OBJECTIVES: The main objective was to determine whether there was a difference between wholesale prices, utilization and market share, as well as to explain Rx-OTC switches and reimbursement possibilities of “lifestyle-medicines”, in 2009 and 2010, before and after the adoption of new Medicines Law, in Serbia. METHODS: We investigated how many potential “lifestyle-medicines”, satisfying the previously determined criteria, were authorised for sale. Utilization, price changes and reimbursement status were monitored. Price index and margin index were calculated using the formula: I=QxP (index(I),quantity(Q),price(P)). To compare the differences in prices and utilization, non-parametric Mann-Whitney test was used. To test difference in market shares, T-test of proportion was used. RESULTS: There were 21 registered “lifestyle-medicines“. Five medicines (oral contraceptives) were listed. In 2009, there were 1,763,030 units dispensed worth 16,074,922€. In 2010, 1,814,405 units were dispensed while total value was 14,129,792€. The average sales(€) were higher in 2009, which is not in line with the expected growth trend, but observed difference was not statistically significant. The wholesale price-index 2009/2010 was -13%. This means that prices were 13% lower in 2010. In fact, during 2010, prices remained the same in national currency, which weakened against euro. The margin index was 21% in 2009 and 20% in 2010. Since all drugs were Rx (margin was set up to 12%, VAT was fixed to 8%), this was completely expected. At the end of 2010, two medicines: levonorgestrel (1,5mg) and orlistat (60mg), were authorised as OTC medicines (free pricing, margin:25%, VAT:18%).  CONCLUSIONS: “Lifestyle-medicines” are difficult to define. Market success depends on product characteristics, effectiveness, tolerability, convenient drug-delivery format, simple dosing regimen, good safety profile, first-to-market position, premium prices, sustained media attention, Rx-OTC switch potential and reimbursement potential. Although more new “lifestyle-medicines” will be authorised in Serbia, market share is expected to decrease because of low purchasing power and low reimbursement potential.