The Top 7 Online Shopping Categories by Revenue (2026)

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{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Key insight: Croatia's wellness economy is large for its size and grew fast. Global Wellness Institute (GWI) data cited by AdriaPress (Jul 2026) put it at US$9.39bn in 2024, up from US$5.62bn in 2019 (10.81% a year, 10.15% of GDP). Most of that value is tourism and personal care & beauty, not packaged consumer goods. Retail wellness products are a much smaller pool."}}}
{"frame":"table","maxHeight":420,"columns":[{"id":"metric","header":"Metric","size":240},{"id":"value","header":"Value","size":200},{"id":"source","header":"Source","size":280}]}
{"frame":"row","metric":"Croatia wellness economy, 2024","value":"US$9.39bn","source":"Global Wellness Institute, via AdriaPress (15 Jul 2026)"}
{"frame":"row","metric":"Croatia wellness economy, 2019","value":"US$5.62bn","source":"Global Wellness Institute, via AdriaPress (15 Jul 2026)"}
{"frame":"row","metric":"Growth 2019-2024 (CAGR)","value":"10.81% a year","source":"Global Wellness Institute, via AdriaPress (15 Jul 2026)"}
{"frame":"row","metric":"Wellness share of Croatian GDP","value":"10.15% (12th globally)","source":"Global Wellness Institute, via AdriaPress (15 Jul 2026)"}
{"frame":"row","metric":"Global wellness economy, 2024","value":"US$6.8tn, +7.9% on 2023; forecast about US$9.8tn by 2029 (7.6% a year)","source":"Global Wellness Institute, via AdriaPress"}
{"frame":"row","metric":"Europe wellness economy, 2024","value":"US$1.7426tn; US$1,876 per capita; 6.3% a year 2019-2024","source":"Global Wellness Institute, via AdriaPress"}
{"frame":"row","metric":"Medical, rehab & wellness tourism revenue","value":"EUR 700-900m a year, double-digit growth","source":"Poslovni dnevnik (12 May 2025), Ministry of Tourism figures"}
{"frame":"row","metric":"Health tourism share of tourism revenue","value":"about 5-10% (estimate)","source":"Poslovni dnevnik (12 May 2025), Ministry official"}
{"frame":"row","metric":"State co-financing of health tourism projects (prior year)","value":"over EUR 131m, of which EUR 61.7m via the recovery plan","source":"Poslovni dnevnik (12 May 2025)"}
{"frame":"row","metric":"Funding for health & wellness tourism infrastructure","value":"over EUR 121m","source":"Latte Luxury News (14 Oct 2026)"}
{"frame":"row","metric":"Wellness tourist spend premium (international trips)","value":"US$1,637 per trip, 38% above average tourist","source":"Global Wellness Institute, via AdriaPress"}
{"frame":"row","metric":"Tourist nights per resident, 2024","value":"24 (highest in the EU)","source":"AdriaPress (15 Jul 2026)"}
{"frame":"row","metric":"Vitamins & minerals (OTC) revenue, 2025","value":"US$31.56m; 5.70% CAGR 2025-2029","source":"Statista Market Outlook (search snippet)"}
{"frame":"row","metric":"Sleep aids (OTC) revenue, 2025","value":"US$730.35k; 5.44% CAGR 2025-2029","source":"Statista Market Outlook (search snippet)"}
{"frame":"row","metric":"Beauty & personal care revenue, 2025","value":"US$420.07m; 1.86% CAGR 2025-2030; online 26.3% of revenue","source":"Statista Market Outlook (search snippet)"}
{"frame":"row","metric":"Beauty & personal care retail value, latest year","value":"EUR 621.1m, +6%","source":"Euromonitor (search snippet; year not shown)"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Drivers: (1) Tourism-led demand. Wellness guests spend more and the state is funding spa and thermal capacity to extend the season. (2) Preventive-health habits are lifting vitamins and supplements (Euromonitor, Sep 2025). (3) Natural and clean beauty is gaining with younger shoppers (Statista). (4) EU ageing, with 22% of people over 65 in early 2025 (AdriaPress)."}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Data limits: the US$9.39bn figure is a broad GWI definition that includes tourism, real estate and services. It is not retail sales of wellness products and must not be read as one. Statista and Euromonitor numbers come from public snippets of paywalled reports, so segment definitions differ and the figures do not add up to one total. The EUR 700-900m tourism range is a ministry estimate, since arrivals are not tracked by health motive."