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Alcoholic Drinks in
Serbia

Country Report

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Executive Summary

Jul 2019
Growth continues at a faster pace in 2018

Alcoholic drinks recorded a better performance in total volume terms in 2018 than in 2017, but also compared to the CAGR in the review period as a whole. This was primarily due to stronger growth rates within beer, as beer makes up most of Serbian alcoholic drinks in total volume terms.

Illicit trade in spirits and strong on-trade performance the major trends in 2018

There were two main trends that decisively influenced alcoholic drinks sales in 2018. The first was limited to spirits, especially rachiu/rakija.

Market remains highly concentrated, with beer producers dominating

The four leading producers in Serbian alcoholic drinks in 2018 were beer producers and they accounted for well over three quarters of the market’s total volume sales. This combined total volume share of the four leading beer producers did decline slightly in 2018, but that did not greatly affect the overall picture.

Strong growth for discounters, but lead still held by independent small grocers

In terms of off-trade distribution, the biggest gainer during 2018 was discounters. This was due to German player Lidl arriving in the country in 2018 and thus becoming only the second discounters chain in Serbia.

Stronger growth expected over the forecast period

Alcoholic drinks will record even higher total volume growth rates during the forecast period than in 2018. The growth rates will accelerate year-on-year, which will mostly be the consequence of expected improving general economic conditions in the country.

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Alcoholic Drinks in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks 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 Alcoholic Drinks industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Serbia for free:

The Alcoholic Drinks 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 Alcoholic Drinks in Serbia?
  • What are the major brands in Serbia?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

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 Alcoholic Drinks market research database.

Alcoholic Drinks in Serbia

EXECUTIVE SUMMARY

Growth continues at a faster pace in 2018
Illicit trade in spirits and strong on-trade performance the major trends in 2018
Market remains highly concentrated, with beer producers dominating
Strong growth for discounters, but lead still held by independent small grocers
Stronger growth expected over the forecast period

MARKET BACKGROUND

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

TAXATION AND DUTY LEVIES

Summary 1 Taxation Levies on Alcoholic Drinks 2018 (RSD)
Summary 2 Duty Levies on Alcoholic Drinks 2018 (RSD)

OPERATING ENVIRONMENT

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources

Beer in Serbia

HEADLINES

PROSPECTS

Lager continues dominating Serbian beer
Non-alcoholic beer records strong performance
Discounters seeing strong growth

COMPETITIVE LANDSCAPE

Reopened Niška Pivara records the highest total volume sales increase
Just one notable new launch
Private label lines remain fairly insignificant

CATEGORY BACKGROUND

Summary 4 Lager by Price Band 2018
Table 17 Number of Breweries 2013-2018

CATEGORY DATA

Beer in Serbia

HEADLINES

PROSPECTS

Lager continues dominating Serbian beer
Non-alcoholic beer records strong performance
Discounters seeing strong growth

COMPETITIVE LANDSCAPE

Reopened Niška Pivara records the highest total volume sales increase
Just one notable new launch
Private label lines remain fairly insignificant

CATEGORY BACKGROUND

Summary 5 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Cider/Perry in Serbia

HEADLINES

PROSPECTS

On-trade availability keeps improving
Consumer base still dominated by female buyers
Distribution modernises

COMPETITIVE LANDSCAPE

Carling and Strongbow brands about to disappear
One new launch recorded in 2018
No announcements that cider/perry private label lines will appear

CATEGORY DATA

Table 19 Sales of Cider/Perry: Total Volume 2013-2018
Table 20 Sales of Cider/Perry: Total Value 2013-2018
Table 21 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 22 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 23 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 28 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 30 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 31 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 32 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Rtds in Serbia

HEADLINES

PROSPECTS

Spirit-based RTDs records higher total volume growth than wine-based RTDs
Female consumers still the primary target group for RTDs
Availability of RTDs improves

COMPETITIVE LANDSCAPE

Vinoprodukt-Coka doo continues to dominate
No private label lines detected
Rubin AD launches a new brand

CATEGORY DATA

Table 34 Sales of RTDS by Category: Total Volume 2013-2018
Table 35 Sales of RTDS by Category: Total Value 2013-2018
Table 36 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 37 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 38 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 43 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 44 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 45 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 46 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 47 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in Serbia

HEADLINES

PROSPECTS

Dark rum sees the best performance, while saturated brandy keeps declining
Rachiu/rakija sees growth, but illegal trade seriously limits legal sales
Distribution leans towards modern grocery retailers

COMPETITIVE LANDSCAPE

Rubin AD modernises its brandy portfolio
Private label lines become even less significant
Prokupac Beograd ad sees the fastest growth among top 10 producers

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 58 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 59 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 60 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 61 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 62 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 63 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Serbia

HEADLINES

PROSPECTS

Low base and improving distribution benefit non-grape wine
Average unit price increases visibly
Still red wine loses share

COMPETITIVE LANDSCAPE

Several new products launched by domestic player Rubin AD
Products imported from Macedonia continue to dominate wine
No visible investments in private label wine lines

CATEGORY DATA

Table 64 Sales of Wine by Category: Total Volume 2013-2018
Table 65 Sales of Wine by Category: Total Value 2013-2018
Table 66 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 67 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 68 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 69 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 70 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 71 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 72 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 73 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 74 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 75 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023