Fragrances in Serbia

PROSPECTS

Mass unisex fragrances and mass women’s fragrances see the highest growth

In 2018, mass unisex fragrances and mass women’s fragrances recorded the highest current value growth rates within overall fragrances in Serbia. This was influenced by the somewhat improved general economic conditions, leading to an increasing number of consumers willing and able to spend extra on these products instead of opting for cheaper deodorants.

The value share of women’s fragrances increases

The combined value share of mass women’s fragrances and premium women’s fragrances stood close to two thirds of overall sales of fragrances in 2018. Moreover, this share increased by three percentage points during the review period.

Direct sellers lose share

Direct sellers lost considerable value share in fragrances towards the end of the review period, which continued in 2018. This was mainly because there are not many direct sellers present in Serbia; in fact, there are only two with notable value shares in fragrances – Avon Cosmetics and Oriflame Kozmetika – and the latter saw its value share drop massively over the review period.

COMPETITIVE LANDSCAPE

Celebrity fragrances are still amongst the most popular

Serbian consumers obviously have a weak spot for celebrity fragrances, as these brands are amongst the best-ranked within fragrances. Some of the most popular brands are Carolina Herrera, Shakira, Nina Ricci, Hugo Boss and Antonio Banderas.

The competition intensifies

Despite the fact that most of the leading producers saw value growth in 2018, fragrances in Serbia remained fairly fragmented, with many small players claiming very small shares of sales. The combined value share of these very small producers (“others”) increased in 2018.

No private label lines are available

Unsurprisingly, there are no private label lines available within fragrances in Serbia. No retail chain had decided to venture into this category as of 2018, and the main reason for this was the high level of brand identification amongst consumers, especially women, who are of course the main target consumer group for fragrances in the country.

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