Bath and shower was the one part of beauty and personal care in Serbia that was affected in the most positive way by COVID-19 in 2020. In contrast to the decline suffered by most other beauty and personal care categories in 2020, bath and shower achieved double-digit growth because demand for liquid soap, including hand sanitisers, and bar soap surged in the year.
In 2020, companies present in Serbian bath and shower were active in terms of donations and other means of helping the official authorities in the fight against COVID-19, since this promised to improve their reputation as socially responsible businesses. Among the many companies that supported relief action to ensure that those most in need received necessary supplies, leading player Henkel Srbija doo donated 185 tonnes of its products to the Red Cross to provide assistance to elderly people in the Serbian capital, Belgrade, who were in their homes for the duration of quarantine.
Sales of bath and shower products in Serbia remained predominantly store-based in 2020, mainly through supermarkets, hypermarkets and drugstores/parapharmacies. While still small in comparison with store-based retailing channels, e-commerce posted a large increase in its value share in 2020 and the highest increase in sales among all channels in bath and shower.
Following a spike in sales in 2020, bath and shower will experience overall decline in Serbia in 2021, driven by normalisation in bar soap and liquid soap, including hand sanitisers, as sales revert to slightly above pre-COVID-19 levels. Demand for liquid soap and bar soap products will naturally see a strong decline in 2021 once the pandemic is at an end and consumers return to their usual habits.
The value share of private label lines within bath and shower saw a much stronger increase in 2020 compared to previous years of the review period thanks to the economic impact of COVID-19. Some people were switching to cheaper options in order to save money, or to buy more in the case of highly demanded bar or liquid soap.
Despite the dominance of modern retail for bath and shower products in Serbia, e-commerce is not expected to decline in 2021 or in any other year during the forecast period. Instead, it will keep growing, but at lower rates than in 2020, when it received a major boost due to COVID-19.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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