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Learn moreFeb 2021
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Home care in Serbia experienced a positive boost in 2020 due to COVID-19. Whilst some categories saw slowed growth due to the pandemic, including polishes and home insecticides, as consumers prioritised products that they considered to be more essential as a result of the economic impact of the pandemic and the tightening of purse strings, the most important categories saw accelerated growth during the year.
A state of emergency was introduced in the country on 15 March, which remained in place until 7 May. The borders were closed from 20 March.
The three leading players, Henkel Srbija, Procter & Gamble and Beohemija, recorded further slight share losses in 2020 as they faced challenge from the many small to medium-sized producers. The value share of the smallest players in home care, included under “others” saw the biggest increase in the year.
Traditional grocery retailers lost further value share in the distribution of home care during 2020 due to the general modernisation trend that has been shaping Serbia’s retailing landscape. Larger, modern retailing outlets also benefited from COVID-19 as they offered customers more opportunities for social distancing.
Home care in Serbia is expected to record slowed growth in 2021 compared with 2020 as the market returns to normal following the positive boost it received from COVID-19. Retail modernisation is set to continue influencing sales of home care in Serbia throughout the forecast period, with an anticipated continued decline in the share of traditional grocery retailers, and growth of modern channels, including discounters.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Home 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 Home Care industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.
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The Home Care in Serbia market research report includes:
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This industry report originates from Passport, our Home Care market research database.
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.