Select Country Report
Consumer Health in 2025: The big picture
Consumer health is maintaining positive value sales in Serbia in 2025, stimulated by price increases. Serbian consumers have become accustomed to higher costs of living, and price increases have not significantly deterred demand for consumer health products. Meanwhile, self-medication is driving volume sales growth, as Serbian consumers generally trust pharmacists as accessible healthcare professionals. Pharmacists provide advice on proper dosage, potential side effects, and interactions, which is crucial for safe self-medication.
Key trends in 2025
Sports nutrition and analgesics are the fastest growing categories. Sports nutrition is highly influenced by the growing popularity of dietary supplements and benefits from growing consumer awareness especially regarding non-protein products that optimise performance, recovery, and overall wellbeing Products like pre-workouts, creatine, and recovery aids becoming very popular.
Competitive landscape
Galenika ad is the leading company in consumer health in Serbia, being the only player holding a double-digit overall company share. Galenika has a deep-rooted history in Serbia that fostered strong brand trust and loyalty, and the player produces a wide range of consumer health products which meet diverse patient and consumer needs. Galenika’s Brufen brand is also the leading overall brand in consumer health as well as leading analgesics, with the player’s portfolio also including Anbol, Paracetamol and Diklofen (analgesics), Galoplast, Komplet za Prvu Pomoc, and Flexogal (wound care), Dimigal (digestive remedies), Beviplex, Oligovit, and Galenika (vitamins and dietary supplements), Gingival Gel and Pantenol Oriblete (adult mouth care).
Channel developments
The Serbian Law on Medicines explicitly prohibits the sale of any pharmaceuticals outside of pharmacies. This legal mandate ensures that pharmacies remain the sole authorised retail point for most of consumer health products (excluding vitamins and dietary supplements, wound care, weight management, sport nutrition).
What next for consumer health?
In the coming years, the value growth of consumer health products in Serbia will likely continue to be driven by price increases. Serbian consumers, having grown accustomed to a higher cost of living, are anticipated to maintain their demand for these products despite rising prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- Which are the leading brands in Consumer Health in Serbia?
- How are products distributed in Consumer Health in Serbia?
- How has the regulatory and operating environment for Consumer Health changed in Serbia?
- 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 Serbia
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Serbia
KEY DATA FINDINGS
Healthy value sales supported by wide usage of analgesics in Serbia
Galenika maintains leading place thanks to longstanding position and strong consumer trust
Pharmacies remain key, thanks to local regulations and consumer habits
Ongoing sales supported by wide usage and price increases
Innovations set to include next-generation attributes, such as longer-lasting and faster-onset products
Fast-paced urban lifestyles and the ongoing expansion of pharmacies will support demand and availability
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Serbia
KEY DATA FINDINGS
Sales supported by seasonal outbreak of influenza in December 2024
Hemofarm maintains company lead, while Prospan brand is the most popular
Pharmacies remain key, thanks to local regulations and consumer habits
Stable growth expected thanks to rice increases and seasonal demand
Leading players will invest in strong advertising during key seasons, to highlight thir brands’ competitive attributes
Consumers will demand natural ingredients in cough remedies, with efficacy still the driver for cold and allergy medications
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Serbia
KEY DATA FINDINGS
Skin health as an indicator of overall wellbeing supports sales of dermatologicals
Beiersdorf maintains lead thanks to poularity of its Nivea Baby and Eucerin brands
Pharmacists remain key, thanks to offering wide ranges of products and professional advice
Ongoing sales supported by popularity of OTC treatments for minor ailments
Innovations expected to suppport quality, fast action, and convenience
Skin health will continue to be an important trend
Table 24 Sales of Dermatologicals by Category: Value 2020-2025
Table 25 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 27 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 28 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Serbia
KEY DATA FINDINGS
Sales of digestive remedies supported by high incidences of reported digestive issues within the country
Galenika maintains leading place, thanks to strong reputation of trust within the country
Pharmanies remain key, thanks to this channel’s “front-line” role
Ongoing value sales supported by consumer demand for effective relief of ailments
New product developments will align with global trends
Preventitive health awareness may affect demand for digestive remedies
Table 30 Sales of Digestive Remedies by Category: Value 2020-2025
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Wound Care in Serbia
KEY DATA FINDINGS
Sales of wound care suppported by growth in physical activity and sports, alongside workplace requirements for first aid kits
The Hansaplast brand remains the most popular, thanks to offering wide range of sticking plasters
