Consumer Health in 2025: The big picture
Total current value sales growth for consumer health in Croatia in 2025 is expected to be moderately lower than in 2024. This is primarily because pricing pressures have receded somewhat amidst a more stable inflationary environment, though the slowdown also reflects encroaching maturity and the fact that the country’s population has been in decline for several years due to falling birth rates and high levels of emigration.
Key trends in 2025
Analgesics has remained the largest of the main consumer health categories in Croatia in value terms in 2025, followed by cough, cold and allergy (hay fever) remedies. Both continue to witness robust demand, as mild-to-moderate pain and fever, respiratory tract infections and allergies are some of the most common minor illnesses in the country, and also among those people are most confident about self-medicating for with OTC products. Furthermore, the incidence of conditions such medications are used to treat is on the rise due to demographic, lifestyle and environmental factors. For the same reasons, these two categories are focal points for innovation. One of the most visible trends in this regard is the growing availability of premium-oriented varieties with more advanced formulas that claim to offer faster-acting and longer-lasting relief from symptoms. Manufacturers are also increasingly attempting to differentiate their brands and capture consumer attention by introducing delivery systems that provide greater convenience.
Competitive landscape
Pliva Hrvatska doo has remained the overall leader in consumer health in Croatia in value terms in 2025. This domestic firm – which was once among the biggest pharmaceutical manufacturers in the former Yugoslavia – maintains an extensive portfolio that spans multiple categories and price points and features several well-established brands. The most popular of these include Andol, Maxflu, Zipantola, Sumifen and Plibex, all of which enjoy trusted reputations for efficacy, intensive marketing support and wide distribution coverage. A proven capacity for innovation is another key component of the company’s success. It derives the lion’s share of its sales from analgesics and cough, cold and allergy (hay fever) remedies, but is also a major player in digestive remedies, dermatologicals and vitamins.
Channel developments
Pharmacies has remained the dominant distribution channel in consumer health in Croatia in value terms in 2025. Many types of OTC medications containing active pharmaceutical ingredients can only be legally sold in such outlets, and they tend to carry the widest assortments in most categories. Furthermore, consumers often prefer to consult with pharmacists before buying, whether for safety reasons or to ensure the products they choose are best suited to their individual needs.
What next for consumer health?
Consumer health in Croatia is expected to see total current value sales increase steadily throughout the forecast period, while most categories look set to expand in volume terms. The prospects for further development will be restricted by maturity and population decline, but demand should remain fairly resilient on the whole thanks to rising health awareness and the growing willingness of consumers to choose self-medication. These trends will be given added impetus as pressure on the public healthcare system mounts and various kinds of acute and chronic ailments become more prevalent in the country due to factors like population ageing, poor dietary habits, climate change and busier yet more sedentary lifestyles. High levels of innovation, promotional activities and improvements in the distribution of different brands and product types will also have a positive influence on the overall performance of the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Consumer Health in Croatia?
- How are products distributed in Consumer Health in Croatia?
- How has the regulatory and operating environment for Consumer Health changed in Croatia?
- 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 Croatia
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 Croatia
KEY DATA FINDINGS
Demand remains resilient despite economic and demographic challenges
Belupo maintains sizeable overall lead
Analgesics distribution still confined to the pharmacies channel
Maturity and population decline will continue to restrict growth potential
Delivery systems likely to be a focal point for innovation
Interest in herbal/traditional varieties expected to increase
Cough, Cold and Allergy (Hay Fever) Remedies in Croatia
KEY DATA FINDINGS
Weather conditions help to maintain robust demand
GSK Consumer Healthcare remains the leading manufacturer
Distribution still heavily concentrated in the pharmacies channel
Overall demand expected to rise steadily
Combination products will continue to gain popularity
Herbal/traditional options likely to win over more consumers
Dermatologicals in Croatia
KEY DATA FINDINGS
Dermatologicals continues to profit from rising health- and image-consciousness
Bayer remains the clear leader
Restrictive distribution regulations still favour pharmacies channel
Overall demand for dermatologicals set to remain solid
Added-value innovation likely to increase as volume sales slow
Competition from dermocosmetics expected to intensify
Digestive Remedies in Croatia
KEY DATA FINDINGS
Rising incidence of digestive complaints supports stable demand
Pliva Hrvatska doo continues to lead digestive remedies
Pharmacies remains the dominant distribution channel
Self-medication trend and lifestyle factors will continue to buoy sales
Adoption of healthier dietary habits may temper growth prospects
Penetration of herbal/traditional products expected to rise further
Wound Care in Croatia
KEY DATA FINDINGS
Demographic and lifestyle trends help to lift sales
Beiersdorf (Croatia) doo continues to lead wound care
Pharmacies remains the top distribution channel
Population ageing will remain a key demand driver
Gauze, tape and other wound care set to grow fastest in volume and value terms
Added-value innovation and segmentation expected to increase
Sports Nutrition in Croatia
KEY DATA FINDINGS
Rising participation in sports and fitness activities continues to drive demand
Optimum Nutrition Inc leads a fragmented competitive field
Health and personal care stores still the main distribution channel
Outlook for sports nutrition remains favourable
Sports protein RTD set to be the most dynamic performer
Product portfolios likely to become more segmented
Dietary Supplements in Croatia
KEY DATA FINDINGS
Growing adoption of preventive health behaviours continues to bolster demand
Encian doo remains the leading player in dietary supplements
Distribution still concentrated in pharmacies
Most categories set to develop positively in volume and value terms
Greater diversification of delivery formats expected
Regulatory scrutiny and marketing activities should increase trust in health claims
Vitamins in Croatia
KEY DATA FINDINGS
Preventive health trend continues to boost vitamins consumption
Atlantic Grupa dd maintains overall lead
Pharmacies remains the most important distribution channel
Increasingly busy lifestyles and population ageing bode well for vitamins
Vitamin A and vitamin D expected to be the most dynamic performers
Segmentation likely to become more pronounced in multivitamins
Weight Management and Wellbeing in Croatia
KEY DATA FINDINGS
Rising health- and image-consciousness continue to lift demand
Herbalife retains overall lead
Direct selling remains the most important distribution channel
All categories projected to expand steadily in volume and value terms
Digitalistion trend expected to become more entrenched
Regulatory landscape likely to become more restrictive
Herbal/Traditional Products in Croatia
KEY DATA FINDINGS
Concerns about active pharmaceutical ingredients continue to boost demand
MCM Klosterfrau Vertriebsgesellschaft mbH remains the leading producer
Distribution is heavily concentrated in the pharmacies channel
Overall demand expected to remain buoyant
Herbal/traditional digestive remedies and herbal/traditional tonics set to grow fastest
Confidence in the efficacy of herbal/traditional products likely to rise further
Paediatric Consumer Health in Croatia
KEY DATA FINDINGS
Demand remains stable despite falling birth rates
Private label penetration continues to rise
Distribution still dominated by pharmacies
Health concerns will continue to drive migration to child-specific products
Paediatric motion sickness remedies expected to be the most dynamic category
Delivery systems offering greater convenience set to become more widely available
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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