Cough, cold and allergy (hay fever) is expected to register healthy current value growth in Bosnia and Herzegovina in 2025. The winter season, while not harsh, lasted longer and cold weather persisted even during the start of the spring. This supports growth for cough and cold remedies. Then, as soon as the warmer season started, airborne allergens and pollen became problematic for those suffering from various airborne allergies, triggering the need to buy allergy (hay fever) remedies.

Dermatologicals is expected to register modest current value growth in Bosnia and Herzegovina in 2025.

Dietary supplements is expected to be one of the best performing consumer health products in Bosnia and Herzegovina in 2025, registering healthy current value growth. Dietary supplements are seen as a means of preventative care and have evolved significantly over the review period to include more effective and improved offerings. Social media has also player a role in garnering demand for dietary supplements. In particular, probiotic supplements for gut health continue to see growing demand. Th

Digestive remedies is expected to register positive current value growth, though profit margins are still under pressure, with a marginal fall in constant value sales. What is noticeable is that there is increasing focus on gut health. Consumers are also increasingly aware that poor nutritional choices lead to conditions such as heartburn and indigestion, reflux, ulcers etc. In terms of new product development, the domestic company Bosnalijek made the most notable launch. Bospyrin Protect is th

Paediatric consumer health is expected to register moderate current value growth in Bosnia and Herzegovina in 2025. The product area mainly consists of paediatric vitamins and dietary supplements and paediatric cough, cold and (hay fever) allergy remedies, with the former expected to gain the most value share in 2025. There were also several recent new product launches. This included the launch of Advancis Omegamousse from Oktal Pharma. It is a specially developed dietary supplement in the form

It is expected to be a positive picture for sports nutrition in Bosnia and Herzegovina in 2025. Increasingly popular among local bodybuilders, athletes, sports professionals and fitness enthusiasts, sports nutrition products are in high demand, supporting by a growing fitness culture. As a result, sports nutrition achieves strong value growth in 2025, with a growing range of brands supporting sales. In particular, sports protein RTD is expected to gain the most value share in 2025. Convenience a

Wound care is expected to register moderate current value and volume growth in Bosnia and Herzegovina in 2025. Increasing self-medicating supports value sales and is also supported by the growing availability of easy-to-apply and improving quality of offerings. There is also increasing premiumisation, with consumers prioritising comfort, as well as effectiveness. In 2025, gauze, tape and other wound care gains the most value share, as sticking plasters/adhesive bandages reaches maturity. In add

Vitamins is expected to register both healthy current value and volume growth in Bosnia and Herzegovina in 2025. Vitamins are seen as a means of preventive health and in recent years social media has been significant contributing factor to the increasing popularity of vitamins, with its prolific messaging around health and wellness-aligned lifestyles. There were also several recent new product launches. VitaminFit launched vitamin formulations in the form of drops, including: VitaminFit Vitamin

Weight management and wellbeing is expected to be one of the best performing consumer health products in Bosnia and Herzegovina in 2025, registering both healthy current value and volume growth. Obesity is a serious health issue and there is also increasing health consciousness among the population as a whole and this supports value sales. Continuing innovation and frequent key new product also keep consumers engaged. In 2025, Hemofarm launched Thiomucase Lipo Slim within weight loss supplements

Herbal/traditional products continues to be a sizeable product area in Bosnia and Herzegovina and is expected to register moderate current value growth in 2025. There is a continuing shift away from consumer health products that contains chemicals and a strong belief that products with a natural positioning are safer and also that traditional medicines are as effective. This continues to support vale sales. Herbal/traditional cough, cold and allergy (hay fever) remedies accounts for most value

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

Analgesics is expected to register moderate current value growth in Bosnia and Herzegovina in 2025. However, profit margins are still tight and there is expected to a marginal fall in constant value sales, as inflation is still quite high. In terms of innovation within analgesics, it is mainly in terms of new formulations and formats. Self-medication also continues to support value sales for analgesics and consumers often take analgesics for symptoms such as headaches. In terms of sub segments,

Value sales of baby food are maintaining positive growth in Bosnia and Herzegovina in 2025, despite sluggish birth rates. Consumers are increasingly focussing on better-for-their babies’ foods, being those which contain no artificial additives, and no or fewer preservatives, colourings, or sweeteners.

