ReportsnReports - Consumer Health in Slovenia

Oct. 25, 2011 - PRLog -- Report Summary
Despite economic downturn, consumer health continues to grow
The challenging economic climate was no match for consumer health in 2010. Sales in many key categories were bolstered by factors such the rising birth rate, an increasing number of elderly people, and a number of growing health trends. While certain areas cooled due to consumers’ price-sensitivity, most showed a clear upward trend owing to companies' ongoing efforts to promote their products through both marketing/promotional activities and consumer education.

Shake-ups in weight management
With Slovenia's transition to a market economy came a flood of new choices, especially in the area of food, and this dizzying area of choice resulted in a marked increase in unhealthy eating in society, leading more and more people to become overweight and even obese. According to CINDI Slovenia consumer health market, a project of the World Health Organization, 15% of adult Slovenians are overweight, and an even higher percentage of young people aged 6 to 19 are judged to be overweight. In addition, a recent study of 15 year-old girls found that 20% of them had been or were on a diet. While governmental and NGO initiatives have focused primarily on healthy eating and exercise as the best solutions for the challenge of excessive weight-gain, the new landscape also posed opportunities for retailers of weight loss supplements, slimming teas, meal replacements, and other diet products.

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Global companies lead, but some domestic companies remain competitive
The leading company in consumer health in 2010 was Lek Pharmaceuticals dd, a subsidiary of Sandoz, Novartis AG's generics division; however, it was closely followed by Slovenian company Krka dd Novo Mesto. Bayer Pharma doo, a part of global pharmaceuticals giant Bayer AG rounded out the top three. In general, consumers seem to show no clear preference for domestically-owned brands, and in some categories - such as vitamins and dietary supplements - foreign-produced brands hold a clear advantage.

More channels for consumer health products
While traditional store-based retail outlets, in particular chemists/pharmacies, remain the dominant channels for distributing consumer health products, the sources of OTC medicines and other supplements is more varied than ever. Internet retailing and pharmacies are expanding, as is direct selling which operates through word-of- mouth, websites, and advertisements in popular circulars. While older Slovenians may be slow to adapt to newer ways of purchasing such as via email or websites, the country does have a long tradition of mail order and at-home sales, which sellers – particularly those of supplemental health brands – can build upon.

Overall growth to continue during the forecast period
While the economic slowdown may have made Slovenians more budget-conscious in recent years, consumer health is an area where most refuse to pinch pennies. Consumer health overall appears to be poised to see substantial growth during the forecast period, particularly in the areas of analgesics, cough, cold and allergy (hay fever) remedies, child-specific products, and vitamin and dietary supplements.


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