Serbia

Chocolate confectionery is set to see significant current value growth in Serbia in 2024. The category faced a considerable rise in unit prices in 2023, with price growth slowing down a bit in 2024. Despite inflationary pressures, which encouraged…

Retail volume sales of RTDs in Serbia enjoyed strong growth in 2023. As consumers spent more time socialising outside the home, they were drawn to buying convenient ready-to-drink options for on-the-go consumption. Spirit-based RTDs are experiencing…

Rising production, packaging, and logistical costs in Serbia contributed to further price growth in alcoholic drinks during 2023. Consumer price sensitivity was more acute as the rate of inflation continued to rise year on year resulting in higher…

There was a slight fall in volume sales of cigarettes in Serbia in 2023. This was partly due to continuing population decline. Price hikes and tax hikes, along with high inflation, also dampened volume sales somewhat. However, smoking prevalence only…

Demand for wipes in Serbia has been supported by elevated hygiene standards since the COVID-19 pandemic. Though wipes registered double-digit current value growth in 2023, constant value sales were flat. Prices have been rising due to the soaring…

In 2023, high price growth led to double-digit retail value growth, while retail volume sales struggled. With prices rising steeply, consumers were encouraged to be as economical as possible, with a volume decline for hand dishwashing liquids further…

Sugar confectionery is set to see current value growth in Serbia in 2024. Meanwhile, rising volume sales of sugar confectionery are being supported by busy consumer lifestyles and a desire for affordable indulgence in the midst of hectic and…

Ice cream is set to see double-digit current value growth in Serbia in 2024. In the context of a high rate of inflation, the prices of ice cream have risen significantly. The increase in raw milk prices and a decline in milk production have led to…

Depilatories in Serbia experienced slight volume growth in 2023, propelled by the prevalence of active lifestyles among women. As women ventured out more frequently, there was a corresponding uptick in demand for hair removal products. However, this…

In 2023, consumers focused on buying essential retail tissue products in Serbia, as inflation remained stubbornly high. Toilet paper faced robust volume growth and supported overall category growth, as it is considered a necessary product that cannot…

The bleach landscape in Serbia is small, with a few products available in retail, which is decreasing each year. Demand for bleach remained under pressure in Serbia in 2023 as consumers continued to abandon the category in favour of more…

Spirits volume sales slowed down in 2023 with the on-trade responsible for most of the growth in Serbia. The on-trade sector is steadily recovering from the COVID-19 pandemic and should see a full rebound in volume sales during 2024. With the rate of…

Rising price points led to double-digit value growth in 2023, while growing prices encouraged some consumers to purchase less and shift to private label goods. In addition, branded players focused on deals and discounts to retain sales. Despite these…

The escalation in prices coupled with a decline in disposable income has adversely affected the sales of tea in 2023 within Serbia. Additionally, as consumers gravitate towards a return to their pre-pandemic lifestyles, spending more time outside…

Sports drinks in Serbia witnessed a notable increase in volume sales attributed primarily to the expanding consumer base. The awareness surrounding sports drinks continues to grow, with a broader spectrum of Serbians, not just athletes, becoming more…

In 2023, the sales trajectory of colour cosmetics in Serbia was propelled by a resurgence in pre-pandemic lifestyle patterns and the pervasive influence of social media. Platforms like TikTok and Instagram emerged as powerful catalysts, with…

While retail value growth was double-digit in 2023, this was the result of rising inflation and heightened price points. As a result, while retail value growth was positive, retail volume growth struggled, recording a decline in most home care…

Increasing authoritarianism and corruption are resulting in mass protests, although fiscal discipline is leading to better state finances. Economic momentum is slowing, owing to high inflation and reduced external demand, but foreign investment…

Ready-to-drink (RTD) tea faces challenges due to soaring prices and a decline in disposable income among Serbians in 2023. As consumers prioritise spending on essentials, the demand for RTD tea diminishes. Consequently, producers of RTD tea curtail…

The substantial rise in coffee prices has decelerated the growth of coffee volume sales in Serbia. Notably, only coffee pods have experienced an upward trend, primarily due to an expanding consumer base and relatively lower market maturity. The…

Skin care in Serbia continued to experience both volume and value growth in 2023, attributed to the introduction of new products, increasing consumer awareness, and the influence of social media. Leading players consistently innovate and enhance…

In 2023, oral care in Serbia continued to experience consistent volume growth, building upon the momentum seen in previous years. While the volume sales growth mirrored that of the previous year, the notable increase in value sales was primarily…

In 2023, hair care in Serbia witnessed growth predominantly driven by ancillary products such as hair masks, serums, and oils. Serbians are increasingly prioritising hair health and aesthetics, embracing styling techniques to achieve desired looks.…

Deodorants in Serbia witnessed a notable surge in prices in 2023, yet this did not deter volume sales. Instead, consumers opted for alternative formats of deodorants designed for extended use, transitioning from sprays to roll-ons, creams, or sticks.…

While retail value sales were positively impacted by price increases, leading to double-digit growth, retail volume sales of polishes in Serbia were challenged. Price growth and the decline in disposable incomes led consumers to forgo the purchases…