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Product segments"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Key insight: the consumer-product pool is led by beauty & personal care (about US$420m in 2025), while supplements are small but growing faster. Vitamins & minerals are about US$32m, growing 5.7% a year against 1.9% for beauty (Statista, 2025). Pharmacies remain the main supplement channel and Atlantic Grupa leads vitamins (Euromonitor, Sep 2025)."}}}
{"frame":"table","maxHeight":420,"columns":[{"id":"segment","header":"Segment","size":200},{"id":"size","header":"Size","size":170},{"id":"growth","header":"Growth outlook","size":190},{"id":"signal","header":"Qualitative signal","size":320},{"id":"source","header":"Source","size":180}]}
{"frame":"row","segment":"Beauty & personal care","size":"US$420.07m (2025)","growth":"1.86% CAGR 2025-2030","signal":"Natural and organic demand; online is 26.3% of revenue","source":"Statista"}
{"frame":"row","segment":"Vitamins & minerals (OTC)","size":"US$31.56m (2025)","growth":"5.70% CAGR 2025-2029","signal":"Preventive-health trend; slightly slower in 2025 as the market matures and the population shrinks","source":"Statista; Euromonitor"}
{"frame":"row","segment":"Sleep aids (OTC)","size":"US$730.35k (2025)","growth":"5.44% CAGR 2025-2029","signal":"Rising preference for herbal and natural remedies","source":"Statista"}
{"frame":"row","segment":"Dietary supplements","size":"Not disclosed","growth":"Resilient value growth expected in 2026","signal":"Growth from millennials and gen Z; premium formulas, e-commerce and pharmacy rapid delivery; herbal/traditional gaining share","source":"Euromonitor"}
{"frame":"row","segment":"Weight management & wellbeing","size":"Not disclosed","growth":"Weight-loss supplements and slimming teas most dynamic","signal":"Driven by rising overweight and obesity rates and public education","source":"Euromonitor"}
{"frame":"row","segment":"Wellness tourism & spa services","size":"EUR 700-900m a year (medical, rehab & wellness)","growth":"Double-digit","signal":"Thermal spa renovations in continental Croatia; Pical Resort opened the country's first ESPA spa","source":"Poslovni dnevnik; SpaBusiness; Latte Luxury News"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Coverage gap: no public, sourced size exists for sports nutrition, herbal teas, or home-spa products on their own. Consumer health overall is maturing, with a declining population and emigration (Euromonitor, Sep 2025). Treat the supplement growth rates as category-level estimates."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Search demand"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Key insight: in Croatia, search interest in spa is about three to four times that of general wellness, and it peaks around year-end and mid-July. Interest in wellness itself has eased through 2026. Vitamini is the smallest and flattest series. This is a proxy for interest, not sales."}}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":340,"option":{"tooltip":{"trigger":"axis"},"legend":{},"xAxis":{"type":"category","boundaryGap":false,"data":["Nov 2","Nov 16","Nov 30","Dec 14","Dec 28","Jan 11","Jan 25","Feb 8","Feb 22","Mar 8","Mar 22","Apr 5","Apr 19","May 3","May 17","May 31","Jun 14","Jun 28","Jul 12","Jul 26","Aug 9","Aug 23","Sep 6","Sep 20","Oct 4","Oct 18"]},"yAxis":{"type":"value","name":"index"},"series":[{"name":"spa","type":"line","data":[87,90,77,80,100,87,93,89,78,88,72,63,66,69,70,75,61,66,93,66,70,74,70,61,77,64]},{"name":"wellness","type":"line","data":[33,35,32,39,48,41,42,44,29,32,27,25,24,21,24,22,20,20,16,18,17,19,23,31,28,24]},{"name":"vitamini","type":"line","data":[19,10,16,20,14,21,20,16,17,19,16,14,38,16,17,12,7,7,9,10,12,14,20,12,14,14]}]}}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Chart basis: Google Trends, Croatia only, weekly index (0-100, relative to each term's peak across the three terms), Nov 2025 to Oct 2026, shown every second week with real week-start labels. The 12-month averages were wellness 28, spa 74, vitamini 16. A 5-year pull for Croatian terms like dodaci prehrani (supplements) and prirodna kozmetika (natural cosmetics) returned near-zero values and a related-queries pull returned nothing, so low Croatian-language search volume is not evidence of low demand."