Select Country Report
2026 Developments
Dairy products and alternatives in Serbia is set to maintain positive momentum in 2026, posting retail value sales of RSD167 billion, outpacing some neighbouring Eastern European countries where volatility or stagnation persists. The environment remains attractive, with Serbia’s performance driven by robust demand for functional and wellness-orientated innovation, affordability through discounter and supermarket channels, as well as the continued dominance of traditional dairy, which alone contributes RSD158 billion. Growth, while slower than earlier in the decade, is underpinned by consumer priorities shifting toward lower fat, higher protein and fortified options, alongside a retail landscape rapidly adapting to price sensitivity and busy lifestyles. For brands to succeed, strategies must centre on delivering health benefits, convenience and value, while leveraging private-label expansion, packaging innovation and digital fulfilment to reach both established and emerging consumers. Companies that invest in these levers, while differentiating on quality, sustainable sourcing and relevant brand messaging, are best placed to capture opportunities in a market defined by demographic change and evolving purchasing habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Dairy Products and Alternatives industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dairy Products and Alternatives in Serbia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dairy Products and Alternatives in Serbia?
- Which are the leading brands in Dairy Products and Alternatives in Serbia?
- How are products distributed in Dairy Products and Alternatives in Serbia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Dairy Products and Alternatives?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Serbia?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Dairy Products and Alternatives in Serbia
2026 Developments
Key Data Insights
Health-Conscious Consumers Drive Increase in Dairy Sales
Chart 1 Mlekara Introduces Zero-Fat Cheese
Convenient Yoghurt Formats Appeal to Busy Shoppers
Chart 2 Value Sales 2021-2031
Chart 3 Value Sales by Category 2026
Private Label Set to Capture More Value-Focused Shoppers
Chart 4 Yotogo Launches Convenient Yoghurt for On-The-Go Consumption
Functional Innovation Drives Consumer Loyalty
Smaller Packs and Portable Formats Reshape Consumption Habits
Chart 5 Forecast Value Sales 2021-2031
Chart 6 Forecast Value Sales by Category 2026-2031
Imlek Leverages Scale and Branding to Sustain Leadership
Fabrika Decje Hrane Capitalises on Pouch Innovation and Eco-Packaging
Chart 7 Company Shares 2026
Chart 8 Brand Shares 2026
Desire for Affordability Boosts the Popularity of Discounters
Retail E-Commerce Attracts Shoppers with Convenience and Flexibility
Chart 9 Retail Channels 2021-2026
Chart 10 Economic Context for Dairy Products and Alternatives
Chart 11 Real Gdp Growth 2021-2031
Chart 12 Inflation 2021-2031
Chart 13 Consumer Context for Dairy Products and Alternatives
Chart 14 Population 2021-2031
Chart 15 Population by Generation 2026
Chart 16 Consumer Expenditure 2021-2031
Baby Food in Serbia
Key Data Insights
Baby Food Summary
Baby Food Shows Steady Growth Despite Falling Birth Rate
Chart 17 Rising Demand for Premium Baby Milk Formula
Sales in Milk Formula Boost Value Growth
Gerber Responds to On-The-Go Needs with Pouch Innovation
Chart 18 Value Sales 2021-2031
Chart 19 Value Sales by Category 2026
Sales in Baby Food Set to Grow Despite Demographic Headwinds
Chart 20 Parents Prefer Natural Ingredients and Clean Labels
Private Label and Pouch Formats Set to Reshape Parent Choices
Chart 21 Forecast Value Sales 2021-2031
Chart 22 Forecast Value Sales by Category 2026-2031
Brands Leverage Convenience to Accelerate Share Gains
Established Brands Defend Share through Trust and Quality
Chart 23 Company Shares 2026
Chart 24 Brand Shares 2026
Supermarkets Lead, While Discounters and Convenience Stores Gain Ground
Online Platforms Partner with Retailers to Boost Accessibility
Chart 25 Retail Channels 2021-2026
Chart 26 Economic Context for Baby Food
Chart 27 Real Gdp Growth 2021-2031
Chart 28 Inflation 2021-2031
Chart 29 Consumer Context for Baby Food
Chart 30 Population 2021-2031
