Consumer Health in 2025: The big picture
Consumer health in Bosnia and Herzegovina is expected to register moderate current value growth in 2025, with continuing population decline dampening value sales to an extent. While inflation still remains quite high, the economy is proving resilient, and this supports value sales. In addition, a continuing shift to self-medicating, as well as the continuing growth in new brand offerings, supports growth. In particular, non-OTC offerings, such as dietary supplements, vitamins, weight management and wellbeing and sports nutrition are expected to register strong value growth.
Key trends in 2025
As said above, sales of non-OTC products are recording strong growth. Growing health consciousness is driving sales of products such as dietary supplements, with consumers increasingly taking a preventative approach in terms of their health. As the standard of living improves, consumers are more will to invest in their health.
Competitive landscape
The competitive landscape is highly fragmented and all players have only single-digit percentage value share. Global player, Bayer Pharma doo, continues to have a tight lead, and its success is underpinned by a long-established presence, with consumers trusting the quality of its brands. Its popular brands include Bayer Aspirin, one of the leading analgesic brands, as well as topical antifungal Canesten. Also, a brand that has registered significant value growth in recent years is its Rupurut brand in digestive remedies.
Channel developments
Pharmacies are the primary distribution channel for consumer health products in Bosnia and Herzegovina, as OTC drugs are only allowed to be distributed through pharmacies. There is a widespread network of pharmacies across the country, which ensures easy accessibility, and consumers also appreciate being able to seek advice from pharmacists, if needed. The pharmaceutical supply chain relies on a network of wholesalers and distributors. Companies often use a single agent or distributor to cover the entire country, due to its small size. These distributors act as the link between manufacturers and retail pharmacies.
What next for consumer health?
Consumer health will register modest constant value growth over the forecast period. Continuing population decline, as well as a degree of maturity for certain products such as analgesics, will dampen value sales to an extent. There are also other downside risks. There is uncertainty around President’s Trump tariffs and the impact on global trade and in addition political domestic tension could also an impact, with elections planned in 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Bosnia and Herzegovina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Bosnia and Herzegovina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Bosnia and Herzegovina?
- Which are the leading brands in Consumer Health in Bosnia and Herzegovina?
- How are products distributed in Consumer Health in Bosnia and Herzegovina?
- How has the regulatory and operating environment for Consumer Health changed in Bosnia and Herzegovina?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Bosnia and Herzegovina
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Bosnia and Herzegovina
KEY DATA FINDINGS
Profit margins still tight
Bayer holds on to tight lead
Pharmacies only permitted distribution channel for analgesics
Muted constant value growth in what is a mature product area
Combination analgesics perform strongly, while there is rising concern about opioid analgesics such as codeine
Analgesics increasingly added as functional benefit in wellness products
Cough, Cold and Allergy (Hay Fever) Remedies in Bosnia and Herzegovina
KEY DATA FINDINGS
Long winter and increasing allergies support value sales
Bronchostop syrup registers highest value growth
Pharmacies main distribution channel
Stable growth over forecast period
Continuing innovation keeps consumers engaged
Technology plans an increasing role
Dermatologicals in Bosnia and Herzegovina
KEY DATA FINDINGS
Modest value growth in 2025
Bayer continues to account for significant value share
Health and personal care stores gain most value share
Muted constant value growth over forecast period
Technology drives innovation over forecast period
Ageing population and climate change support growth
Digestive Remedies in Bosnia and Herzegovina
KEY DATA FINDINGS
Growing focus on gut health
Slovenian company Lex maintains top position
Pharmacies main distribution channel
Muted growth over forecast period
Innovation key to driving growth
Increasing focus on mind-gut remedies
Wound Care in Bosnia and Herzegovina
KEY DATA FINDINGS
Moderate value and volume growth in 2025
Local company Saniteks continues to have commanding lead
Hypermarkets gain most value share
Continuing premiumisation maintains sales
Future of wound care see offerings also functions as healing devices
Focus on hydrogels
Sports Nutrition in Bosnia and Herzegovina
KEY DATA FINDINGS
Healthy value growth in 2025
Landscape becomes increasingly competitive
Health and personal care stores lead distribution
Continunig population decline dampens value sales
Sports nutrition increasingly personalised
Sports nutrition moves beyond muscle growth
Dietary Supplements in Bosnia and Herzegovina
KEY DATA FINDINGS
Strong performance in 2025
The Bountiful Co holds on to tight lead
E-commerce gains most value share
Continuing growth over forecast period
Increasing personalisation of dietary supplements
Herbal dietary supplements register strong value growth
Vitamins in Bosnia and Herzegovina
KEY DATA FINDINGS
Healthy value and volume growth in 2025
Krka holds on to strong lead
E-commerce gains most value share
Postive outlook over forecast period
Significant innovation over forecast period
Increasing personalisation, as well as more focus on clean and natural offerings
Weight Management and Wellbeing in Bosnia and Herzegovina
KEY DATA FINDINGS
Strong performance in 2025
Abela Pharm further cements its leadership
E-commerce makes significant gains
Further healthy growth
Technology increasingly used to support weight management and wellbeing
Continuing innovation over forecast period
Herbal/Traditional Products in Bosnia and Herzegovina
KEY DATA FINDINGS
Herbal/traditional products continues to be a sizeable consumer health product
Krka continues to have sizeable lead
E-commerce makes significant gains
Continuing demand over forecast period
Herbal/traditional products are increasingly backed by science and also more customised
Herbal/traditional products move into the mainstream
Paediatric Consumer Health in Bosnia and Herzegovina
KEY DATA FINDINGS
Paediatric vitamins and dietary supplements gain the most value share
Slovenian company Krka leads
Digital native parents drive growth in e-commerce
Falling birth rate dampens growth
Players focus on increasing palatibility
Paediatric consumer health becomes more customised
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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