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Consumer Health in Serbia

Consumer Health in Serbia

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Published by jamesparker1920
Serbia’s ageing population is expected to support strong growth for consumer health during the forecast period. The country’s consumer base is also expected to become more sophisticated in its understanding of health problems and their treatment, with growing media coverage of health and wellness in the country.
Serbia’s ageing population is expected to support strong growth for consumer health during the forecast period. The country’s consumer base is also expected to become more sophisticated in its understanding of health problems and their treatment, with growing media coverage of health and wellness in the country.

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Published by: jamesparker1920 on Nov 17, 2011
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Published: October 2011Price: $ 2400Increased health awareness and willingness to self-medicate boost salesThe review period saw growing demand for consumer health in Serbia. This trend wassupported by a number of factors, including improved living standards and bettereducation in general and with regards to health and wellness. Consumers thus becameincreasingly willing to self-medicate. There was also a rapid increase in the range of products on offer in consumer health, as more foreign producers entered following
 
liberalisation in 2001. Meanwhile, there was rapid expansion in retailing during the reviewperiod, including chemists/pharmacies and parapharmacies/drugstores. This resulted inconsumer health becoming more accessible to Serbian consumers, particularly in ruralareas.Growth slows due to economic downturnSales growth notably slowed towards the end of the review period due to the impact of theeconomic downturn. Serbia saw a marked drop in real GDP and in remittances in 2009,with only a slight recovery in 2010. Consumers were meanwhile faced by high inflation anddeclining disposable income levels. Consequently, many consumers were forced to cutback on their spending on consumer health, with many product areas thus seeing weakercurrent value growth in the year.Affordable domestic and regional players gain shareThe impact of the economic downturn could clearly be seen on company shares inconsumer health at the end of the review period. Affordable domestic players consequentlymainly gained share in 2010 over the previous year. The leading player in 2010 was state-owned Galenika, which benefits from offering good quality products at low prices. Thiscompany thus saw the strongest growth in value share in the year. Affordable regionalplayers also gained share, such as Alkaloid from Macedonia.Retailing sees rapid developmentThe Serbian retailing industry saw rapid development during the review period, with thenumber of outlets selling consumer health dramatically increasing. There was particularlystrong growth in the number of privately-owned chemists/pharmacies, beauty specialistretailers and supermarkets/hypermarkets during the review period. Retailing expansionwas thus a key factor behind good current value growth in consumer health, particularly
driving sales growth in rural areas as consumers’ ac
cess to these products improved. Inaddition, growing competition in the retailing of these products increased price competitionwithin consumer health and resulted in many products becoming more affordable.Good forecast period growth thanks to ageing population
Serbia’s ageing population is expected to support strong growth for consumer healthduring the forecast period. The country’s consumer base is also expected to become more
 
 
sophisticated in its understanding of health problems and their treatment, with growingmedia coverage of health and wellness in the country. Consumers are thus likely tobecome more willing to self-medicate. This trend is likely to be encouraged by furtherexpansion in the number of chemists/pharmacies and parapharmacies/drugstores acrossthe country and by these outlets offering a wider range of consumer health.
TABLE OF CONTENTS
 Consumer Health in Serbia - Industry Overview
EXECUTIVE SUMMARY
 Increased health awareness and willingness to self-medicate boost salesGrowth slows due to economic downturnAffordable domestic and regional players gain shareRetailing sees rapid developmentGood forecast period growth thanks to ageing population
KEY TRENDS AND DEVELOPMENTS
 Retailing expansion improves consumer access
 
Serbian population ages and declinesEnd of government price controls on OTC
MARKET INDICATORS
 Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010Table 2 Life Expectancy at Birth 2005-2010
MARKET DATA
 Table 3 Sales of Consumer Health by Category: Value 2005-2010Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010Table 5 Consumer Health Company Shares 2006-2010Table 6 Consumer Health Brand Shares 2007-2010Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015
APPENDIX
 OTC registration and classificationVitamins and dietary supplements registration and classificationSelf-medication/self-care and preventative medicineSwitches
DEFINITIONS
 Summary 1 Research SourcesConsumer Health in Serbia - Company ProfilesHemofarm ad in Consumer Health (Serbia)
STRATEGIC DIRECTION
 
KEY FACTS
 
COMPANY BACKGROUND
 
PRODUCTION
 Summary 4 Hemofarm ad: Production Statistics 2010
 
 
COMPETITIVE POSITIONING
 Summary 5 Hemofarm ad: Competitive Position 2010Ivancic i Sinovi doo in Consumer Health (Serbia)
STRATEGIC DIRECTION
 
KEY FACTS
 
COMPANY BACKGROUND
 
PRODUCTION
 
COMPETITIVE POSITIONING
 Summary 8 Ivancic i Sinovi doo: Competitive Position 2010Jugoremedija ad in Consumer Health (Serbia)
STRATEGIC DIRECTION
 
KEY FACTS
 
COMPANY BACKGROUND
 
PRODUCTION
 
COMPETITIVE POSITIONING
 Summary 11 Jugoremedija ad: Competitive Position 2010Adult Mouth Care in Serbia - Category Analysis
HEADLINES
 
TRENDS
 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.
SWITCHES
 
COMPETITIVE LANDSCAPE
 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.
 
PROSPECTS
 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.
CATEGORY DATA
 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

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