Home Care in Serbia
Euromonitor International's Home Care in Serbia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 77 | Publication date: Jun 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air Care; Bleach; Dishwashing; Insecticides; Laundry Care; Polishes; Surface Care; Toilet Care
Executive summary
Global financial crisis leads to slowdown
The dynamism displayed by home care products in Serbia in the early years of the review period was notably absent in 2009, as the global financial crisis made its impact. The premiumisation process seen during the review period is expected to slowdown in coming years, as many international brands are already present. Volume sales growth is likewise expected to experience a slowdown, as will unit price growth across most categories. As a response to the economic climate and the introduction of private label, many producers can be expected to introduce larger pack sizes, which offer per unit price savings.
Private label makes its entrance
The global success of private label has been replicated in Serbia since 2008, as a result of the impact which the global financial crisis has had on consumer purchasing power. Following the lead of Maxi doo and Mercator doo, several domestic supermarket chains launched private label lines in 2009, including Familija Market doo, DIS doo and CBA trgovina doo. Most of the products thus far have been food items, but home care products are expected to be increasingly introduced from 2010 onwards.
Competition intensifies
Procter & Gamble, Henkel and Beohemija remained the leading players in home care in Serbia. These producers all invest in marketing to a far greater degree than the competition. Furthermore, their wide portfolios of quality branded products cover every home care category. As a result of well implemented business strategies, value for money product lines and strong distribution, Beohemija doo achieved remarkable growth over the review period to first secure, and then solidify, its position as the third-ranking home care products producer in Serbia.
Expansion of supermarkets/hypermarkets continues
The rapid expansion of supermarkets/hypermarkets witnessed over the review period continued apace in 2009. Despite the ongoing recession, large retail chains continued to open new outlets across the country. Two new retail chains entered Serbia in 2009, namely Familija market doo, which opened more than ten outlets across Serbia, and Hyper Cort, which opened a new hypermarket in Belgrade.
New product launches
Two main developments impacted home care products in Serbia in 2009, the global financial crisis and the expansion of private label. Further segmentation of home care, with constant innovation in terms of existing brand and new launches, is expected to be one outcome of these developments. Furthermore, it is expected that manufacturers will increasingly introduce larger pack sizes, which offer consumers unit price savings, as a means of staving off the threat of private label and reinvigorating consumer demand in the face of the recession.
Table of contents
HOME CARE IN SERBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Global financial crisis leads to slowdown
Private label makes its entrance
Competition intensifies
Expansion of supermarkets/hypermarkets continues
New product launches
MARKET INDICATORS
Table 1 Households 2004-2009
MARKET DATA
Table 2 Sales of Home Care by Sector: Value 2004-2009
Table 3 Sales of Home Care by Sector: % Value Growth 2004-2009
Table 4 Home Care Company Shares 2005-2009
Table 5 Home Care Brand Shares 2006-2009
Table 6 Sales of Home Care by Distribution Format: % Analysis 2004-2009
Table 7 Sales of Home Care by Sector and Distribution Format: % Analysis 2009
Table 8 Forecast Sales of Home Care by Sector: Value 2009-2014
Table 9 Forecast Sales of Home Care by Sector: % Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SERBIA
ALBUS AD - HOME CARE - SERBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Albus ad: Key Facts
Summary 3 Albus ad: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Albus ad: Competitive Position 2009
BEOHEMIJA DOO - HOME CARE - SERBIA
STRATEGIC DIRECTION
Summary 5 Beohemija doo: Key Facts
Summary 6 Beohemija doo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Beohemija doo: Competitive Position 2009