Value sales of butter and spreads maintain positive growth in Bosnia and Herzegovina in 2025, led by butter. Indeed, butter is benefitting from health and wellness trends, being increasingly viewed as the healthier option compared to the more processed margarine and spreads. Nonetheless, margarine and spreads, particularly margarine, still remains a large category due to the relatively lower prices compared to butter.

Cheese continues to witness healthy value growth in Bosnia and Herzegovina in 2025, thanks to constant innovation efforts in new improved products, product types, and packaging. The premiumisation of cheese also continues, with new international brands entering the country and offering innovative products to increasingly discerning local consumers.

Drinking milk products are maintaining positive value sales in Bosnia and Herzegovina in 2025. Consumer demand for drinking milk is stable in the country and, in combination with moderately rising product prices amidst the lingering impact of the inflation, this results in solid value growth. Health and wellness trends are also having a positive impact on the consumption of drinking milk, which is increasingly used as a base to prepare meals, particularly breakfast, primarily by younger consumer

Yoghurt and sour milk products is seeing healthy value sales in Bosnia and Herzegovina in 2025. This is being driven by evolving consumer preferences in line with health and nutrition trends, and the increased use of yoghurt and sour milk products in the contemporary diets of health-conscious consumers. The category is also experiencing a great deal of new product developments, resulting in frequent key new product launches year-round. Overall, consumers, particularly younger ones, are increasin

Other dairy is maintaining healthy growth in Bosnia and Herzegovina in 2025, driven by stable consumer demand. Strong innovations and consumer desire for novel products also enhance impulse purchases, particularly in chilled snacks and chilled and shelf stable desserts. This widespread popularity of products and the inclination towards impulse purchases help to keep sales stable in other dairy. Product price increases are not as significant as seen during the full effect of the inflation between

Dairy products and alternatives is maintaining positive value sales in Bosnia and Herzegovina in 2025, thanks to strong innovation efforts from the leading players, resulting in new products which capture the attention of local consumers as they align with trending lifestyles and diets. Local consumers are increasingly seeking health benefits from the dairy products they consume and expect significant and diverse health benefits from these products, primarily related to improving digestive healt

Retail value sales of plant-based dairy are seeing healthy growth in Bosnia and Herzegovina in 2025, driven by health trends and consumer demand for animal-free products, either due to lactose intolerance or for ethical reasons. Plant-based milk is the strongest category, with soy drinks notable. However, the overall category is seeing frequent and diverse new product launches, with various styles of plant-based milk. In contrast, plant-based yoghurt and plant-based cheese still lack a significa

Chocolate confectionery is expected to register healthy current value growth in 2025 and continues to be the most popular snack in terms of value sales in Bosnia and Herzegovina. In spite of price rises, due to soaring prices of cocoa globally, as a result of poor harvests, there is still appetite for chocolate confectionery. However, volume growth is expected to be muted, as high levels of emigration continue to dampen sales. Both tablets and countlines perform well, though boxed assortment is

Sweet biscuits, fruit snacks and snacks bars is expected to register moderate current value and volume growth in Bosnia and Herzegovina in 2024. There is also clear indication that consumers are looking for healthier options. For instance, protein/energy bars gain the most value and volume share, though from a low base. Protein/energy bars are seen as healthier, due to their protein content, and added protein continues to be a major trend and is seen as providing energy and helping in weight los

Gum is expected to register moderate current value growth, though volume sales remain static, partly due to continuing population decline. Chewing gum continues to account for most value sales and is also expected to register the highest value growth. Breath freshening is one of the key drivers of sales of gum, and this boosts sales for chewing gum rather than bubble gum.

While current value is expected to increase in sugar confectionery in Bosnia and Herzegovina in 2025, volume sales are expected to decline marginally. This is partly due to population decline, but also due to rising concern about the high sugar content in sugar confectionery. Boilet sweets continue to account for most value sales, with continuing innovation in terms of flavour and texture boosting sales. Toffees, caramels and nougat also continue to be popular. However, medicated confectionery i