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.