Household Care in Serbia and Montenegro
Euromonitor International's Household Care in Serbia and Montenegro 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: 68 | Publication date: Feb 2007
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; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care sees continued growth
The household care market in Serbia & Montenegro continued to grow in 2005, stimulated particularly by the high level of advertising investment implemented by multinational-backed players. With growing purchases of high ticket items such as washing machines and dishwashers, demand for associated products also rose. Demand also increased for task-specific products offering high levels of cleaning power and convenience. However, at the other end of the income range less affluent consumers also demonstrated growing interest in more effective products at a low price. This was particularly evident in the rising share held by private label surface care products. Lifestyle shifts such as the rising number of single-person households also had a significant impact.
Continued urbanisation contributes to growth, but poverty remains an issue
Many consumers continue to move from rural to urban areas in search of better-paid jobs and an improved standard of living. This led to increased demand for products offering higher levels of convenience. However, despite the rural-urban migration many consumers remain on or only slightly above the poverty line, which limits demand for higher priced, added value products to a core of affluent consumers. Their less affluent counterparts seek out their preferred products at the best possible prices, which is of particular benefit to large retail channels such as supermarkets and hypermarkets and discounters.
Multinationals dominant
Domestic players hold very low value shares in the household care market due to the adverse economic environment that struck the country during the 1990s. Now players with multinational backing are dominant in most areas of the market. These companies are in a very strong position, benefiting from the resources necessary to invest in TV advertisements for their products, and to ensure effective positioning in the large retail outlets that are increasingly popular. As a result it will be very difficult for domestic companies to become competitive, although one strategy could be to supply private label products to retailers aimed at the large proportion of the population who are on or near the poverty line.
Large retails channels gain share
Supermarkets and hypermarkets and discounters continued to gain distribution value share in 2005 as consumers increasingly sought products at low prices. The share held by these channels was also boosted by the continued migration of the population from rural to urban areas. The ability of such players to offers a wide range of products at low prices due to the economies of scale they are able to employ is their main advantage in an area where incomes are low by European standards. The increasing proportion of the population in urban areas offers a growing consumer base for these outlets, which in future may be able to benefit from sales of private label products developed for less affluent consumers.
Competitive times ahead
At the time of writing it remains too early to asses the impact of the split of Serbia and Montenegro which occurred in 2006. Poverty is likely to remain an issue, as is the rural to urban shift, as consumers move in search of work. The environment is expected to become increasingly competitive, with all players investing greater amounts in advertising and promotion to stimulate consumer interest and gain share.
Table of contents
HOUSEHOLD CARE IN SERBIA AND MONTENEGRO : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care sees continued growth
Continued urbanisation contributes to growth, but poverty remains an issue
Multinationals dominant
Large retails channels gain share
Competitive times ahead
KEY TRENDS AND DEVELOPMENTS
Political and economic instability influences market
Rural-urban migration continues
Widespread poverty remains
Large retailers gain share
Plight of domestic manufacturers motivates restructuring
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Penetration of Private Label by Sector 2001- 2004
Table 9 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2000-2005
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 13 Laundry Care Company Shares 2001-2005
Table 14 Laundry Care Brand Shares 2002-2005
Table 15 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 16 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 17 Sales of Laundry Detergents by Type: Value 2000-2005
Table 18 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 19 Laundry Detergents Company Shares 2001-2005
Table 20 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 21 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 22 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 23 Dishwashing Products Company Shares 2001-2005
Table 24 Dishwashing Products Brand Shares 2002-2005
Table 25 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 26 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 27 Sales of Surface Care by Subsector: Value 2000-2005
Table 28 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 29 Surface Care Company Shares 2001-2005
Table 30 Surface Care Brand Shares 2002-2005
Table 31 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 32 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 33 Sales of Chlorine Bleach: Value 2000-2005
Table 34 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 35 Chlorine Bleach Company Shares 2001-2005
Table 36 Chlorine Bleach Brand Shares 2002-2005
Table 37 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 38 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 40 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 41 Toilet Care Products Company Shares 2001-2005
Table 42 Toilet Care Products Brand Shares 2002-2005
Table 43 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 44 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Sales of Polishes by Subsector: Value 2000-2005
Table 46 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 47 Polishes Company Shares 2001-2005
Table 48 Polishes Brand Shares 2002-2005
Table 49 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 50 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Air Care by Subsector: Value 2000-2005
Table 52 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 53 Air Care Company Shares 2001-2005
Table 54 Air Care Brand Shares 2002-2005
Table 55 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 56 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 57 Sales of Insecticides by Subsector: Value 2000-2005
Table 58 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 59 Insecticides Company Shares 2001-2005
Table 60 Insecticides Brand Shares 2002-2005
Table 61 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 62 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
HENKEL MERIMA AD
Strategic Direction
Key Facts
Summary 1 Henkel Merima ad: Operational Indicators
Company Background
Production
Competitive Positioning
ALBUS AD
Strategic Direction
Key Facts
Summary 2 Albus ad: Operational Indicators
Company Background
Competitive Positioning
Summary 3 Albus ad: Competitive Position 2005
SAPONIA OSIJEK
Strategic Direction
Key Facts
Summary 4 Saponia Osijek: Key Facts
Summary 5 Saponia Osijek: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Saponia Osijek: Competitive Position 2005
DEFINITIONS