Home Care in Serbia
Home care in 2023: The big picture
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Air Care in Serbia
Positive retail volume growth driven by widening assortments and variety
Car air fresheners record a retail volume decline as consumers place purchases on hold
Spray/aerosol air fresheners face rising competition from toilet care products
Electric air fresheners drive growth, offering a modern, sophisticated product
Private label set to gain ground with players focusing on improved quality
Innovations focus on scent extensions and products that improve mood
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Air Care: % Value 2019-2023
Table 14 LBN Brand Shares of Air Care: % Value 2020-2023
Table 15 Forecast Sales of Air Care by Category: Value 2023-2028
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
Bleach in Serbia
Retail volume sales decline as consumers reach for more sophisticated products
Competition from surface care products dampens sales of bleach
Retailers put less emphasis on bleach, challenging sales in 2023
Growing competition and declining availability shrinks sales of bleach
Some consumers view bleach as the most efficient product, driving sales
Concerns over safety and ecological credentials of bleach undermine demand
Table 17 Sales of Bleach: Value 2018-2023
Table 18 Sales of Bleach: % Value Growth 2018-2023
Table 19 NBO Company Shares of Bleach: % Value 2019-2023
Table 20 LBN Brand Shares of Bleach: % Value 2020-2023
Table 21 Forecast Sales of Bleach: Value 2023-2028
Table 22 Forecast Sales of Bleach: % Value Growth 2023-2028
Dishwashing in Serbia
Downward trend for hand dishwashing as convenience dampens sales
Consumers purchase goods on promotion while opting for larger pack sizes
New launches in automatic dishwashing despite lack of innovation in hand dishwashing
Automatic dishwashing drives growth, driven by the demand for convenience
Ongoing price sensitivity leads to discounts and promotions in store
Sustainability shapes product innovations, aligning with rising demands
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2018-2023
Table 25 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 27 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 28 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
Home Insecticides in Serbia
Retail volume declines as consumers reduce spending during 2023
Leading players face few threats to their strong positions due to consumer loyalty
Spray/aerosol home insecticides dominate as distribution focuses on modern channels
Ongoing retail decline as many consumers reduce the use of home insecticides
Leading players benefit from strong consumer loyalty in home insecticides
Modern grocery retailing leads as discounters continue to expand nationwide
Table 30 Sales of Home Insecticides by Category: Value 2018-2023
Table 31 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 33 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 34 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Laundry Care in Serbia
Consumers focus on essentials, unwilling to pay more for added-value
Fabric softeners struggle as consumers focus on essential spending
Leading players focus on innovations as private label gains ground
Economising to remain as retail volume sales slowly recover
Convenience and sustainability shape product innovation in laundry care
Strong players are set to dominate sales through innovations and discounts
Table 36 Household Possession of Washing Machines 2018-2023
Table 37 Sales of Laundry Care by Category: Value 2018-2023
Table 38 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 39 Sales of Laundry Aids by Category: Value 2018-2023
Table 40 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Detergents by Category: Value 2018-2023
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 44 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 45 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 49 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
Polishes in Serbia
Declining disposable incomes challenge sales, as consumers focus on essentials
Sales of shoe polish rise as some consumers return to work, wearing polished shoes
Leading players maintain their top positions with the widest distribution and assortments
Consumers continue economising, putting pressure on demand for polishes
Price stabilisation leads to positive retail volume growth for polishes
Rising competition from surface care dampens sales over the forecast period
Table 51 Sales of Polishes by Category: Value 2018-2023
Table 52 Sales of Polishes by Category: % Value Growth 2018-2023
Table 53 NBO Company Shares of Polishes: % Value 2019-2023
Table 54 LBN Brand Shares of Polishes: % Value 2020-2023
Table 55 Forecast Sales of Polishes by Category: Value 2023-2028
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
Surface Care in Serbia
Brand loyalty declines as consumers shift focus to affordability
Multi-purpose cleaners remain the largest product area in surface care
A focus on disinfectants and efficacy shapes consumer purchasing decisions
Private label continues to expand across the early forecast period
Competition between products drives innovation and promotions
No major changes in the competitive environment across the forecast period
Table 57 Sales of Surface Care by Category: Value 2018-2023
Table 58 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 61 NBO Company Shares of Surface Care: % Value 2019-2023
Table 62 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 63 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
Toilet Care in Serbia
Retail value growth driven by rising prices as retail volume sales struggle
Consumer attention shifts towards more sophisticated toilet care categories
Innovations focus on formula improvements and interesting scents
Retail volume sales recover; however, private label remains popular
Ecological sustainability to emerge as a major driver of demand in toilet care
Sales shift away from toilet liquids/foam and towards in-cistern products
Table 65 Sales of Toilet Care by Category: Value 2018-2023
Table 66 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 67 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 68 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 69 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028