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Retail shelf"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Key insight: the big drugstores treat wellness as a two-sided shelf. Private-label home-spa and beauty items sit at under EUR 6, while branded supplements run from about EUR 3 (Mivolis) to EUR 24 (KAL). dm lists a 1,500+ product OTC corner with dermocosmetics and supplements, and BIPA has 150 branches and a 800+ product pharma range."}}}
{"frame":"products","layout":"grid"}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747480752/assets/pas/images/8a1de5f5-1e0b-4126-bd43-062d592defc4/balea-aqua-maska-za-lice-u-maramici","name":"Balea Aqua maska za lice u maramici, 1 kom.","price":"0,95 €","href":"https://www.dm.hr/p/d/1682144/balea-aqua-maska-za-lice-u-maramici","rating":0,"source":{"name":"dm.hr · Home Spa"},"tags":["Home spa"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1765058967/assets/pas/images/20849aca-6839-40d2-83db-60c62050daf9/dmbio-caj-za-laku-noc-20-vrecica","name":"dmBio Čaj za laku noć, 20 vrećica, 30 g","price":"1,65 €","href":"https://www.dm.hr/p/d/1488032/dmbio-caj-za-laku-noc-20-vrecica","source":{"name":"dm.hr · Home Spa"},"tags":["Home spa"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747484717/assets/pas/images/255fe03f-2550-42c8-b097-9d8d44891206/alverde-naturkosmetik-relaksirajuce-ulje-pro-climate-relax","name":"alverde NATURKOSMETIK Relaksirajuće ulje Pro Climate Relax, 100 ml","price":"3,95 €","href":"https://www.dm.hr/p/d/1283907/alverde-naturkosmetik-relaksirajuce-ulje-pro-climate-relax","source":{"name":"dm.hr · Home Spa"},"tags":["Home spa"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747484753/assets/pas/images/207fc71c-e734-4ad3-94db-c4d4baf0325b/ebelin-spuzva-za-masazu-vise-vrsta","name":"ebelin Spužva za masažu, više vrsta, 1 kom.","price":"1,15 €","href":"https://www.dm.hr/p/d/1590059/ebelin-spuzva-za-masazu-vise-vrsta","source":{"name":"dm.hr · Home Spa"},"tags":["Home spa"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747428819/assets/pas/images/a393dc09-d118-4d3d-9e5f-fc7506b12834/natural-wealth-magnezij-direkt-375-mg-b-c","name":"Natural Wealth Magnezij Direkt 375 mg + B + C, 60 kom.","price":"16,50 €","href":"https://www.dm.hr/p/d/2443186/natural-wealth-magnezij-375-mg-b1-b6-c-sumece-tablete","source":{"name":"dm.hr · Magnezij"},"tags":["Supplement"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747407449/assets/pas/images/d1466ff2-62d7-4f9f-ae05-4a1149be4a73/kal-magnesium-malate-400-dodatak-prehrani","name":"KAL Magnesium Malate 400 – dodatak prehrani, 90 kom.","price":"23,95 €","href":"https://www.dm.hr/p/d/2399281/kal-magnesium-malate-400-dodatak-prehrani","source":{"name":"dm.hr · Magnezij"},"tags":["Supplement"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1773314704/assets/pas/images/ef1fe360-42ce-43e5-920a-569d814762a0/mivolis-dvofazne-depo-tablete-s-vremenskim-otpustanjem-magnezij-500-vitamini-b-skupine","name":"Mivolis Dvofazne depo tablete – magnezij 500 + vitamini B skupine, 30 kom.","price":"3,30 €","href":"https://www.dm.hr/p/d/3042081/dietpharm-magnezij-glicinat-kapsule","source":{"name":"dm.hr · Magnezij"},"tags":["Supplement"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1747427398/assets/pas/images/3b623e72-9080-4299-93f9-ddf2b508fa93/supradyn-magnezij-plus-24-x-4-g","name":"Supradyn Magnezij Plus, 24 x 4 g, 24 kom.","price":"17,95 €","href":"https://www.dm.hr/p/d/3042081/dietpharm-magnezij-glicinat-kapsule","source":{"name":"dm.hr · Magnezij"},"tags":["Supplement"]}
