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Country Report

Confectionery in Serbia

| Pages: 64

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery showed an improved performance in 2012. Total volume and current value sales growth rates were both up on 2011, and also faster than the respective CAGRs for the entire review period. This performance was largely underpinned by economic recovery, which encouraged Serbs to increase spending on non-essential or indulgent purchases like chocolate confectionery products. At the same time, the fact that competition in chocolate confectionery intensified significantly during the review period also bolstered volume and current value growth rates in 2012. Consumers can now choose from an increasingly wide assortment of international and domestic brands in all categories, and major retail chains are constantly expanding their private label lines. Together with increased investment in new launches, intense competition is driving manufacturers to spend more on distribution and marketing activities. This trend also impacted positive on the performance of chocolate confectionery as a whole in 2012.

COMPETITIVE LANDSCAPE

  • Multinational giant Kraft Foods remained the overall leader in chocolate confectionery in 2012 with a value share of 21%. The company’s leadership was mainly due to the enduring popularity of its Milka brand, which has been present in Serbia for more than a decade and was the first international tablets brand to be widely distributed in the country. Milka was even available in Serbia during the EU trade embargo of the 1990s, when it was imported from Hungary, Austria and other regional countries via informal channels. Thanks to regular new launches and continuous investment in high profile marketing activities, Kraft was able to strengthen the leading position of Milka in chocolate confectionery during the review period despite increasingly aggressive competition from rival brands and private label products. Domestic company Soko-Nada Štark was the second leading player overall in 2012, claiming a value share of 17%. The company’s position was mainly due to the longstanding market presence and strong reputation for quality and competitive prices of its Najlepše želje range. Other prominent competitors in chocolate confectionery in 2012 included Pionir doo, Bambi Banat ad, Dunja doo, Swisslion Takovo, Mars Inc and Nestlé.

PROSPECTS

  • Chocolate confectionery looks set to perform well over the forecast period, with total volume and constant value sales expected to grow at CAGRs of 3% and 4% respectively. The development of the entire category will be underpinned by economic improvements in Serbia, which will encourage consumers to spend more on indulgent purchases like chocolate confectionery products. At the same time, increasing competition will force producers to step up investment in new launches, marketing activities and the expansion of their distribution networks, which will also impact positively on demand. The biggest domestic producers are expected to be particularly active in this regard, which should in turn lead many multinationals to adopt more competitive pricing strategies and focus on improving the quality of their products. Together, these factors should ensure that total volume and constant value sales growth rates surpass those recorded during the review period, when demand for chocolate confectionery was negatively affected by the economic crisis. .

Gum

TRENDS

  • Thanks largely to economic improvements in Serbia, total volume and current value sales growth rates in gum in 2012 were both up on 2011, and also stronger than the respective CAGRs for the entire review period. Sustained investment in marketing activities and improvements in distribution in still emerging categories like sugar free gum also bolstered total volume and current value sales. On the whole, however, the development of gum continued to be hampered by a highly concentrated competitive environment. Wrigley has dominated gum for more than a decade, discouraging potential new entrants and limiting investment in new launches and marketing activities by smaller competitors that have managed to establish a presence in the category.

COMPETITIVE LANDSCAPE

  • Wrigley maintained its dominance in gum in 2012 with a value share of 90%. With an extensive portfolio that includes top global brands such as Orbit, Winterfresh and Eclipse, Wrigley has been the dominant gum producer in Serbia for more than a decade. For many Serbs, the Orbit brand is synonymous with gum products in general. Aside from its early mover advantage, Wrigley’s dominance is also attributable to its strong nationwide distribution network and continuous investment in new product developments and marketing activities. Perfetti Van Melle Group, which offers the Happydent brand, was the second leading gum player in 2012 with a value share of 3%, while MGUM Technology doo ranked third with a 2% share thanks to its Stars brand.

PROSPECTS

  • Gum looks set to continue performing positively over 2012-2017, with total volume and constant value sales both expected to grow faster than during the review period. Aside from economic improvements, volume and constant value sales growth will be driven by new launches and marketing activities. On the whole, however, the lack of significant competition arising from Wrigley’s dominance will continue to hamper the development of gum.

Sugar Confectionery

TRENDS

  • Sugar confectionery showed an improved performance in 2012; volume and current value growth rates for the entire category were both up on 2011, and also stronger than the respective CAGRs for the 5-year review period. This performance was underpinned by economic improvements, which made consumers more willing to spend money on non-essential or indulgent purchases like sugar confectionery, while also encouraging manufacturers to step up investment in new launches and marketing activities. On the whole, however, sugar confectionery in Serbia remained underdeveloped compared to many Western European markets in terms of product sophistication and the range of categories present. For example, the largest category in current value sales terms throughout the review period was standard mints, and in 2012 it continued to be led by domestic and regional players offering basic or traditional products.