Chart 31 Population by Generation 2026
Chart 32 Consumer Expenditure 2021-2031
Butter and Spreads in Serbia
Key Data Insights
Butter and Spreads Summary
Pace of Butter Sales Slow Down in a Cautious Environment
Chart 33 Imlek Launches Spreadable Butter
Private Label Leverages Price Sensitivity to Challenge Established Brands
Chart 34 Value Sales 2021-2031
Chart 35 Value Sales by Category 2026
Modest Growth Forecast for the Next Five Years
Manufacturers Target Health and Wellness to Sustain Demand
Chart 36 Forecast Value Sales 2021-2031
Chart 37 Forecast Value Sales by Category 2026-2031
Dijamant Defends Margarine Lead as Private Label Surges in Butter
Established Brands Focus on Quality and Consumer Trust
Chart 38 Company Shares 2026
Chart 39 Brand Shares 2026
Discounters Accelerate Growth as Shoppers Pursue Lower Prices
Online Platforms Attract Urban Shoppers Seeking Convenience and Value
Chart 40 Retail Channels 2021-2026
Chart 41 Economic Context for Butter and Spreads
Chart 42 Real Gdp Growth 2021-2031
Chart 43 Inflation 2021-2031
Chart 44 Consumer Context for Butter and Spreads
Chart 45 Population 2021-2031
Chart 46 Population by Generation 2026
Chart 47 Consumer Expenditure 2021-2031
Cheese in Serbia
Key Data Insights
Cheese Summary
Wellness Trend Boosts Cheese Sales
Chart 48 Mlekara Launches Low-Fat Cheese
Brands Focus on Convenience to Appeal to Busy Consumers
Chart 49 Value Sales 2021-2031
Chart 50 Value Sales by Category 2026
Affordable Cheese Sales Set to Grow as Private Label Expands
Chart 51 Arla Expands Assortment of Resealable Sliced Cheese
Manufacturers Innovate with Wellness-Focused Cheese
Shrinking Population and Stable Gdp Shape Long-Term Cheese Demand
Chart 52 Forecast Value Sales 2021-2031
Chart 53 Forecast Value Sales by Category 2026-2031
Mlekara Intensifies Wellness Focus as Rivals Gain Ground
Private Label and Regional Brands Increase Competitive Pressure
Chart 54 Company Shares 2026
Chart 55 Brand Shares 2026
Discounters Drive Cheese Accessibility with Aggressive Pricing
Quick-Commerce Platforms Fuel Impulse Cheese Shopping
Chart 56 Retail Channels 2021-2026
Chart 57 Economic Context for Cheese
Chart 58 Real Gdp Growth 2021-2031
Chart 59 Inflation 2021-2031
Chart 60 Consumer Context for Cheese
Chart 61 Population 2021-2031
Chart 62 Population by Generation 2026
Chart 63 Consumer Expenditure 2021-2031
Drinking Milk Products in Serbia
Key Data Insights
Drinking Milk Products Summary
Demand for Everyday Wellness Boosts Milk Sales
Brands Leverage Fortification to Drive Premiumisation
Chart 64 Imlek Expands Its Assortment of Healthier Milk
Chart 65 Value Sales 2021-2031
Chart 66 Value Sales by Category 2026
Private-Label Expansion to Reshape Value Dynamics as Price Sensitivity Rises
Chart 67 Growing Demand for On-The-Go Dairy Products
Functional Blends Capture Health-Focused Demand
Flavoured Milk Innovation Attracts Young Shoppers with Playful Formats
Chart 68 Forecast Value Sales 2021-2031
Chart 69 Forecast Value Sales by Category 2026-2031
Imlek Attracts Consumers with Brand Strength and New Launches
Premiumisation and Convenience Support Category Development
Chart 70 Company Shares 2026
Chart 71 Brand Shares 2026
Discounters Boost Milk Sales by Targeting Value-Driven Shoppers
E-Commerce Accelerates as Convenience and Delivery Drive Adoption
Chart 72 Retail Channels 2021-2026
Chart 73 Economic Context for Drinking Milk Products
Chart 74 Real Gdp Growth 2021-2031
Chart 75 Inflation 2021-2031
Chart 76 Consumer Context for Drinking Milk Products
Chart 77 Population 2021-2031
Chart 78 Population by Generation 2026
Chart 79 Consumer Expenditure 2021-2031
Yoghurt and Sour Milk Products in Serbia
Key Data Insights
Yoghurt and Sour Milk Products Summary
Value Sales Show Resilience in the Face of Price Pressures
Chart 80 Yotogo Launches a Yoghurt Cereal Snack in a Convenient Format
Strong Growth Seen in Sour Milk Products
Chart 81 Value Sales 2021-2031
Chart 82 Value Sales by Category 2026
Brands Expand Affordable Yoghurt Ranges to Boost Household Access
Chart 83 Imlek Introduces Grekos High-Protein Yoghurt
Producers Respond to Demand for Functional Indulgence and Convenience
Chart 84 Forecast Value Sales 2021-2031
Chart 85 Forecast Value Sales by Category 2026-2031
