Baby and Child-Specific Products in Serbia

PROSPECTS

Baby and child-specific sun care increases strongly

In the mass media, there has been an upsurge of reports about the harm that the sun’s UV radiation can do to human health. Serbian parents tend to be very protective in regard to their children and it is not at all surprising that baby and child-specific sun care benefited from this trend in 2017 and was the highest-growing category within baby and child-specific products.

Baby and child-specific products grow in popularity

Baby and child-specific skin care recorded a very positive performance in 2017. This category registered a relatively poor performance in the previous three years due to the economic crisis, but in 2017, as the effects of the crisis slowly faded, it bounced back and started growing strongly again.

Baby wipes remains by far the largest category in Serbian baby and child-specific products

The biggest category in Serbian baby and child-specific products in 2017 was baby wipes, which accounted for over half of overall value sales. Baby wipes, however, declined in volume sales terms in 2017 and that was a clear sign of saturation.

COMPETITIVE LANDSCAPE

Beiersdorf leads baby and child-specific products

German company Beiersdorf was the largest manufacturer within Serbian baby and child-specific products in 2017. The producer had more than double the value share of second-ranked Piramida 72 doo and it saw its value share grow in 2017.

Private label lines remain negligible

There were several lines of private label available within baby and child-specific products in 2017, but none of them has managed to earn significant value share. The most important private label products come from Lilly Drogerie doo and dm-Drogerie Markt doo as well as from the two largest grocery retailers, ie Delhaize Serbia doo and Mercator-Idea.

Very few new product launches are observed

There were almost no new launches seen in 2017 within baby and child-specific products. The only novelties came from the Kosili brand – Kosili Baby Bath 6 Herbal Extracts, Kosili Baby Shampoo 6 Herbal Extracts and Kosili Baby Cream.

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