Serbia

Rising price points led to double-digit value growth in 2023, while growing prices encouraged some consumers to purchase less and shift to private label goods. In addition, branded players focused on deals and discounts to retain sales. Despite these…

As COVID-19 fears subsided in 2022 there was a strong desire among many Serbian consumers to start socialising again with this helping to stimulate on-trade volume growth with sales fully recovering after the significant decline seen during 2020.…

In 2023, analgesics is set to see strong growth supported by rising prices in the context of generally high rates of inflation. After strong growth in 2020 due to stockpiling and decline in 2021, the category returned to growth in 2022 and has…

Away-from-home tissue and hygiene in Serbia has been supported by the return to pre-pandemic lifestyles, which has boosted tissue sales. Horeca is the most important channel for away-from-home tissue in Serbia and the recovery of this channel in 2023…

In Serbia, baby and child-specific products witnessed a steadfast allegiance among consumers in 2023, underpinned by a robust brand loyalty ethos. Rather than flitting between various brands or succumbing to the allure of cheaper alternatives,…

Baby food is witnessing robust growth in retail volume and current value terms as consumers return to their pre-pandemic lifestyles. Parents are spending less time at home and therefore have more limited time for cooking children’s meals. At the same…

Inflation continues to be high in 2023 and as such though baked goods is expected to register current value growth, both constant value and volume sales are expected to fall marginally. This fall in volume sales is also due to a declining population.…

Bath and shower in Serbia experienced robust growth in 2023, propelled by a significant surge in retail value sales attributed to high price growth. This inflationary trend notably impacted shower gels, where consumers encountered a plethora of…

In 2023, beauty and personal care in Serbia witnessed a notable shift driven by inflationary pressures, leading to price increases across all product areas. While value sales experienced growth primarily due to these price hikes, volume sales saw a…

Serbians returned to the on-trade in greater numbers in 2022 as COVID-19 fears subsided and restrictions were lifted with this continuing to drive volume sales of beer. Lager remains by far the most popular beer in Serbia, although smaller beer…

The Belgrade in Serbia report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The bleach landscape in Serbia is small, with a few products available in retail, which is decreasing each year. Demand for bleach remained under pressure in Serbia in 2023 as consumers continued to abandon the category in favour of more…

Bottled water in Serbia experienced a volume sales recovery in 2023, driven by the return to pre-pandemic lifestyles, with consumers embracing on-the-go water consumption. Functional bottled water witnessed the fastest volume sales growth, attributed…

In spite of continuing high inflation, breakfast cereal is expected to register healthy constant value and volume growth. With consumers leading increasingly busy lives, they appreciate the convenience of breakfast cereal. Breakfast cereal is also a…

This report assesses the business environment in Serbia, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and…

In 2023, butter and spreads continue to register strong current value growth, but minimal volume growth. High inflation, amid the ongoing war in Ukraine, is dampening retail volume sales. The slight volume growth is driven mainly by butter, which is…

As prices rise and disposable incomes decline, Serbians are reassessing their daily purchases, notably reducing consumption of non-essential items like carbonated beverages. Health-conscious consumers are shifting towards healthier alternatives and…

The local cheese industry is facing challenges in 2023, as imported products are favoured by retailers. In February 2023, the Serbian government introduced an import duty of 30 dinars per kilogram of cheese to protect domestic production from the…

Retail volume sales of chocolate confectionery continued to see positive growth in 2023, supported by the return of Serbians to their busy, pre-pandemic lifestyles, including increased opportunities for on-the-go and impulse consumption. Despite…

Cider/perry in Serbia continued to see strong and stable volume growth in total volume terms in 2022, although growth continued to come from a small consumer base. The on-trade channel witnessed stronger volume and value growth although this was…