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Country Report

Home Care in

Home Care in Serbia

Feb 2019

US$2,650

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Executive Summary

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The biggest and most important categories see poor results during 2018

All of the largest and most important areas of home care in Serbia either recorded current value declines or saw stagnation in 2018. These include dishwashing, laundry care and surface care.

Very few new launches recorded across home care in 2018

Somewhat surprisingly, there were few new products launched in the Serbian home care industry in 2018. What is perhaps even more surprising is that even the largest categories remained relatively uneventful in terms of new launches.

Market concentration level increases, private label lines grow in popularity

The value share of others saw further declines across the Serbian home care industry in 2018, although most of the leading players also recorded value share declines as well. This means that the industry leaders were not able to fight off the many small to medium-sized producers which were not ranked among the top five in 2018, but which saw increases in their value sales and value shares.

The importance of non-grocery specialists for home care sales keeps growing

When looking at the distribution channels for home care, it can be noticed that there were several important trends evident in 2018. First of all, non-grocery specialists, particularly health and beauty specialist retailers, gained value share.

Home care slated for negative volume growth over the forecast period

Overall, home care in Serbia is expected to register slightly negative volume and value CAGRs at constant 2018 prices over the forecast period, which translates into a 3% value CAGR in current terms. This is likely to be influenced mainly by the poor performance of several large but already saturated categories including dishwashing, surface care and to some extent even laundry care.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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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.

When you purchase this report, you also get the data and the content from these category reports in Serbia for free:

The Home Care in Serbia market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Serbia?
What are the major brands in Serbia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Serbia?

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 Home Care market research database.

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Home Care in Serbia

EXECUTIVE SUMMARY

The biggest and most important categories see poor results during 2018

Very few new launches recorded across home care in 2018

Market concentration level increases, private label lines grow in popularity

The importance of non-grocery specialists for home care sales keeps growing

Home care slated for negative volume growth over the forecast period

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Serbia

HEADLINES

PROSPECTS

Electric air fresheners demonstrates excellent results in 2018

Spray/aerosol air fresheners remains the leading air care category

Improving general economic conditions positively influence air care

COMPETITIVE LANDSCAPE

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

Category leader invests heavily in marketing, resulting in visible sales increases

Reckitt Benckiser introduces an interesting new launch during 2018

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Serbia

HEADLINES

PROSPECTS

Dwindling consumer base results in sales declines

Older consumers living in rural areas still using bleach

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

COMPETITIVE LANDSCAPE

Manufacturers remain relatively uninterested in offering bleach products

All producers register positive performances in 2018 as private label gains strength

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Serbia

HEADLINES

PROSPECTS

Hand dishwashing strongly declines, while automatic dishwashing stagnates

Traditional grocery retailers continue losing distribution value share in dishwashing

Notable shift in shares of hand and automatic dishwashing over the review period

COMPETITIVE LANDSCAPE

No new product launches seen in dishwashing in 2018

The importance of private label continues to increase

Most players in dishwashing record negative value growth due overall sales declines

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Serbia

HEADLINES

PROSPECTS

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

Health concerns become important for home insecticides products

Modern grocery retailers increases its influence on home insecticides distribution

COMPETITIVE LANDSCAPE

No notable new launches seen in the category during 2018

SC Johnson & Son dominates the category, further increase value share in 2018

Private label sales remain negligible

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Serbia

HEADLINES

PROSPECTS

Laundry detergents remains the largest laundry care category despite losing share

Liquid detergents and detergent tablets register the best performances

Average unit price increases seen in almost all laundry care categories

COMPETITIVE LANDSCAPE

Category leaders lose value share over the course of 2018

Relatively calm year in terms of new product launches

Private label increases in popularity

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2013-2018
Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 39 Sales of Laundry Aids by Category: Value 2013-2018
Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Detergents by Category: Value 2013-2018
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Serbia

HEADLINES

PROSPECTS

Good performances registered in all categories of polishes, led by floor polish

Shoe polish remains the largest polishes category

The retail distribution of polishes changes in favour of modern grocery retailers and health and beauty specialist retailers

COMPETITIVE LANDSCAPE

Private label sales remain negligible

Only one new major product launched in polishes 2018

Domestic producers improve their positions

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2013-2018
Table 52 Sales of Polishes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Polishes: % Value 2014-2018
Table 54 LBN Brand Shares of Polishes: % Value 2015-2018
Table 55 Forecast Sales of Polishes by Category: Value 2018-2023
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Serbia

HEADLINES

PROSPECTS

Sales of multi-purpose cleaners continue to decline

Splits between different categories undergo slow changes

Certain specific product also reach saturation

COMPETITIVE LANDSCAPE

The leading players experience static or declining value sales

Few new products launched in surface care

The value share of private label remains fairly low

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2013-2018
Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Serbia

HEADLINES

PROSPECTS

ITBs dominate overall sales of toilet care

In-cistern devices registers dynamic growth

The convenience trend and alleged efficiency of products drive sales in toilet care

COMPETITIVE LANDSCAPE

Henkel continues to dominate sales in 2018 despite losing value slight share

Private label continues to register strong growth

No new product launches detected, Henkel invests heavily in a new factory

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Serbia

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Executive Summary

New Report Guarantee

The biggest and most important categories see poor results during 2018

Very few new launches recorded across home care in 2018

Market concentration level increases, private label lines grow in popularity

The importance of non-grocery specialists for home care sales keeps growing

Home care slated for negative volume growth over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Serbia

EXECUTIVE SUMMARY

The biggest and most important categories see poor results during 2018

Very few new launches recorded across home care in 2018

Market concentration level increases, private label lines grow in popularity

The importance of non-grocery specialists for home care sales keeps growing

Home care slated for negative volume growth over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Serbia

HEADLINES

PROSPECTS

Electric air fresheners demonstrates excellent results in 2018

Spray/aerosol air fresheners remains the leading air care category

Improving general economic conditions positively influence air care

COMPETITIVE LANDSCAPE

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

Category leader invests heavily in marketing, resulting in visible sales increases

Reckitt Benckiser introduces an interesting new launch during 2018

CATEGORY DATA

Bleach in Serbia

HEADLINES

PROSPECTS

Dwindling consumer base results in sales declines

Older consumers living in rural areas still using bleach

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

COMPETITIVE LANDSCAPE

Manufacturers remain relatively uninterested in offering bleach products

All producers register positive performances in 2018 as private label gains strength

CATEGORY DATA

Dishwashing in Serbia

HEADLINES

PROSPECTS

Hand dishwashing strongly declines, while automatic dishwashing stagnates

Traditional grocery retailers continue losing distribution value share in dishwashing

Notable shift in shares of hand and automatic dishwashing over the review period

COMPETITIVE LANDSCAPE

No new product launches seen in dishwashing in 2018

The importance of private label continues to increase

Most players in dishwashing record negative value growth due overall sales declines

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Serbia

HEADLINES

PROSPECTS

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

Health concerns become important for home insecticides products

Modern grocery retailers increases its influence on home insecticides distribution

COMPETITIVE LANDSCAPE

No notable new launches seen in the category during 2018

SC Johnson & Son dominates the category, further increase value share in 2018

Private label sales remain negligible

CATEGORY DATA

Laundry Care in Serbia

HEADLINES

PROSPECTS

Laundry detergents remains the largest laundry care category despite losing share

Liquid detergents and detergent tablets register the best performances

Average unit price increases seen in almost all laundry care categories

COMPETITIVE LANDSCAPE

Category leaders lose value share over the course of 2018

Relatively calm year in terms of new product launches