Home Care in Serbia

Home Care in Serbia

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Serbia

KEY DATA FINDINGS

2020 IMPACT

Shift to e-commerce due to COVID-19 in 2020

Leader Henkel donates products to help consumers during COVID-19 quarantine

Private label growth due to improved consumer trust and lower prices

RECOVERY AND OPPORTUNITIES

Slower growth following artificial boost in 2020

Consumers more open to trying new product types

Ongoing shift from powder to liquid and tablet formats

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Serbia

KEY DATA FINDINGS

2020 IMPACT

Improved performance in 2020 with more consumers at home due to COVID-19

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

Multinationals hold the top spots in dishwashing

RECOVERY AND OPPORTUNITIES

Future decline as demand returns to normal from 2021

New products expected from 2021

Growth of private label with the modernisation of retailing

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Serbia

KEY DATA FINDINGS

2020 IMPACT

Growth driven by increased hygiene-consciousness in 2020

Product specialisation trend impacts multi-purpose cleaners

‘Responsible’ Unilever donates products in a bid to help the fight against COVID-19

RECOVERY AND OPPORTUNITIES

Growth of modern retail and e-commerce anticipated

Consumers expected to increasingly turn to task-specific products

Growing interest in products perceived as natural or green

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Serbia

KEY DATA FINDINGS

2020 IMPACT

Elevated hygiene-consciousness due to COVID-19 benefits bleach in 2020

Diminishing consumer base and environmental concerns impact bleach

Procter & Gamble is the clear leader with its Ace brand

RECOVERY AND OPPORTUNITIES

Producers not expected to invest in the development and promotion of ‘unimportant’ bleach

Private label growth amongst more price-sensitive consumers

Increased concerns about the environmental impact of bleach

CATEGORY DATA

Table 39 Sales of Bleach: Value 2015-2020
Table 40 Sales of Bleach: % Value Growth 2015-2020
Table 41 NBO Company Shares of Bleach: % Value 2016-2020
Table 42 LBN Brand Shares of Bleach: % Value 2017-2020
Table 43 Forecast Sales of Bleach: Value 2020-2025
Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Serbia

KEY DATA FINDINGS

2020 IMPACT

More time at home and elevated hygiene-consciousness due to COVID-19 boost sales in 2020

Convenience, efficiency and scent drive sales in toilet care

Henkel receives state grant to expand production in 2020

RECOVERY AND OPPORTUNITIES

Slowed growth in 2021 as demand normalises

Private label gain with the expansion of large retailing chains

Rim liquids to benefit from their convenience and effectiveness

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2015-2020
Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Serbia

KEY DATA FINDINGS

2020 IMPACT

Slowed growth as consumers reduce purchases of non-essential items in 2020

Distribution shift, with growth of discounters and e-commerce

SC Johnson & Son leads but faces growing competition

RECOVERY AND OPPORTUNITIES

Without retailer investment, private label is set to remain insignificant

Retail modernisation and e-commerce to continue influencing sales of polishes

New product development expected as economy stabilises

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2015-2020
Table 52 Sales of Polishes by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Polishes: % Value 2016-2020
Table 54 LBN Brand Shares of Polishes: % Value 2017-2020
Table 55 Forecast Sales of Polishes by Category: Value 2020-2025
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Serbia

KEY DATA FINDINGS

2020 IMPACT

Slowed growth in 2020 as consumers reduce purchases of non-essential items

Spray/aerosol air fresheners remains the leading air care category

SC Johnson & Son leads, remaining active with advertising

RECOVERY AND OPPORTUNITIES

Slowed growth as more consumers choose “natural” products

Retail modernisation and growth of e-commerce

Increased trust in the quality of private label products

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2015-2020
Table 58 Sales of Air Care by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Air Care: % Value 2016-2020
Table 60 LBN Brand Shares of Air Care: % Value 2017-2020
Table 61 Forecast Sales of Air Care by Category: Value 2020-2025
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Serbia

KEY DATA FINDINGS

2020 IMPACT

Non-essential nature of home insecticides impacts sales in 2020

Promoted and effective electric insecticides see the best performance

SC Johnson & Son maintains its lead with its high level of consumer recognition

RECOVERY AND OPPORTUNITIES

Investment in private label not expected for this small category

Modern channels and e-commerce to record future growth

Health concerns increasingly important in home insecticides

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2015-2020
Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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