Executive Summary

Jun 2019
PROSPECTS
2-in-1 products records the fastest value growth

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.

Drugstores/parapharmacies remains the biggest channel

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.

Innovation in the form of micellar shampoos

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.

COMPETITIVE LANDSCAPE
Direct sellers decline, whilst Ilirija and Unilever are amongst the best performers

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.

Private label lines keep growing in popularity

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.

Relatively few new launches are observed

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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Hair Care in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Serbia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Serbia?
  • What are the major brands in Serbia?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Serbia - Category analysis

HEADLINES

PROSPECTS

2-in-1 products records the fastest value growth
Drugstores/parapharmacies remains the biggest channel
Innovation in the form of micellar shampoos

COMPETITIVE LANDSCAPE

Direct sellers decline, whilst Ilirija and Unilever are amongst the best performers
Private label lines keep growing in popularity
Relatively few new launches are observed

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 6 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 7 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 9 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 10 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Serbia - Industry Overview

EXECUTIVE SUMMARY

Continued steady growth for beauty and personal care
New ingredients and convenience are important new product developments
Many smaller players gain share, but the leading three producers also increase
Many premium products are frequently offered at discounted prices
Accelerated growth is anticipated for the forecast period

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources