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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 74 | Publication date: Jun 2008
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
Market performance improves in 2007 as consumers adjust to price hikes
The household care market in Serbia and Montenegro showed an improved performance in 2007, with all sectors registering robust growth in current value sales and most key categories showing healthy growth in volume sales. This put the market well on the road to recovery from the downturn of 2006, when volume sales in many categories declined after manufacturers imposed steep price hikes to cope with rising production costs and inflationary pressures. Consumers subsequently shifted to cheaper imported and domestic brands, while manufacturers in a number of sectors began pushing larger economy or value-for-money bulk packs. This helped many categories to return to volume growth in 2007, while moderate price increases and a trend towards more advanced products drove growth in current value terms.
Eurocompact campaign receives a lukewarm reception in 2007
In 2006, the AISE (International Soaps, Detergents and Maintenance Products Association) initiated the ‘Eurocompact’ campaign to promote sustainable energy consumption and the use of concentrated laundry detergents products in Eastern Europe. Over 2006-2007, Serbia and Montenegro witnessed the launch of new concentrated laundry detergents products featuring the Eurocompact logo from leading multinational players like Henkel and Procter & Gamble. A number of domestic players also launched concentrated products. The Eurocompact campaign helped to generate phenomenal growth in concentrated powder detergents volume and current value sales in 2007, albeit from a very low base. Early in 2008, however, Henkel focused on informing consumers that its standard (non-concentrated) products were still available and here to stay. This indicates that the initial reception to the Eurocompact campaign in Serbia and Montenegro was quite lukewarm, with price sensitivity and scepticism about the effectiveness of concentrated products ensuring that many consumers continued to favour standard laundry detergents in larger pack sizes.
Laundry care remains the largest household care sector by a wide margin
Laundry care remained by far the largest household care sector in Serbia and Montenegro in 2007. It was also one of the most competitive, with many strong domestic and multinational players present. Towards the end of the review period, the sector benefited from the launch of new concentrated and added value products. While some consumers remained sceptical about the benefited of these products in 2007, new launches and in-store promotions undoubtedly contributed to healthy current value sales growth in the sector. Demand for laundry care products was also boosted by the rising penetration of washing machines in Serbian and Montenegrin households. This trend was driven by the widespread availability of quick and relatively cheap cash loans, which many consumers used to finance durable goods purchases. Gorenje Slovenia, the leading home appliance company in the region, reports that consumers in Serbia and Montenegro spent US$13 million on washing machines in 2007. Easier access to credit also supported an increase in the household penetration of automatic dishwashers, to the benefit of the dishwashing products sector.
Economic improvements will drive market development over 2007-2012
Household care is set to maintain its positive development over the forecast period, with all sectors expected to show healthy growth in constant value terms. Economic improvements and rising disposable incomes will allow consumers to begin purchasing more expensive multinational and domestic brands once again. At the same time, consumers are also expected to show a greater interest in more advanced or sophisticated products with added value functions. New launches by leading players will reinforce this trend. Laundry care and dishwashing products will continue to benefit from the rising penetration of washing machines and automatic dishwashers in Serbian and Montenegrin households. Moreover, household care as a whole will benefit from rising urbanisation and improvements in distribution, particularly the expansion of supermarkets/hypermarkets chains offering wide assortments of products at competitive prices.
Table of contents
HOUSEHOLD CARE IN SERBIA AND MONTENEGRO : MARKET INSIGHT
EXECUTIVE SUMMARY
Market performance improves in 2007 as consumers adjust to price hikes
Eurocompact campaign receives a lukewarm reception in 2007
Laundry care remains the largest household care sector by a wide margin
Economic improvements will drive market development over 2007-2012
KEY TRENDS AND DEVELOPMENTS
Consumer purchasing power is still amongst the lowest in the region
Urbanisation trend drives the positive development of automatic dishwashing
Consumers remain sceptical about the value of ‘lifestyle’ products
Products with multiple functions appear across the household care market
Laundry care players must invest more to promote concentrated products
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
HENKEL MERIMA DOO
Strategic Direction
Key Facts
Summary 1 Henkel Merima doo: Key Facts
Summary 2 Henkel Merima doo: Operational Indicators 2005-2007
Company Background
Production
Summary 3 Henkel Merima doo: Production Statistics 2007
Competitive Positioning
Summary 4 Henkel Merima doo: Competitive Position 2007
ALBUS DOO
Strategic Direction
Key Facts
Summary 5 Albus doo: Key Facts
Summary 6 Albus doo: Operational Indicators 2005-2007
Production
Competitive Positioning
Summary 7 Albus doo: Competitive Position 2007
LAUNDRY CARE IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Summary 8 Dishwashing Product Brands
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Surface Care Company Shares 2003-2007
Table 34 Surface Care Brand Shares 2004-2007
Table 35 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 37 Sales of Chlorine Bleach: Value 2002-2007
Table 38 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 39 Chlorine Bleach Company Shares 2003-2007
Table 40 Chlorine Bleach Brand Shares 2004-2007
Table 41 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 45 Toilet Care Products Company Shares 2003-2007
Table 46 Toilet Care Products Brand Shares 2004-2007
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Polishes by Subsector: Value 2002-2007
Table 50 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 51 Polishes Company Shares 2003-2007
Table 52 Polishes Brand Shares 2004-2007
Table 53 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Sales of Air Care by Subsector: Value 2002-2007
Table 56 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 57 Air Care Company Shares 2003-2007
Table 58 Air Care Brand Shares 2004-2007
Table 59 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SERBIA AND MONTENEGRO
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Insecticides by Subsector: Value 2002-2007
Table 62 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 63 Insecticides Company Shares 2003-2007
Table 64 Insecticides Brand Shares 2004-2007
Table 65 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012