While soft cheese saw the fastest retail value sales growth in 2017, “other” processed cheese accelerated to register the strongest increase in 2018. This was mainly due to the improved distribution of Mlekoprodukt’s Biser Tofi and Biser Tufi brands, as well as the growing popularity of Delhaize Serbia’s Premia private label line.
Benefiting from high awareness and traditional consumption, as well as higher unit prices, hard cheese continued to lead retail value sales in 2018. However, Serbian consumers have become less conservative in terms of taste and preference, and hard cheese has ceded some retail value share to soft cheese and processed cheese.
Packaged hard cheese is much more popular than unpackaged hard cheese in Serbia. This is partly because of the wider offer of packaged hard cheese in retail stores.
Cheese in Serbia was almost dormant in terms of new product development in 2017 and 2018, when almost no notable releases were observed. The only significant new launch came in July 2018, when Imlek introduced Balans+Sir.
Private label holds a high share of retail value sales in cheese, compared with other dairy categories. Two private label retailers Delhaize Serbia and Mercator - S accounted for significant, and growing, retail value shares over the review period.
The growing popularity of private label in cheese supported Delhaize Serbia, which registered the fastest retail value sales growth in 2018. The other significant private label retailer, Mercator - S, also recorded a strong increase in retail value sales.
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This industry report originates from Passport, our Packaged Food market research database.