HENKEL MERIMA DOO - HOME CARE - SERBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Henkel Merima doo: Key Facts
Summary 9 Henkel Merima doo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Henkel Merima doo: Competitive Position 2009
AIR CARE IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 10 Sales of Air Care by Subsector: Value 2004-2009
Table 11 Sales of Air Care by Subsector: % Value Growth 2004-2009
Table 12 Air Care Company Shares 2005-2009
Table 13 Air Care Brand Shares 2006-2009
Table 14 Forecast Sales of Air Care by Subsector: Value 2009-2014
Table 15 Forecast Sales of Air Care by Subsector: % Value Growth 2009-2014
BLEACH IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 16 Sales of Bleach: Value 2004-2009
Table 17 Sales of Bleach: % Value Growth 2004-2009
Table 18 Bleach Company Shares 2005-2009
Table 19 Bleach Brand Shares 2006-2009
Table 20 Forecast Sales of Bleach: Value 2009-2014
Table 21 Forecast Sales of Bleach: % Value Growth 2009-2014
DISHWASHING IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY INDICATORS
Table 22 Household Penetration of Dishwashers 2004-2009
CATEGORY DATA
Table 23 Sales of Dishwashing Products by Subsector: Value 2004-2009
Table 24 Sales of Dishwashing Products by Subsector: % Value Growth 2004-2009
Table 25 Dishwashing Products Company Shares 2005-2009
Table 26 Dishwashing Products Brand Shares 2006-2009
Table 27 Forecast Sales of Dishwashing Products by Subsector: Value 2009-2014
Table 28 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2009-2014
INSECTICIDES IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 29 Sales of Insecticides by Subsector: Value 2004-2009
Table 30 Sales of Insecticides by Subsector: % Value Growth 2004-2009
Table 31 Insecticides Company Shares 2005-2009
Table 32 Insecticides Brand Shares 2006-2009
Table 33 Forecast Sales of Insecticides by Subsector: Value 2009-2014
Table 34 Forecast Sales of Insecticides by Subsector: % Value Growth 2009-2014
LAUNDRY CARE IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY INDICATORS
Table 35 Household Penetration of Washing Machines 2004-2009
CATEGORY DATA
Table 36 Sales of Laundry Care by Subsector: Value 2004-2009
Table 37 Sales of Laundry Care by Subsector: % Value Growth 2004-2009
Table 38 Sales of Laundry Detergents by Type: Value 2004-2009
Table 39 Sales of Laundry Detergents by Type: % Value Growth 2004-2009
Table 40 Sales of Laundry Aids by Type: Value 2004-2009
Table 41 Sales of Laundry Aids by Type: % Value Growth 2004-2009
Table 42 Laundry Care Company Shares 2005-2009
Table 43 Laundry Care Brand Shares 2006-2009
Table 44 Laundry Detergents Company Shares 2005-2009
Table 45 Laundry Detergents Brand Shares 2006-2009
Table 46 Laundry Aids Company Shares 2005-2009
Table 47 Laundry Aids Brand Shares 2006-2009
Table 48 Forecast Sales of Laundry Care by Subsector: Value 2009-2014
Table 49 Forecast Sales of Laundry Care by Subsector: % Value Growth 2009-2014
POLISHES IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 50 Sales of Polishes by Subsector: Value 2004-2009
Table 51 Sales of Polishes by Subsector: % Value Growth 2004-2009
Table 52 Polishes Company Shares 2005-2009
Table 53 Polishes Brand Shares 2006-2009
Table 54 Forecast Sales of Polishes by Subsector: Value 2009-2014
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2009-2014
SURFACE CARE IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 56 Sales of Surface Care by Subsector: Value 2004-2009
Table 57 Sales of Surface Care by Subsector: % Value Growth 2004-2009
Table 58 Surface Care Company Shares 2005-2009
Table 59 Surface Care Brand Shares 2006-2009
Table 60 Forecast Sales of Surface Care by Subsector: Value 2009-2014
Table 61 Forecast Sales of Surface Care by Subsector: % Value Growth 2009-2014
TOILET CARE IN SERBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 62 Sales of Toilet Care Products by Subsector: Value 2004-2009
Table 63 Sales of Toilet Care Products by Subsector: % Value Growth 2004-2009
Table 64 Toilet Care Products Company Shares 2005-2009
Table 65 Toilet Care Products Brand Shares 2006-2009
Table 66 Forecast Sales of Toilet Care Products by Subsector: Value 2009-2014
Table 67 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2009-2014