COMPETITIVE LANDSCAPE

  • Domestic company Pionir remained the overall leader in sugar confectionery in 2012 with a value share of 26%. Thanks to its longstanding presence in Serbia, Pionir’s products are familiar to generations of consumers and have a strong reputation for quality and competitive prices. The company’s leadership is also attributable to an extensive distribution network that covers modern and traditional retail channels. Its most popular brands include Mentol (mints) and Negro (pastilles). Paracinka, which offers the Zele bombone and Candy brands, finished second overall in 2012 with a value share of 12%, while Kraš dd rounded out the top three with a share of 11%. Other prominent competitors in sugar confectionery included Bambi Banat, Perfetti Van Melle, Ferrero and Chupa Chups (Grupo) SA.

PROSPECTS

  • Sugar confectionery looks set to maintain its positive development over the forecast period, with total volume and constant value sales both expected to grow at a CAGR of 2%. Together with gradual economic improvements, sustained investment in new launches and marketing activities by leading players should ensure that growth in total volume and constant value sales surpasses that recorded over 2007-2012. On the whole, however, the development of sugar confectionery is likely to be hampered by increasing maturity and growing competition from chocolate confectionery. Manufacturers that compete in both chocolate and sugar confectionery are likely to focus more of their investment on the former category, as it is expected to be the most dynamic of the two.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Serbia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Serbia?
  • What are the major brands in Serbia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Serbia - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2007-2012
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2007-2012
  • Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012
  • Table 6 Chocolate Confectionery Company Shares 2008-2012
  • Table 7 Chocolate Confectionery Brand Shares 2009-2012
  • Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-2017
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2012-2017

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2007-2012
  • Table 14 Sales of Sugar Confectionery by Category: Value 2007-2012
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2007-2012
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2007-2012
  • Table 17 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2007-2012
  • Table 18 Sugar Confectionery Company Shares 2008-2012
  • Table 19 Sugar Confectionery Brand Shares 2009-2012
  • Table 20 Sales of Sugar Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2012-2017
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2012-2017
  • Summary 1 Other Sugar Confectionery: Product Types 2012

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2007-2012
  • Table 26 Sales of Gum by Category: Value 2007-2012
  • Table 27 Sales of Gum by Category: % Volume Growth 2007-2012
  • Table 28 Sales of Gum by Category: % Value Growth 2007-2012
  • Table 29 Gum Company Shares 2008-2012
  • Table 30 Gum Brand Shares 2009-2012
  • Table 31 Sales of Gum by Distribution Format: % Analysis 2007-2012
  • Table 32 Forecast Sales of Gum by Category: Volume 2012-2017
  • Table 33 Forecast Sales of Gum by Category: Value 2012-2017
  • Table 34 Forecast Sales of Gum by Category: % Volume Growth 2012-2017
  • Table 35 Forecast Sales of Gum by Category: % Value Growth 2012-2017

Confectionery in Serbia - Company Profiles

Soko-Nada Štark ad in Packaged Food (Serbia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Soko Nada Štark ad: Key Facts
  • Summary 3 Soko Nada Štark ad: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Soko Nada Štark ad: Competitive Position 2012

Packaged Food in Serbia - Industry Context

EXECUTIVE SUMMARY

Economic crisis marked review period

Stagnation and minimal growth in 2012

Domestic producers continue to dominate

Modern grocery retailers expand

No significant volume growth expected in the forecast period

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2007-2012
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 44 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 45 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 51 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 54 Company Shares of Meal Solutions 2008-2012
  • Table 55 Brand Shares of Meal Solutions 2009-2012
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 61 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 64 Company Shares of Nutrition/Staples 2008-2012
  • Table 65 Brand Shares of Nutrition/Staples 2009-2012
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 71 Sales of Packaged Food by Category: Value 2007-2012
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 74 GBO Shares of Packaged Food 2008-2012
  • Table 75 NBO Shares of Packaged Food 2008-2012
  • Table 76 NBO Brand Shares of Packaged Food 2009-2012
  • Table 77 Penetration of Private Label by Category 2007-2012
  • Table 78 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 79 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

SOURCES

  • Summary 5 Research Sources

Segmentation

This market research report includes the following:

  • Confectionery
    • Chocolate Confectionery
      • Alfajores
      • Bagged Selflines/Softlines
      • Boxed Assortments
        • Standard Boxed Assortments
        • Twist Wrapped Miniatures
      • Chocolate with Toys
      • Countlines
      • Seasonal Chocolate
      • Tablets
      • Other Chocolate Confectionery
    • Gum
      • Bubble Gum
      • Chewing Gum
        • Sugar Free Gum
        • Sugarised Gum
    • Sugar Confectionery
      • Boiled Sweets
      • Liquorice
      • Lollipops
      • Medicated Confectionery
      • Mints
        • Power Mints
        • Standard Mints
      • Pastilles, Gums, Jellies and Chews
      • Toffees, Caramels and Nougat
      • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares
  • Distribution
  • Analysis by type
  • Pricing
  • Products by ingredient
  • Products by ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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