Select Country Report
Consumer health in 2024: The big picture
Consumer health witnessed robust current value growth in 2024, driven by rising unit prices and some recovery in demand. Serbians have become accustomed to the higher cost of living following several years of steep inflation.
2024 key trends
Whilst health consciousness is gradually rising in Serbia, preventive health remains low in Serbia by European standards with two-thirds of locals in Serbia not attending any check-ups with healthcare providers. The cost of attending these check-ups and healthcare bills are the main deterrents to locals.
Competitive landscape
Leading local players have strengthened their positions in 2024. Local pharmaceutical company Galenika has expanded its business through the acquisition of Lifemedic doo in Belgrade.
Retailing developments
Pharmacies is the primary channel where Serbians buy OTC products in 2024, followed at some distance by health and personal care stores. Most OTC products cannot be sold online, except for dietary supplements and cosmetics.
What next for consumer health?
Consumer health is expected to enjoy a stable performance over the forecast period. Price growth is expected to impact some purchases, although many consumers are expected to remain loyal to brands.
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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 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
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
Serbians are more accustomed to buying analgesics since the pandemic
Analgesics is a core OTC product
Brand loyalty guides the purchasing decision
Stable outlook for mature analgesics category
Consumers will shop around for discounts and larger packs
Busy consumers in urban areas are prime target audience
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029
Cough, Cold and Allergy (Hay Fever) Remedies in Serbia
KEY DATA FINDINGS
Demand stabilises for cough and cold remedies
Hemofarm retains its category leadership
Cough remedies and medicated confectionery are staple products
Strong outlook for cough, cold and allergy (hay fever) remedies
Consumer price sensitivity to remain prominent
Self-medication trend will fuel sales development
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
Dermatologicals in Serbia
KEY DATA FINDINGS
Price increases drive current value growth
Competition intensifies in this highly fragmented category
Robust demand for antipruritics due to hectic lifestyles
Prosperous outlook for dermatologicals
Product development and advertising will build consumer interest in dermatologicals
Competition is expected to intensify
Table 24 Sales of Dermatologicals by Category: Value 2019-2024
Table 25 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 27 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 28 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029
Digestive Remedies in Serbia
KEY DATA FINDINGS
Indigestion and heartburn remedies are most sought-after products
Price sensitivity remains very important
Competitive landscape intensifies in digestive remedies
Retail volume growth boosted by busy lifestyles and junk food
Trade and consumer marketing are both important to players
Price discounts and promotions are key in highly competitive landscape
Table 30 Sales of Digestive Remedies by Category: Value 2019-2024
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
Wound Care in Serbia
KEY DATA FINDINGS
Wound care sales remain weak in Serbia
Skin-friendly options expand in sticking plasters
Beiersdorf extends its lead in wound care
Strong outlook ahead for wound care
Wider assortment of products will support category growth
Little change anticipated in competitive landscape
Table 36 Sales of Wound Care by Category: Value 2019-2024
Table 37 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Wound Care: % Value 2020-2024
Table 39 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 40 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029
Sports Nutrition in Serbia
KEY DATA FINDINGS
Sports nutrition continues its dynamic performance
Plant-based offerings expand in sports protein powder
Sports non-protein products enjoy growth from small base
Sports nutrition faces impressive growth outlook
Competition will heat up in sports nutrition
Product development will accelerate in sports nutrition
Table 42 Sales of Sports Nutrition by Category: Value 2019-2024
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
Dietary Supplements in Serbia
KEY DATA FINDINGS
Price growth hampers consumption of dietary supplements
Product developments centre on immune health
Private label opportunities exist
Price will remain a barrier to uptake
Wider product assortment will deliver improved health benefits
Competition will intensify as price drives purchasing decisions
Table 48 Sales of Dietary Supplements by Category: Value 2019-2024
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 50 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 51 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
Vitamins in Serbia
KEY DATA FINDINGS
Health awareness and concerns drives consumption of vitamins
Vitamin consumption is much lower than during the pandemic
Decline in previously dynamic categories
Robust sales recovery ahead for vitamins
Growing competition from dietary supplements
Vitamin consumption will remain strong among core users
Table 55 Sales of Vitamins by Category: Value 2019-2024
Table 56 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 57 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 58 NBO Company Shares of Vitamins: % Value 2020-2024
Table 59 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 60 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
Weight Management and Wellbeing in Serbia
KEY DATA FINDINGS
Consumers are deterred by the high price of weight management and wellbeing products
Healthier lifestyles are naturally reducing demand
Key players rely heavily on advertising
Convenience factor will support sales as busy consumers look for weight loss support
Meal replacement faces strong growth potential
Price sensitivity is a recurrent theme
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
Herbal/Traditional Products in Serbia
KEY DATA FINDINGS
Strong heritage of herbal/traditional products in Serbia
OTC medicines are often more attractive to busy consumers
Pharmacists comfortable in recommending herbal/traditional products
Herbal/traditional products are highly attractive to consumers
Price sensitivity will remain a barrier to purchasing
Tough competition from OTC medicines
Table 68 Sales of Herbal/Traditional Products: Value 2019-2024
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2019-2024
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2024-2029
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2024-2029
Paediatric Consumer Health in Serbia
KEY DATA FINDINGS
Limited volume growth in paediatric consumer health
Dietary supplements are on parental radar
Cough, cold and allergy (hay fever) remedies is one of the largest categories
Stable outlook for paediatric consumer health
Falling birth rates present some challenges to players
New launches will be higher in dietary supplements
Table 74 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 77 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
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
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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