Bottled water in Serbia experienced a volume sales recovery in 2023, driven by the return to pre-pandemic lifestyles, with consumers embracing on-the-go water consumption. Functional bottled water witnessed the fastest volume sales growth, attributed…

Gum is set to see significant current value growth in Serbia in 2024. Volume sales of gum are being stimulated by busy lifestyles and the related shift towards on-the-go consumption and snacking. Bubble gum, however, continues to face falling volume…

Beer volume sales in Serbia remained upbeat in 2023, with the on-trade continuing to see double-digit growth and recovering back to pre-pandemic levels. Price sensitivity encouraged consumers to seek out cheaper prices of beer. As a result, one-fifth…

Though current value sales of tobacco increased in 2023, constant value sales fell, as inflation continued to be high. Volume sales also only increased marginally.

Fragrances in Serbia in 2023 showcased stable performance but encountered notable challenges. A significant development was observed with drugstore chains like Dm introducing low-cost fragrances within their product offerings. Similarly, the…

With price hikes resulting in strong retail value growth, volume sales were challenged in 2023, leading to a retail volume decline in surface. Serbians focused on affordability and necessities, leading many to switch to cheaper brands or migrate to…

High inflation and a decline in disposable income hinder the further growth of RTD coffee in 2023. Despite this, RTD coffee maintains volume sales due to its growth potential in an unsaturated category. Key players like Nescafé face intensified…

Juice, deemed non-essential, witnessed a decline in consumption in 2023, influenced by soaring prices and a decrease in disposable income within Serbia. Economically conscious consumers reduced juice consumption or migrated towards more affordable…

In 2023, the consumption of hot drinks in Serbia faced a slowdown due to rising prices and a decline in disposable income. Consumers responded by reducing consumption volumes, shifting towards more affordable brands, opting for private label…

As prices rise and disposable incomes decline, Serbians are reassessing their daily purchases, notably reducing consumption of non-essential items like carbonated beverages. Health-conscious consumers are shifting towards healthier alternatives and…

The snacks market is set to see growth in both volume and value terms in Serbia in 2024. This is largely due to the return of consumers to their busy lifestyles, including increased opportunities for socialisation inside and outside the home and…

Wine volume sales in Serbia rose moderately in 2023, driven by higher consumption in on-trade establishments where volumes returned to pre-pandemic levels. Despite the boost in on-trade sales, demand through the off-trade also remained stable with…

Cider/perry in Serbia continued to see strong and stable volume growth in total volume terms in 2023, although growth continued to come from a small consumer base. Cider is benefitting from a growing consumer base with healthier lifestyles fuelling…

Serbian women are generally quite conservative with regards to menstrual care. Sanitary towels remain the most popular product, whilst menstrual cups and reusable pads are available but remain a niche. Moreover, some consumers consider re-washable…

Soft drinks in Serbia faced significant challenges in 2023 due to a decline in disposable income. The economic downturn prompted Serbians to reassess their purchasing habits, focusing primarily on essential products. With price sensitivity on the…

Energy drinks in Serbia have experienced notable volume sales growth, primarily driven by the return to pre-pandemic lifestyles. The busier pace of life further encourages the consumption of energy drinks. Leading players in this market retain their…

Powder concentrates persist as a traditional product familiar to many Serbians. The area boasts several robust local players in both liquid and powder concentrates, fuelling further development. The escalating prices and decline in disposable income…

Savoury snacks is set to see double-digit current value growth in Serbia in 2024. Hectic consumer lifestyles and the increase in on-the-go consumption are stimulating sales of savoury snacks in the Serbian market. However, with the cost of living…

Sun care in Serbia experienced robust growth in 2023 driven by aggressive promotional activities by all major players, commencing as early as April and extending throughout the summer season. The exceptionally hot weather prompted Serbians to spend…

In 2023, growing unit prices and strengthening economising trend led consumers to reduce their purchases while focusing on essentials. As a result, toilet care saw a decline in retail volume sales in all areas while overall retail value grew. Many…

While retail value growth was positive in 2023, this was driven by ongoing inflation, with price rises encouraging Serbians to adapt their budgets in line with reduced disposable incomes. Many have begun to focus on essentials while consuming less…

While retail value sales were positive in 2023, driven by rising unit prices, home insecticides continued to face a retail volume decline in 2023. This decline resulted from a reduction in the consumer base and reduced purchase frequency. High…

Retail adult incontinence remains a taboo topic in Serbia as people do not like to discuss incontinence problems, even with their relatives and friends. In general, retail volume sales are stimulated by the ageing population in Serbia, which already…

Bath and shower in Serbia experienced robust growth in 2023, propelled by a significant surge in retail value sales attributed to high price growth. This inflationary trend notably impacted shower gels, where consumers encountered a plethora of…

Rising inflation has dampened volume sales of tissue and hygiene in Serbia. Higher logistical and raw material costs linked to the COVID-19 pandemic and the Russia-Ukraine war have also resulted in price increases. With the high costs of living…