{"frame":"product","image":"https://products.dm-static.com/images/f_auto,q_auto,c_fit,h_320,w_320/v1753180026/assets/pas/images/d698b640-6b03-4edd-8a0c-1ede56c6453c/dietpharm-magnezij-glicinat-kapsule","name":"DIETPHARM Magnezij Glicinat - kapsule, 80 kom.","price":"19,95 €","href":"https://www.dm.hr/p/d/3042081/dietpharm-magnezij-glicinat-kapsule","source":{"name":"dm.hr · Magnezij"},"tags":["Supplement"]}
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{"frame":"row","slice":"Home Spa featured picks","products":"5 of 5 shown","band":"EUR 0.95 to EUR 3.95","note":"Mostly dm and Balea private-label; tea, oil, mask, sponge"}
{"frame":"row","slice":"Magnesium supplements","products":"57 on the category page; 29 parsed","band":"EUR 1.85 to EUR 29.95 (median EUR 13.95)","note":"12 brands among the 29; DIETPHARM has 8, Natural Wealth 4, Mivolis 4, KAL 3"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Shelf evidence is dm.hr only (two listing pages, prices as shown on the page, dm's own price date is 02.05.2025 on the page). These are listings, not sales or best-seller data. Three cards in the supplement row link to the page the listing shows for the same row; I could not match a separate product page for the Mivolis and Supradyn items, so their links open the DIETPHARM magnesium page. BIPA and other chains were not crawled."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Entry outlook"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Decision: attractive but selective. Demand is real and structural (tourism spend, preventive health, natural beauty), but the retail product pool is small and mature with a shrinking population. The best-supported openings are premium or differentiated supplements, natural beauty with local ingredients, and products sold into spa and hotel programmes."}}}
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{"frame":"row","question":"Is the market growing?","answer":"Yes at the economy level (10.81% a year 2019-2024). Retail segments grow slower: supplements about 5.7%, beauty about 1.9% a year.","basis":"GWI; Statista"}
{"frame":"row","question":"Structural or cyclical?","answer":"Mostly structural: ageing, preventive health and a state push to build year-round spa capacity. Tourism-linked demand stays seasonal.","basis":"AdriaPress; Poslovni dnevnik; Latte Luxury News"}
{"frame":"row","question":"Concentrated or fragmented?","answer":"Supplements: Atlantic Grupa leads vitamins and pharmacies are the top channel, so the shelf is brand-led. Spa: many mid-size operators plus new large resorts.","basis":"Euromonitor; SpaBusiness"}
{"frame":"row","question":"Where is price crowded?","answer":"Below EUR 6 for private-label home-spa and basic magnesium; EUR 16-24 for branded magnesium. Gaps are not proven from this data.","basis":"dm.hr listings"}
{"frame":"row","question":"Underserved angle","answer":"Local identity. Ministry sources say most Croatian wellness offers standardised treatments with no tie to local herbs or traditions, unlike Alpine spas.","basis":"Poslovni dnevnik (May 2025)"}
{"frame":"row","question":"Entry risks","answer":"Small domestic base and falling population; stricter supplement regulation expected; heavy seasonality; competition from Austria and Slovenia on spa quality.","basis":"Euromonitor; Poslovni dnevnik"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Not covered: Amazon and TikTok Shop signals (neither is a primary channel in Croatia and no Croatian-market data was gathered), customs import volumes, local manufacturers' sales, and regulatory detail for supplement claims. Verify supplement and cosmetics labelling rules with the relevant Croatian and EU authorities before launch."}}}
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Explore Croatia's wellness market: a US$9.39bn economy driven by tourism, preventive health, and natural beauty. Discover key segments, growth drivers, and entry opportunities.