Summary 5 Hemofarm ad: Competitive Position 2010Ivancic i Sinovi doo in Consumer Health (Serbia)
Summary 8 Ivancic i Sinovi doo: Competitive Position 2010Jugoremedija ad in Consumer Health (Serbia)
Summary 11 Jugoremedija ad: Competitive Position 2010Adult Mouth Care in Serbia - Category Analysis
Adult mouth care saw only slow current value growth in 2010, with sales mainly beingboosted by inflation. Due to the impact of the economic downturn, some consumers cutback on the use of these products. By 2010, consumers typically use these products onlywhen they have a mouth infection and adult mouth care is recommended by a doctor or apharmacist. These products were thus rarely used for minor mouth ulcers.
The leader in adult mouth care is domestic player Jugoremedija with its brand Cliacil. Thisbrand accounted for 23% value share in 2010 and has been the leading brand in adultmouth care for more than a decade. The brand is positioned as curing most mouthinfections and the majority of pharmacists and doctors routinely recommend Cliacil. The
brand is positioned similarly to Galenika’s Aciklovir and Hemofarm’s Nystatin, which areCliacil’s main competitors.
Easy-use products are expected to gain share during the forecast period, such as FitoseptOriblete and Tantum Verde. These international brands are expected to gain share frompopular domestic brands thanks to their convenience and rapid effect. Younger consumersincreasingly prefer easy-use and instant remedies and are thus turning away from older
brands. This trend is also expected to be encouraged by Serbia’s economic recovery,
particularly towards the end of the forecast period.
Table 11 Sales of Adult Mouth Care: Value 2005-2010Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010Table 13 Adult Mouth Care Company Shares 2006-2010Table 14 Adult Mouth Care Brand Shares 2007-2010Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015