Pharmacies remain popular, while e-commerce attracts growing attention
Wound care will maintain positive sales, thanks to strong baseline demand and expected lifestyle shifts
Innovations set to follow global trends, with new and advanced materials, alongside those which are natural and organic
Ageing population and chronic diseases will also support demand for wound care
Table 36 Sales of Wound Care by Category: Value 2020-2025
Table 37 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 38 NBO Company Shares of Wound Care: % Value 2021-2025
Table 39 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 40 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Serbia
KEY DATA FINDINGS
Sports nutrition enjoys strong sales thanks to rising consumer interest in fitness and active lifestyles
Proteini si remains the number one sports nutrition brand in Serbia, thanks to strong image and wide availability
Physical stores benefit from offering advice to new consumers of sports nutrition, while e-commerce grows in significance
Healthy growth ahead for the popular category of sports nutrition
“Clean label” and plant-based trends will increasingly influence sports nutrition
Social media will continue to play an important role in sales of sports nutrition over the forecast period
Table 42 Sales of Sports Nutrition by Category: Value 2020-2025
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 44 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Serbia
KEY DATA FINDINGS
Preventative health and wellbeing trends support sales of dietary supplements
CaliVita regains marginal lead over Dietpharm
Pharmacies remain popular for advice and first purchases, while e-commerce benefits from repurchases
Good growth potential ahead thanks to low maturity of dietary supplements alongside health and wellbeing trends
Innovations will focus on improved ingredients and specific needs
Wellness will remain a priority, even during uncertain economic times
Table 48 Sales of Dietary Supplements by Category: Value 2020-2025
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 50 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 51 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Serbia
KEY DATA FINDINGS
Vitamins benefit from health and wellbeing trends, with growth potential opportunities within the less mature categories
CaliVita maintains lead thanks to offering wide range of products to meet different health needs
Pharmacies remain popular for sales needing advice, while e-commerce grows in demand for familiar products
Stable demand will continue, although competition will rise from dietary supplements
Innovations expected in vitamins for children, as well as an ever-expanding range of. available products
An ageing population and “beauty from within” trends will inspire demand for specific vitamins
Table 55 Sales of Vitamins by Category: Value 2020-2025
Table 56 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 57 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 58 NBO Company Shares of Vitamins: % Value 2021-2025
Table 59 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 60 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Serbia
KEY DATA FINDINGS
Sales supported by wide array of weight management and wellbeing products, include natural options
Biomed retains lead thanks to strong brand trust, while ESI Citrolinea benefits “fat burner” reputation
Pharmacies remain important, while e-commerce grows in line with social media trends promoting such products
Value sales expected to increase over the forecast period, with the weight loss supplements remaining dynamic
Pending launch of peptide-based anti-obesity and diabetes treatment set to mark a major innovation in Serbia
A focus on healthy diets, exercise, and mindful eating, may slow the growth of weight loss supplements
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Serbia
KEY DATA FINDINGS
Sales of herbal/traditional products remain stable, thanks to longstanding tradition of medicinal plants in the country
Prospan remains the leading brand thanks to strong reputation in cough syrup
Pharmacies remain popular for sales of herbal/traditional products, while e-commerce grows thanks to convenience
Value sales expected to grow stronger, thanks to strong consumer demand and despite price sensitivity
Strongest developments set to be seen in herbal/traditional dietary supplements
Growing trend towards a more holistic approach to health will positively impact herbal/traditional products
Table 68 Sales of Herbal/Traditional Products: Value 2020-2025
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2020-2025
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2025-2030
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2025-2030
Paediatric Consumer Health in Serbia
KEY DATA FINDINGS
Sales supported by parents’ willing to purchase OTC medicines for common childhood ailments
Nivea Baby retains its lead, while Sebamed nappy/diaper cream fares well
Pharmacies play a crucual role in advising parents on paediatric remedies
Ongoing positive sales driven by common paediatric needs and a robust regulatory framework
Innovations will focus on wider varieties of vitamins and supplements, along with child-friendly formats, and sustainable packaging
Strict regulations on paediatric consumer health will continue
Table 74 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
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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