Alcoholic Drinks in Serbia

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Serbia report includes:

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

This report answers:

  • What is the market size of Alcoholic Drinks in Serbia?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Serbia?
  • How are products distributed in Serbia?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Serbia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 1 Research Sources

Beer in Serbia

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures and reduced purchasing power have a negative impact on beer sales in 2020
Apatinska Pivara reinforces its image as a socially responsible company with donations to help health workers and COVID-19 measures to protect its employees
With COVID-19 halting on-trade distribution, craft brewers turn to e-commerce in 2020

RECOVERY AND OPPORTUNITIES

Recovery of total volume sales expected in 2021 as on-trade establishments reopen
Sales of beer through e-commerce are likely to grow slowly in the forecast period
Private label expected to grow as it gains increasing popularity and trust among cost-conscious consumers

CATEGORY BACKGROUND

Summary 2 Lager by Price Band 2020 Table 18 Number of Breweries 2015-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Serbia

KEY DATA FINDINGS

2020 IMPACT

Constrained spending power due to COVID-19 causes wine consumers to trade down to cheaper options
Long closure of on-trade outlets in 2020 has a strongly negative effect on wine sales
E-commerce wines sales grow the most strongly as consumers increasingly prefer to avoid stores and retailers improve their delivery logistics

RECOVERY AND OPPORTUNITIES

Normalisation of on-trade sales will be gradual due to consumers’ reduced purchasing power and hesitancy about returning to bars and restaurants
Greater health awareness and wider distribution will support the leading growth of non-grape wine
Sales expected to continue shifting towards modern grocery retailers due to the ongoing retailing modernisation trend in Serbia

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020 Table 35 Sales of Wine by Category: Total Value 2015-2020 Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 42 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 43 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 44 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 45 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Serbia

KEY DATA FINDINGS

2020 IMPACT

Closures of foodservice establishments have a severe impact on sales of spirits
Increased at-home consumption accelerates growth in off-trade volume sales of spirits
Economic concerns arising from the pandemic cause consumers to trade down to cheaper brands.

RECOVERY AND OPPORTUNITIES

Strong growth rates in 2021 and 2022 will restore total volume sales of spirits to pre-pandemic levels
Mature brandy set to decline further while higher-priced spirits such as tequila will perform best
Players are likely to resume new product developments and marketing activities in the forecast period

CATEGORY DATA

Table 46 Sales of Spirits by Category: Total Volume 2015-2020 Table 47 Sales of Spirits by Category: Total Value 2015-2020 Table 48 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 49 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 50 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 51 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 52 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 53 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 54 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 55 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 56 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 57 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 58 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 59 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 60 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Serbia

KEY DATA FINDINGS

2020 IMPACT

Steep decline in on-trade volume sales has little impact on overall sales of cider/perry as most sales are off-trade
Increased migration to e-commerce observed in 2020
Dominant Carlsberg and its challenger Coca-Cola maintain promotional activities during the pandemic

RECOVERY AND OPPORTUNITIES

Reopening of foodservice will enable on-trade cider/perry sales to recover in the forecast period
Off-trade volume sales of cider/perry to maintain steady growth as modern retail expands and consumers’ awareness increases
New launches and marketing expected to feature more heavily as Coca-Cola challenges Carlsberg

CATEGORY DATA

Table 61 Sales of Cider/Perry: Total Volume 2015-2020 Table 62 Sales of Cider/Perry: Total Value 2015-2020 Table 63 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 64 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 66 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 68 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 69 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 70 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 71 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 72 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 73 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 74 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 75 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Serbia

KEY DATA FINDINGS

2020 IMPACT

On-trade volume sales of RTDs are hit severely by foodservice closures in 2020
The total average unit price of RTDs decreases due to the lowering share of on-trade sales in 2020
Rubin AD launches new product in spirit-based RTDs

RECOVERY AND OPPORTUNITIES

Total volume sales of RTDs expected to bounce back in 2021 with the reopening of foodservice and the increasing availability of the products in retail
New product developments and marketing activities likely to increase
E-commerce set to benefit amid the retailing modernisation trend in Serbia

CATEGORY DATA

Table 76 Sales of RTDs by Category: Total Volume 2015-2020 Table 77 Sales of RTDs by Category: Total Value 2015-2020 Table 78 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 79 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 80 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 81 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 82 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 83 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 84 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 85 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 86 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 87 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 88 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 89 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 90 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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