Biggest Players Leverage Brand Investment to Sustain Their Leadership
Strong Consumer Recognition Supports Imlek's Top Position
Chart 86 Company Shares 2026
Chart 87 Brand Shares 2026
Discounters Accelerate Growth by Targeting Price-Focused Shoppers
E-Commerce Captures New Demand as Online Habits Evolve
Chart 88 Retail Channels 2021-2026
Chart 89 Economic Context for Yoghurt and Sour Milk Products
Chart 90 Real Gdp Growth 2021-2031
Chart 91 Inflation 2021-2031
Chart 92 Consumer Context for Yoghurt and Sour Milk Products
Chart 93 Population 2021-2031
Chart 94 Population by Generation 2026
Chart 95 Consumer Expenditure 2021-2031
Other Dairy in Serbia
Key Data Insights
Other Dairy Summary
Retail Sales Improve Due to Health-Driven Demand
Chart 96 Protein Desserts Gain Traction among Health-Conscious Consumers
New Formats Attract Consumers Seeking Convenience and Variety
Chart 97 Value Sales 2021-2031
Chart 98 Value Sales by Category 2026
Private Label Expands Affordable Cream as Shoppers Downsize Packs
Chart 99 Squeeze-Format Desserts Grow in Popularity among Children
Convenience Formats Accelerate Value Gains
Functional Innovation and Affordability Reshape Future Competition
Chart 100 Forecast Value Sales 2021-2031
Chart 101 Forecast Value Sales by Category 2026-2031
Ferrero Spa Strengthens Its Position as the Leading Player
Private Label Continues to Reshape Competition
Chart 102 Company Shares 2026
Chart 103 Brand Shares 2026
Discounters Capture Value as Shoppers Prioritise Affordability
Online Platforms Accelerate as Urban Shoppers Seek Convenience
Chart 104 Retail Channels 2021-2026
Chart 105 Economic Context for Other Dairy
Chart 106 Real Gdp Growth 2021-2031
Chart 107 Inflation 2021-2031
Chart 108 Consumer Context for Other Dairy
Chart 109 Population 2021-2031
Chart 110 Population by Generation 2026
Chart 111 Consumer Expenditure 2021-2031
Plant-Based Dairy in Serbia
Key Data Insights
Plant-Based Dairy Summary
Stable Value Growth, Despite a Dip in Value
Chart 112 Alpro Has Decreased the Prices of Plant-Based Milk
Rising Competition Drives Pricing Down and Boosts Off-Season Demand
Chart 113 Value Sales 2021-2031
Chart 114 Value Sales by Category 2026
Discount-Driven Producers Expand Choices and Broaden Appeal
Affordability and Everyday Wellness to Promote Future Growth
Chart 115 Forecast Value Sales 2021-2031
Chart 116 Forecast Value Sales by Category 2026-2031
Alpro Extends Lead through Innovation
Oaza Accelerates with Local Appeal
Chart 117 Company Shares 2026
Chart 118 Brand Shares 2026
Discounters Gain Ground as Shoppers Seek Value and Convenience
E-Commerce Attracts Urban Shoppers with Convenience and Variety
Chart 119 Retail Channels 2021-2026
Chart 120 Economic Context for Plant-Based Dairy
Chart 121 Real Gdp Growth 2021-2031
Chart 122 Inflation 2021-2031
Chart 123 Consumer Context for Plant-Based Dairy
Chart 124 Population 2021-2031
Chart 125 Population by Generation 2026
Chart 126 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Dairy Products and Alternatives
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- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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- Butter
- Cooking Fats
- Margarine and Spreads
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- Spreadable Cheese
- Processed Cheese excl Spreadable
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- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Sour Milk Products
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- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
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- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
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- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
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- Cream
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- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
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- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
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This report originates from Passport, our Dairy Products and Alternatives research and analysis database.
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