% value share. Biomed also offers White Tiger energy bars in meal replacement

12. slimming. Thanks to strong advertising, Biomed also saw the strongest growth in value
share in 2010 over the previous year, gaining almost a percentage point.
PROSPECTS
Weight management is expected to see fast growth over the forecast period. There is
expected to be an upsurge in demand among younger people, with a growing focus on
Western 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 DATA
Table 90 Sales of Weight Management by Category: Value 2005-2010
Table 91 Sales of Weight Management by Category: % Value Growth 2005-2010
Table 92 Weight Management Company Shares 2006-2010
Table 93 Weight Management Brand Shares 2007-2010
Table 94 Forecast Sales of Weight Management by Category: Value 2010-2015
Table 95 Forecast Sales of Weight Management by Category: % Value Growth 2010-2015
Wound Care in Serbia - Category Analysis
HEADLINES
TRENDS
Wound care saw growth rates drop towards the end of the review period, as the economic
downturn resulted in many consumers buying these products only when needed. There
was also a shift towards cheaper products, with first aid kits notably seeing current value
growth plummet to 2% in 2010. Instead, many consumers opted for cheap bandages. As a
result, current value sales rose by just 6% in 2010 over the previous year in comparison
to a review period current value CAGR of 12%.
COMPETITIVE LANDSCAPE
45% of value sales in Serbian wound care were accounted for by Galenika in 2010. This
company offers products across wound care, including first aid kits, sticking
plasters/adhesive bandages and gauze, tape and “other” wound care. The company has
been present in wound care for decades and has the strongest distribution across the
country. Galenika ad is still managed by the government and enjoys strong consumer
confidence.
PROSPECTS
Growth rates in wound care are expected to remain muted at the start of the forecast
period. Ongoing economic uncertainty will result in consumers continuing to opt for
economy 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 constant
value CAGR of 3%.
CATEGORY DATA
Table 96 Sales of Wound Care by Category: Value 2005-2010
Table 97 Sales of Wound Care by Category: % Value Growth 2005-2010
Table 98 Wound Care Company Shares 2006-2010
Table 99 Wound Care Brand Shares 2007-2010
Table 100 Forecast Sales of Wound Care by Category: Value 2010-2015
Table 101 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

13. About Us:
ReportsnReports is an online library of over 100,000+ market research reports and in-depth
market research studies & analysis of over 5000 micro markets. We provide 24/7 online and
offline support to our customers. Get in touch with us for your needs of market research
reports.
Follow us on Twitter: http://twitter.com/marketsreports
Our Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689
Contact:
Mr.Priyank
7557 Rambler road,
Suite727,Dallas,TX75231
Tel: + 1 888 391 5441
E-mail: sales@reportsandreports.com
http://www.reportsnreports.com
Visit our Market Research Blog