Nutritional & Health Claimed Products Market Development in Serbia: Exploration of Findings Obtained from In Depth Interviews

The main objective of this paper is to present the most relevant findings obtained from in depth interviews with processors and retailers about the N&H claimed products market in Serbia. In our research we addressed the following set of topics: motivations and barriers to offer N&H claimed products at domestic market and perception of consumer demand toward N&H claimed products in Serbia. Significant differences between Serbia and other WBC are explored. Statistical testing includes nonparametric test based on two independent samples (Mann- Whitney test). Findings support overall conclusion that this market segment in Serbia is underdeveloped and rather producer than consumer driven.