Consumer Lifestyles in Serbia

Consumer Lifestyle

About This Report

Aug 2014

Serbian consumers have become very cautious in regard to spending money, due to the on going economic crisis in the country, which has negatively affected the purchasing power of the population since 2008. The prices of products and services are the decisive factor when it comes to maintaining or changing existing spending habits, although consumers manage to find a way to indulge themselves occasionally, despite their financial constraints.

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Consumer Lifestyles in Serbia

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TOP FIVE CONSUMER TRENDS

Internet usage widespread among Serbian households
Decrease in spending on some foods and beverages
Serbs remain faithful to cash and cheques
Despite the crisis, consumers continue to spend on travel and holidays
Mobile phones take top spot in both short and long-distance communication

CONSUMER SEGMENTATION

Babies and Infants
More parents into exchanging baby supplies
Big celebration of child’s first birthday becomes popular
Kids
Parents are employing childcare professionals
Tweenagers
Fast food remains affordable as crisis hits parents’ pockets
Widespread usage of mobile phones
Teens
Teens do not use computers and mobile phones for educational purposes
Teen population travels more often
Teens use the internet as the main source of information
Young Adults
19-year-olds are spending a fortune on prom night
Living on their parents’ money
Middle Youth
Internet for socialising and online shopping
Men use credit cards more than women
Mid-lifers
More men into plastic surgery and cosmetic treatments
Late-lifers
More retirees using bank loans
Despite low pensions, retirees travel often
Chart 1 Population Aged 15-64 Compared with Old-Age Dependency Ratio 2000-2020
Table 1 Consumer Segmentation and Population Data 2000, 2005, 2011, 2012, 2013, 2016

HOUSING AND HOUSEHOLDS

Home Ownership
Running Costs
Air conditioning turns into heating equipment
Property prices hit rock bottom
Chart 2 Number of Households by Disposable Income Bracket 2005, 2010, 2016
Table 2 Housing and Households Data 2000, 2005, 2011, 2012, 2013, 2016

MONEY AND SAVINGS

Attitudes toward Payment Methods
Savings
Loans and Mortgages
Cash and refinancing loans (credits) become the most attractive type
M-banking gains ground
Chart 3 Consumer Lending Compared with Savings and Savings Ratio 2000-2016
Table 3 Money and Savings Data 2000, 2005, 2011, 2012, 2013, 2016

EATING AND DRINKING

Eating Habits
Drinking Habits
Beer and “unucici” ranked number one in popularity
Sweets being sold at the market
Chart 4 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Food and Alcoholic Drinks 2000-2016
Table 4 Eating and Drinking Data 2000, 2005, 2011, 2012, 2013, 2016

GROOMING AND FASHION

Perceptions of Beauty
Female Grooming
Male Grooming
Fashion Trends
Plastic surgery booming
More men undergoing beauty treatments
Chart 5 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Clothing, Footwear and Personal Care 2000-2016
Table 5 Grooming and Fashion Data 2000, 2005, 2011, 2012, 2013, 2016

HEALTH AND WELLNESS

Attitudes to Health and Well-being
Obesity
Attitudes to Smoking
Patients are choosing private healthcare more often
E-cigarettes become the first choice of more and more smokers
Chart 6 Real Growth in Public and Private Expenditure on Health Compared with Healthy Life Expectancy at Birth 2000-2013
Table 6 Health and Wellness Data 2000, 2005, 2011, 2012, 2013, 2016

SHOPPING HABITS

Main Households Shop
Shopping for Big-ticket Items
Personal Shopping
Shopping Online
Home appliances: minor damage, lower price
More consumers shopping for groceries online
Table 7 Shopping Data 2000, 2005, 2011, 2012, 2013, 2016

LEISURE AND RECREATION

Staying in
Going out
Sport and Fitness
Holidays
Public Holidays, Celebrations and Gift-giving
Shopping tourism like in “the good old days”
Valentine’s Day fever
Chart 7 Percentage of Households in Possession of Cable TV; Satellite TV System; Internet Enabled Computer; Mobile Telephone; 2000-2016
Table 8 Leisure and Recreation Data 2000, 2005, 2011, 2012, 2013, 2016

GETTING AROUND

Private Transport
Public Transport
Commuting
Air Travel
Used cars in higher demand compared with new models
Plane tickets being bought on the internet
Chart 8 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Transport Services and Purchase of Cars, Motorcycles and other Vehicles 2000-2016
Table 9 Transport Data: 2000, 2005, 2011, 2012, 2013, 2016