Home Care in Serbia
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Serbia
Positive growth for air care despite pressure on demand in the post-pandemic era
Non-essential status of air care works against the category as unit prices soar
Advent of heavily scented ITBs puts pressure on sales of spray/aerosol air fresheners
Positive growth ahead for air care, driven by rising demand for electric air fresheners
Unit price growth and price-sensitive consumers set to place limits on demand
Less demand for air care in the post-pandemic era means pressure on sales
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Serbia
Volume sales decline as consumers shift towards more sophisticated products
Appearance of more powerful surface care products undermines demand for bleach
Availability of bleach contracts as consumers favour more ecologically sound options
Further sales declines ahead for bleach as the category continues to fall out of favour
Concerns over safety and ecological credentials of bleach set to undermine demand
Players present in bleach set to focus more on other home care categories
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Serbia
Stagnant volume growth as maturity of demand and rising prices inhibit demand
Automatic dishwashing booms as busy consumers install dishwashers to save time
New launches in automatic dishwashing despite lack of innovation in hand dishwashing
Automatic dishwashing to drive category sales as busy consumers turn to dishwashers
More intense competition as brands focus on price discounts to appeal to consumers
Ecological sustainability set to emerge as a major trend in dishwashing
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Serbia
Sales declines continue for home insecticides as high prices put pressure on demand
Leading players face few threats to their strong positions due to consumer loyalty
Spray/aerosol home insecticides dominates as distribution focuses on modern channels
Falling demand set to remain the dominant trend in home insecticides
Strong consumer loyalty to ensure that the leading brands retain their strong positions
Modern grocery retailing channels set to continue dominating distribution
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 33 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 34 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Serbia
Declining sales as high inflation and return to pre-pandemic lifestyles erode demand
Standard powder detergents dominates sales despite shift towards detergent tablets
Fabric softeners struggles to register positive growth due to unit price inflation
Negative sales growth expected as high inflation puts pressure on demand
A handful of strong leaders set to continue dominating category sales
New launches set to respond to increasingly sophisticated laundry care needs
Table 36 Household Possession of Washing Machines 2017-2022
Table 37 Sales of Laundry Care by Category: Value 2017-2022
Table 38 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 39 Sales of Laundry Aids by Category: Value 2017-2022
Table 40 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Detergents by Category: Value 2017-2022
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 44 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 45 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 49 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Serbia
Positive sales growth from a low base despite unfavourable background trends
Post-pandemic, shoe polish benefits from the return to the office and the classroom
Non-essential status of polishes undermines demand as unit prices increase
Polishes slated for further positive growth despite potential headwinds
Polishes set to continue facing stronger competition various surface care categories
Consumers likely to continue economising, putting pressure on demand for polishes
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Serbia
Demand for surface care declines as consumers spend more time outside of the home
Multi-purpose cleaners remains the largest category of surface care
No major changes in the competitive environment as the leading brands remain on top
Volume sales to continue falling as maturity and rising prices put pressure on demand
Private label and less expensive brands to benefit from widespread downtrading
The quartet of leading international brands unlikely to face any serious challenges
Table 57 Sales of Surface Care by Category: Value 2017-2022
Table 58 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Surface Care: % Value 2018-2022
Table 62 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 63 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Serbia
Static volume growth for toilet care as the positive impact of the pandemic wears off
Consumer attention shifts towards more sophisticated toilet care categories
Rising prices put pressure on demand at a time of high inflation
Sales set to shift away from toilet liquids/foam and towards in-cistern devices
Rising unit prices set to continue putting pressure on demand
Ecological sustainability to emerge as a major driver of demand in toilet care
Table 65 Sales of Toilet Care by Category: Value 2017-2022
Table 66 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 68 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 69 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027