Tablets saw the highest retail value share in chocolate confectionery in Serbia in 2018. Countlines also had a fairly high value share, as did boxed assortments, whilst all other categories remained relatively insignificant.
Independent small grocers was by far the biggest channel for chocolate confectionery distribution in Serbia in 2018. Supermarkets, convenience stores and hypermarkets were also well positioned, but they all remained far behind the leading channel.
The premiumisation trend kept bypassing Serbian chocolate confectionery in 2018. Manufacturers increased prices of their products, but only at the level of the country’s inflation.
Mondelez International held the leading value share within Serbian chocolate confectionery in 2018. The producer lost minimal value share over the review period and kept its lead clear over the entire period.
The combined private label value share in chocolate confectionery was steadily increasing over the review period and the trend continued in 2018 as well. It is important to note that price was only one of the factors influencing this trend, not the only and most important one.
There were almost no new launches seen within chocolate confectionery in Serbia during the second half of 2017 and in 2018. The category leader introduced a couple of brand extensions to its Milka portfolio and Mars launched several limited-edition products, but there were no other notable launches.
Of the two categories within overall gum, bubble gum and chewing gum, the former saw a better performance as it recorded the higher retail value growth in 2018. However, bubble gum represents a small fraction of gum value sales, meaning that it was its low growth base that enabled it to post higher value growth compared to chewing gum.
As it is for many other categories, independent small grocers was amongst the leading channels for gum in 2018. However, independent small grocers was not the leading channel in 2018 – this place was reserved for supermarkets.
In 2018, gum continued to be mostly consumed by children and young adults in Serbia. Nevertheless, this age distribution was slowly changing over the review period and this trend continued to affect gum in Serbia in 2018 as well.
William Wrigley Jr Co continued to account for almost all sales of gum in Serbia in 2018. Apart from Wrigley’s brands Orbit, Airwaves and 5 Gum, there were only a number of small local brands available, with none of them claiming a significant value share in 2018.
The category leader has not been economising when it comes to marketing support for its gum brands. In fact, Orbit was one of the most advertised brands in general in Serbia.
There were no private label lines recorded in Serbian gum as of 2018. None of the retailers was prepared to take the risk and venture into such a concentrated category.
Standard mints and pastilles, gums, jellies and chews accounted for well over half of overall sugar confectionery retail value sales in 2018. The former was notably larger than the latter, but these two were largely unchallenged by other parts of sugar confectionery, with the exception of boiled sweets, which was the only other category in sugar confectionery with a notable value share in 2018.
Liquorice posted the highest value growth within overall sugar confectionery in Serbia during 2018. However, this occurred only thanks to its very low growth base; namely, liquorice accounted for only a small fraction of sugar confectionery value sales in 2018.
In 2018, the value share of pastilles within overall pastilles, gums, jellies and chews increased. This was the case throughout the review period as well, meaning that this is part of a wide and long-lasting trend.
The top four manufacturers in Serbian sugar confectionery accounted for a very high combined value share in 2018 – close to three quarters of overall value sales. This combined value share was higher in 2018 than it was in 2017 and higher still than it was at the beginning of the review period.
International sugar confectionery brands are not very popular amongst Serbian consumers. Although they are relatively popular amongst certain consumer groups, they have visibly lower value shares compared to the most popular domestic brands.
There were several private label lines available within Serbian sugar confectionery in 2018, but none of them managed to claim a significant value share. The most notable private label lines – Premia and 365 – come from Delhaize Serbia.
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This industry report originates from Passport, our Packaged Food market research database.