Baby and Child-Specific Products in Serbia

PROSPECTS

Baby wipes becomes saturated

Only one category within baby and child-specific products recorded a current value decline in 2018 – baby wipes. This category is clearly becoming saturated, as many adults have been using these products for general purposes for several decades, and there is simply no room for strong further growth.

Baby and child-specific products become more popular

On the other hand, all other categories within baby and child-specific products recorded current value growth in 2018, thanks to the fact that these products saw their distribution improve, and more consumers started to purchase these products for their children for the first time. It is anticipated that baby and child-specific skin care will post very good results, and will remain the category with the strongest growth within baby and child-specific products in Serbia over the forecast period.

The average unit price follows the country’s inflation rate

The unit prices of baby and child-specific products increased only slowly in 2018. Growth closely followed the country’s inflation rate, or even fell slightly below it in some cases, meaning that at constant 2018 prices unit prices actually declined, although not significantly.

COMPETITIVE LANDSCAPE

Beiersdorf (Serbia) confirms its lead

The leading player in baby and child-specific products, Beiersdorf (Serbia), saw both its value sales and value share increase in 2018. This was thanks primarily to visible investments in marketing activities, and also due to a further improvement in distribution, which had already been good.

The category becomes more concentrated

The five leading producers held a high combined value share in 2018, meaning that the category is highly concentrated. The combined value share of the leading five players even increased slightly in 2018, suggesting that the concentration process is not yet over.

No private label lines manage to win notable value shares

Another indicator of just how loyal Serbian consumers are to their favourite brands in baby and child-specific products is the fact that no private label line had managed to claim a notable value share in the category by 2018. However, this is expected to change over the forecast period, as the popularity of private label in general is set to grow, but it is unlikely that private label lines will manage to account for a significant combined value share by the end of the forecast period.

Files are delivered directly into your account within a few minutes of purchase.