Cotton Wool/Buds/Pads in Serbia

TRENDS

In 2014 cotton wool/buds pads manufacturers present in Serbia did not launch new products and also did not show much activity in terms of marketing support for their products. This can be explained by the fact that these products are not the most important types of products for these companies. In other words, the producers are much more focused on other categories which bring them higher profits and are trying to make the best out of them by investing in new launches, improving distribution and marketing support.

COMPETITIVE LANDSCAPE

Sisma, with its Cotoneve and Farmacotone brands, led cotton wool/buds/pads in 2014 with a retail value share of 36%. These brands are amongst the best distributed in the category and that is a massive advantage in this market segment. The second-ranked manufacturer in 2014 was Niva with a 24% retail value share, followed by Lomax with a 14% share, whilst all other producers accounted for no more than 5%.

PROSPECTS

Cotton wool/buds/pads will increase steadily over the forecast period thanks to the fact that consumers will use other products for the same purpose less and less. This is to say that still many Serbian consumers use primarily tissues products instead of cotton wool/buds/pads products, but this practice will slowly dwindle over the forecast period, boosting sales within the category.

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