Beer in Serbia

PROSPECTS

Lager continues dominating Serbian beer

Lager accounted for a huge total volume share within Serbian beer in 2018, with all other product types that fall under beer holding almost negligible total volume share. The share of lager did decline in 2018 compared to 2017, and also decreased throughout the review period as a whole, but this did not greatly change the overall picture.

Non-alcoholic beer records strong performance

Non-alcoholic beer recorded the fastest total volume growth in 2018. Although this was in part due to it growing from a low base, another factor also influenced this strong growth – the launch of Heineken 0.

Discounters seeing strong growth

Discounters posted the highest total volume share growth among off-trade distribution channels within Serbian beer in 2018. This was due to Lidl entering the market and opening only the second discounters chain in the country during 2018.

COMPETITIVE LANDSCAPE

Reopened Niška Pivara records the highest total volume sales increase

Niška Pivara was reopened back in 2016 and it was again the producer with the highest increase in total volume sales in 2018. It recorded a very strong growth rate in 2018, while all other manufacturers only saw single-digit percentage total volume growth rates during the year.

Just one notable new launch

There was only one significant new launch observed within Serbian beer during 2018. Namely, in February 2018 Heineken launched its Heineken 0.

Private label lines remain fairly insignificant

Besides being conservative in terms of beer type they are drinking, Serbian consumers also proved to be quite conservative when it comes to their favourite brands and the competitiveness of private label beer lines. This is why private label lines held a very limited total volume share within Serbian beer in 2018.

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