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Although food with nutritive and health claims in the Western Balkan countries hasbeen present in this region for more than a decade, it has remained rather understudied. Therefore, the aim of this study was to determine the importance of products with nutritive and health claims in the Western Balkans, using qualitative research techniques. In the study, the prices and margins of the subject product group, distribution channels, demand perception and incentives as well as barriers for thedoi:10.5937/ekonhor1401063s fatcat:eluml72mofacbfqxxomzwrpaoa