Boston, MA -- (ReleaseWire) -- 06/17/2014 -- 2013 performance of analgesics in Bosnia-Herzegovina was below the review period CAGR of 2% in current value terms. In 2013 the economy performed below previously forecast levels. Consumers' disposable income made no significant recovery whilst poverty levels soared. All this contributed to an economic climate in which most consumer goods categories saw weaker performance than in the past.
Bayer Pharma, Alkaloid and PGT Healthcare led analgesics sales in Bosnia-Herzegovina in 2013, recording respective value shares of 18%, 16% and 16%. Alkaloid and PGT Healthcare's regional branch Pliva have been operating in Bosnia-Herzegovina for many years and continue to enjoy high levels of consumer loyalty. Bayer stormed into the area over the past decade, investing the most in advertising and brand image.
Over the forecast period, average value growth of analgesics is likely to be somewhat stronger but still within a similar range to that recorded during the review period. Analgesics is one of the most mature consumer health categories and is not likely to see major shifts in category performance over the forecast period. It is likely that most growth will be coming from less mature areas of the category, ie paediatric analgesics. Also, consumers are likely to shift between various analgesics types, driven by improvements in effectiveness, safety and convenience, and hence growing popularity of aspirin is expected.
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