Dishwashing in Serbia

PROSPECTS

Hand dishwashing strongly declines, while automatic dishwashing stagnates

2018 saw hand dishwashing register negative retail sales growth in a continuation of a trend that was visible for most of the review period. The category can already be seen as highly saturated and this is the main influence on downwards movements in sales.

Traditional grocery retailers continue losing distribution value share in dishwashing

Traditional grocery retailers lost value share in sales of dishwashing during 2018. This was a part of the wider modernisation trend behind the growing share of modern grocery retailers.

Notable shift in shares of hand and automatic dishwashing over the review period

The value share of automatic dishwashing within dishwashing overall doubled over the course of the review period. This represents a significant shift in consumer demand and this is mostly being fuelled by the increasing number of Serbian households that own a dishwasher.

COMPETITIVE LANDSCAPE

No new product launches seen in dishwashing in 2018

There were no notable new products launched within dishwashing in 2018. This can be seen as a reaction to the category’s generally poor performance.

The importance of private label continues to increase

The combined value share of the most important private label lines within dishwashing surpassed the 10% mark in 2018, making dishwashing one of the home care categories with the highest proportion of sales accounted for by private label. The highest ranked private label players in 2018 were Mercator - S and Delhaize, although Univerexport, dm-Drogerie Markt and Dis were not that far behind them.

Most players in dishwashing record negative value growth due overall sales declines

Almost all of the manufacturers present in dishwashing, and certainly all of the category leaders, recorded negative value growth over the course of 2018. This was mostly influenced by the poor performance of dishwashing in the country, although the growing popularity of private label also played a role.

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