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Consumer Health in Serbia

Publisher Euromonitor International
Published Sep 30, 2025
Length 78 Pages
SKU # EP20464046

Description

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...

Euromonitor International's Consumer Health in Serbia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

78 Pages
Consumer Health in Serbia
Euromonitor International
September 2025
List Of Contents And Tables
CONSUMER HEALTH IN SERBIA
EXECUTIVE SUMMARY
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
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
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
DIGESTIVE REMEDIES IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
WOUND CARE IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
VITAMINS IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 42 Sales of Vitamins by Category: Value 2020-2025
Table 43 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 44 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 45 NBO Company Shares of Vitamins: % Value 2021-2025
Table 46 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 47 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 48 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 49 Sales of Dietary Supplements by Category: Value 2020-2025
Table 50 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 51 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 52 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 53 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 54 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 55 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 56 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 57 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 59 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 61 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN SERBIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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

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