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Country Report

Serbia Flag Confectionery in Serbia

| Pages: 64

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • A shrinking population and the lingering effects of the economic crisis continued to hamper demand for chocolate confectionery in Serbia in 2013. However, the decline in retail volume sales for the entire category was lower than that recorded in 2012, and also fell below the average rate of decline for the 5-year review period. This modest improvement was mainly due to the general belief that the worst years of the crisis were over, with renewed confidence about the short to medium term outlook for the domestic economy encouraging many Serbs to increase spending on chocolate confectionery and other types of impulse and indulgence products. Increasing price competition in several categories also helped to slow the decline in total chocolate confectionery volume sales, as did new launches and marketing campaigns by leading manufacturers.

COMPETITIVE LANDSCAPE

  • Kraft Foods continued to lead chocolate confectionery in 2012 with a retail value share of 19%. This was mainly due to the success of its Milka brand, which competes in a number of product categories and has a price-quality ratio that is very attractive to Serbian consumers. Moreover, since the 1990s Milka has been one of the most widely distributed and heavily promoted international chocolate confectionery brands available in the country. Domestic company Soko-Nada Štark ad ranked second overall in 2013, claiming a retail value share of 16% with its competitively priced Najlepše želje range, while Pionir doo rounded out the top three with a 15% share thanks to the combined strength of its Galeb and Cokolada Pionir brands. Other prominent competitors in chocolate confectionery included Bambi Banat ad, Mars Inc, Swisslion Takovo, Dunja doo, Nestlé, Ferrero SpA and Banat ad.

PROSPECTS

  • After having declined over 2008-2013, chocolate confectionery volume and constant value sales are expected to grow steadily over the forecast period. The recovery of the entire category will be underpinned by gradual economic improvements in Serbia. New launches, improvements in distribution, price promotions and other marketing activities will also help to bolster chocolate confectionery consumption.

Gum

TRENDS

  • As was the case with other impulse and indulgence categories, the fallout from the economic crisis continued to depress demand for gum in Serbia in 2013. However, the decline in total gum volume sales was slower than that recorded the previous year, while growth in total current value sales was up slightly on 2012. This modest improvement was partly due to signs that the worst years of the crisis were over, with renewed confidence about the short to medium term outlook for the domestic economy leading many Serbs to gradually increase spending on gum and similar non-essential products that are typically purchased on impulse. New launches and marketing activities by leading players also had a positive impact on gum consumption in 2013.

COMPETITIVE LANDSCAPE

  • Wrigley maintained its dominance in gum in 2013, claiming a retail value sales share of 87%. The company’s massive lead was mainly due to the success of its Orbit brand, which enjoys an early mover advantage in Serbia and is still the most widely distributed and heavily promoted gum brand in the country. The popularity of Wrigley’s Winterfresh, Eclipse and 5 Gum brands further reinforced its dominant position. MGUM Technology doo, which offers the Stars brand, was the second leading gum player overall with a value share of just over 2%, while Perfetti Van Melle Group rounded out the top three with a 2% share thanks to its Happydent brand.

PROSPECTS

  • Having declined over 2008-2013, total gum volume and constant value sales are both expected to grow steadily over the forecast period. The recovery of the entire category will be underpinned by gradual economic improvements in Serbia. New launches, price promotions and other marketing activities will also bolster gum consumption.

Sugar Confectionery

TRENDS

  • While growth in sugar confectionery retail volume sales in 2013 was marginal, it was still an improvement on the decline recorded the previous year and on the average decline for the entire review period. Similarly, growth in current value sales was up on 2012, and surpassed the 5-year CAGR. This modest recovery was partly due to signs that the worst of the economic crisis was over, which made Serbs more inclined to increase spending on non-essential or indulgence purchases like sugar confectionery. The growing availability of more competitively priced brands and private label products also bolstered the category’s performance, as did new launches and advertising campaigns by leading players.

COMPETITIVE LANDSCAPE

  • Domestic company Pionir remained the overall leader in sugar confectionery in 2013 with a value share of 27%. The company’s leadership was built on its offering of a wide selection of good quality, reasonably-priced products that are familiar to generations of Serbian consumers. Aside from its broad portfolio, an extensive distribution network and continuous marketing support for popular brands like Mentol and Negro also contributed to Pionir’s strong lead. Paracinka ad, which offers the Zele bombone and Candy brands, ranked second overall with a value share of 14%, while Kraš dd rounded out the top three with an 11% share thanks to the enduring popularity of brands like Karamela Bronhi. Other prominent competitors in sugar confectionery in 2013 included Bambi Banat, Perfetti Van Melle, Chupa Chups (Grupo) SA, Ferrero SpA and Swisslion Takovo.

PROSPECTS

  • In contrast to the declines witnessed during the review period, sugar confectionery volume and constant value sales are both expected to grow steadily over the forecast period. The recovery of the entire category will be underpinned by gradual economic improvements in Serbia, which will make consumers less budget conscious and more inclined to increase spending on non-essential or indulgence purchases like sugar confectionery products. New product launches, improvements in distribution, discount campaigns and other promotional activities will also fuel growth in volume and constant value sales.

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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 IN SERBIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM IN SERBIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Gum: % Value 2009-2013
  • Table 18 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 19 Distribution of Gum by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 21 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY IN SERBIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 25 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Sugar Confectionery: Product Types 2013

Confectionery in Serbia - Company Profiles

Bambi Banat ad in Packaged Food (Serbia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bambi Banat ad: Key Facts
  • Summary 3 Bambi Banat ad: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Bambi Banat ad: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 5 Bambi Banat ad: Competitive Position 2013

Packaged Food in Serbia - Industry Context

EXECUTIVE SUMMARY

Review period marked by a restraint local consumer

No recovery in 2013

In spite of economic crisis, the competition is rising

Expansion of modern grocery retailers

Recovery from the crisis will be slow

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

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 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Penetration of Private Label by Category: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • 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
  • Pricing
  • Analysis by Type

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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