Executive Summary

Jul 2018
Prospects
Tablets remains the most important area of Serbian chocolate confectionery

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 dominates distribution, but is rapidly losing share

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.

Average unit price of chocolate confectionery increases in current terms, stagnates in constant terms

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.

Competitive Landscape
Mondelez International leads the category

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.

Private label increases in popularity

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.

No significant new launches recorded

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.

Prospects
Bubble gum performs better than chewing gum

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.

Modern retailing outlet types increase in popularity

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.

Children and young adults remain the most important target consumer groups, but this is slowly changing

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.

Competitive Landscape
Wrigley’s domination of gum continues

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.

Heavy marketing support for Wrigley’s brands

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.

No private label lines as of 2018

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.

Prospects
Standard mints and pastilles, gums, jellies and chews dominate overall sugar confectionery

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 records the highest value growth 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.

Share of pastilles increases within pastilles, gums, jellies and chews

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.

Competitive Landscape
Four leading manufacturers together hold a substantial and increasing value share

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.

Domestic manufacturers and brands dominate sugar confectionery

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.

Private label share remains low

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.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Confectionery in Serbia

Samples FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Serbia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Serbia?
  • What are the major brands in Serbia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Chocolate Confectionery

Gum

Sugar Confectionery

Packaged Food in Serbia - Industry Overview

EXECUTIVE SUMMARY

Convenience trend and health and wellness visibly influence packaged food in 2018
Healthy growth of packaged food recorded in 2018, in line with the review period
Most leading producers see their value share increase in 2018
Modern grocery retailers keep growing at the expense of traditional grocery retailers
Continued growth expected over the forecast period

FOODSERVICE

Sales to Foodservice
Foodservice continues to grow in 2018
No major changes in the competitive landscape
Similar growth expected for the forecast period
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources