Serbia

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…

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…

New regulations were introduced for e-vapour products in Serbia in 2023. Amendments to the Tobacco Law, effective from November 2023, established a new category for electronic cigarettes and associated products, regardless of their nicotine content.…

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…

Depopulation in Serbia from 2021-2040 will be the result of the rising death rate and reduced births. Improved living standards and declining births will see ageing continue, with over a quarter of the population being 65+ by 2040. The rural…

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…

Volume growth of sauces, dips and condiments has slowed slightly in 2023, but remains healthy as consumers look for more affordable options. Serbians are spending less time at home as they visit foodservice outlets more frequently, and are keen to…

Volume sales of Rx/reimbursement adult incontinence in Serbia remained stable in 2023. The ageing population is the main driver of category sales, as the elderly tend to experience incontinence issues later in life. In tandem, rising inflation and…

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…

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…

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…

Overall, rice, pasta and noodles is expected to register moderate constant value and minimal volume growth in 2023. However, the performance is not uniform across rice, pasta and noodles. While pasta continues to account for most value sales, it is…

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 digital revolution has been rewiring retail for years. The Coronavirus (COVID-19) pandemic accelerated this transition as e-commerce became the default setting for many housebound consumers. The crisis-inspired surge in e-commerce is leading to a…

Retail e-commerce continued to see more dynamic growth than offline retail in 2022 in current value terms with companies continuing to invest in setting up, expanding and improving their online presence. Local and international retailers have been…

Retail e-commerce in Serbia continued to see dynamic growth in 2022, even outpacing the sharp spike in growth seen in 2020 following the outbreak of COVID-19. Retail e-commerce in Serbia has grown considerably since the start of the pandemic, with…

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…

In spite of continuing high inflation, volume sales are expected to increase slightly and constant value sales are also expected to register a moderate increase. Processed meat continues to account for most volume sales, with chilled processed meat…

Processed fruit and vegetables is expected to be one of the better performing food staples in 2023, registering moderate volume growth. Consumers’ busy lifestyles supports volume growth. While growing fresh produce is a long-established tradition in…

Premium beauty and personal care in Serbia continued its impressive ascent in 2023, characterised by stable double-digit growth in retail value sales. This upward trajectory was predominantly underpinned by a strategic price increase strategy adopted…