Thanks to the growing popularity of convenient products and the improved offer of these products, 2-in-1 products recorded the fastest current value growth within overall hair care in 2018. The category also saw a good performance over the entire review period, and the 2018 performance was a continuation of that positive trend.
The largest distribution channel in hair care in 2018 was drugstores/parapharmacies; this thanks to the very wide outlet networks of the two large chains that fall into this channel – dm and Lilly. However, the fastest growing channel was discounters, and this was because Lidl opened its first outlets in Serbia during 2018.
Products that contain micellar water have been present in skin care in Serbia for several years, and in bath and shower for at least two years, but in 2018 the first hair care products with such a claim appeared. In September 2018 Beiersdorf (Serbia) launched micellar water products under the Nivea brand in three varieties: Nivea Moisturizing, Nivea Purifying and Nivea Comforting.
Avon Cosmetics and Oriflame Kozmetika saw their value sales decline notably during 2018. This was a consequence of changes in their strategies, which included a focus on other categories and on premium products.
The combined value share of private label in hair care increased throughout the review period, and this trend continued in 2018. The most prominent retailers which offer hair products in Serbia are Delhaize Serbia, dm-Drogerie Markt, Mercator - S and Univerexport.
Apart from the already mentioned innovation in the form of micellar shampoos by Beiersdorf (Serbia), there were not many other new product launches seen within hair care in 2018. The same producer introduced dry shampoo line Nivea Fresh Revive in July 2018, whilst at the same time Sarantis launched Wash & Go 100% Beauty, also within standard shampoos.
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This industry report originates from Passport, our Beauty and Personal Care market research database.