Home Care in Serbia

Home Care in Serbia

EXECUTIVE SUMMARY

Stronger value growth than seen the previous year, and slower volume decline

The decline of traditional grocery retailers and increasing specialisation

Mid-sized brands perform well, and leading players focus on social responsibility

Very few new launches recorded across home care, although this is set to change

Continued current value growth and volume decline expected

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Serbia

HEADLINES

PROSPECTS

Laundry detergents remains the largest laundry care category despite losing share

Liquid detergents and detergent tablets register strong performances

Average unit price increases seen in most laundry care categories

COMPETITIVE LANDSCAPE

Leaders in laundry care lose value share to smaller players

Smaller players and private label increase in popularity

Relatively calm year in terms of new product launches

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Serbia

HEADLINES

PROSPECTS

Hand dishwashing strongly declines, whilst automatic dishwashing sees growth

Traditional grocery retailers continues losing distribution share in dishwashing

Skin-friendly products see rising awareness and popularity, eco products lag behind

COMPETITIVE LANDSCAPE

Most players in dishwashing record value declines

No new product launches seen, although new packaging is seen for Fairy

The importance of private label continues to rise

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Serbia

HEADLINES

PROSPECTS

Value sales return to growth, but volume sales continue to decline

The share of multi-purpose cleaners gradually declines

Rising health- and environmental-awareness set to lead to new launches

COMPETITIVE LANDSCAPE

The leading player experiences a declining value share

Unilever is active in terms of launches and social responsibility

The value share of private label remains fairly low

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Serbia

HEADLINES

PROSPECTS

Dwindling consumer base results in volume decline

Older consumers and those living in rural areas still use bleach

Some consumers still use bleach as alternative to other home care products

COMPETITIVE LANDSCAPE

All the leading producers register value growth

Manufacturers remain relatively uninterested in offering bleach

Rising share of private label, despite some retailers not offering such products

CATEGORY DATA

Table 41 Sales of Bleach: Value 2014-2019
Table 42 Sales of Bleach: % Value Growth 2014-2019
Table 43 NBO Company Shares of Bleach: % Value 2015-2019
Table 44 LBN Brand Shares of Bleach: % Value 2016-2019
Table 45 Forecast Sales of Bleach: Value 2019-2024
Table 46 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Serbia

HEADLINES

PROSPECTS

ITBs increases its dominance in toilet care thanks to improvement of the offer

In-cistern devices registers dynamic growth

Convenience, efficiency and scent drive sales in toilet care

COMPETITIVE LANDSCAPE

Henkel Srbija continues to lead despite losing further value share

Private label continues to register strong growth

No new product launches, but Henkel invests in other areas

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2014-2019
Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Serbia

HEADLINES

PROSPECTS

Good performances for all categories due to a move towards task-specific products

Shoe polish remains the largest polishes category

Retail distribution favours discounters and health and beauty specialist retailers

COMPETITIVE LANDSCAPE

Smaller players, including domestic producers, improve their positions

Private label sales remain negligible as polishes is a small category

Producers concentrate on marketing and distribution, not new launches

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Serbia

HEADLINES

PROSPECTS

Strong growth due to positive economic environment

Electric air fresheners demonstrates an excellent performance

Spray/aerosol air fresheners remains the leading air care category

COMPETITIVE LANDSCAPE

Multinationals invest heavily in marketing and launches, resulting in sales increases

Private label player dm-Drogerie Markt records the highest sales growth

Launches of seasonal products and new innovative scents

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2014-2019
Table 60 Sales of Air Care by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Air Care: % Value 2015-2019
Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Serbia

HEADLINES

PROSPECTS

Spray/aerosol insecticides and insecticide baits lose share in home insecticides

Health concerns become important in home insecticides

Non-grocery retailers increases its influence on home insecticides distribution

COMPETITIVE LANDSCAPE

SC Johnson & Son dominates and sees a further value share increase

No notable new launches seen as players focus on distribution and marketing

Private label sales remain negligible

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2014-2019
Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 68 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 69 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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