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Country Report

Home Care in

Home Care in Serbia

36 pages, Feb 2018

US$2,650

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Home care sees value growth in 2017, but only in current terms

Home care as a whole saw a positive performance in 2017 in current terms, albeit modest. The 2017 growth was slightly faster compared to 2016, but that was also the case compared to the review period overall, too.

No major innovations recorded

Manufacturers remained fairly dormant in terms of innovation during 2017. There were almost no new product launches detected in most categories and in some of them there were no new launches at all.

The largest producers keep losing sales share

Home care in Serbia can be considered to be relatively concentrated as the leading three manufacturers accounted for slightly more than half of overall value sales in 2017. However, all of the leading three producers saw their home care value share decline, albeit only slightly, during 2017.

Traditional grocery retailers loses ground

Serbian retailing landscape in general underwent visible modernisation over the review period and that continued in 2017 as well. Some of the most important changes included the growing importance and sales share of modern grocery retailers, the steep decline of independent small grocers and advancement of internet retailing and non-grocery specialists alike.

Negative performance expected over the forecast period

Home care in Serbia is set to keep seeing value declines at constant 2017 prices over the forecast period. The decline will mostly be influenced by maturing categories that will inevitably lead to shrinking demand in the largest and most important areas of home 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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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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

Home care sees value growth in 2017, but only in current terms

No major innovations recorded

The largest producers keep losing sales share

Traditional grocery retailers loses ground

Negative performance expected over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 5 Distribution of Home Care by Format: % Value 2012-2017
Table 6 Distribution of Home Care by Format and Category: % Value 2017
Table 7 Forecast Sales of Home Care by Category: Value 2017-2022
Table 8 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Serbia

HEADLINES

PROSPECTS

Strong marketing support allows electric air fresheners to record the highest value growth in 2017

Spray/aerosol air fresheners remains most popular

COMPETITIVE LANDSCAPE

Competition intensifies in 2017

Private label remains relatively insignificant

CATEGORY DATA

Table 9 Sales of Air Care by Category: Value 2012-2017
Table 10 Sales of Air Care by Category: % Value Growth 2012-2017
Table 11 Forecast Sales of Air Care by Category: Value 2017-2022
Table 12 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Serbia

HEADLINES

PROSPECTS

Older consumers’ habits and increasing unit prices keep value sales positive

Bleach substitutes toilet care products, with scented bleach gaining popularity

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear leader

No new launches but private label increases its value share

CATEGORY DATA

Table 13 Sales of Bleach: Value 2012-2017
Table 14 Sales of Bleach: % Value Growth 2012-2017
Table 15 Forecast Sales of Bleach: Value 2017-2022
Table 16 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Serbia

HEADLINES

PROSPECTS

Automatic dishwashing sees positive result, increasing its overall share in 2017

Hand dishwashing still dominates sales within the category

COMPETITIVE LANDSCAPE

Fairy continues to lead dishwashing in 2017

Private label increases its already high combined value share

CATEGORY INDICATORS

Table 17 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 18 Sales of Dishwashing by Category: Value 2012-2017
Table 19 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 20 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 21 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Serbia

HEADLINES

PROSPECTS

Electric insecticides grows in home insecticides

Health concerns negatively affect insecticide baits and spray/aerosol insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son remains dominant albeit losing value share in 2017

Private label largely missing from home insecticides at the end of the review period

CATEGORY DATA

Table 22 Sales of Home Insecticides by Category: Value 2012-2017
Table 23 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 24 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 25 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Serbia

HEADLINES

PROSPECTS

Liquid detergents products increase in popularity

Less developed categories see the best performance in 2017

COMPETITIVE LANDSCAPE

Henkel leads laundry care in Serbia, among several other strong players

Few product launches observed with leader remaining the most active

Players face difficulty entering or launching new products in forecast period

CATEGORY INDICATORS

Table 26 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 27 Sales of Laundry Care by Category: Value 2012-2017
Table 28 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 29 Sales of Laundry Aids by Category: Value 2012-2017
Table 30 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 31 Sales of Laundry Detergents by Category: Value 2012-2017
Table 32 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 33 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 34 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Serbia

HEADLINES

PROSPECTS

Consumers purchase floor polish products more often

High inflation and popularity of more expensive brands lead to unit price increase

COMPETITIVE LANDSCAPE

SC Johnson & Son loses value share, but remains clear leader of polishes

Company activities mostly limited to advertising and widening distribution

CATEGORY DATA

Table 35 Sales of Polishes by Category: Value 2012-2017
Table 36 Sales of Polishes by Category: % Value Growth 2012-2017
Table 37 Forecast Sales of Polishes by Category: Value 2017-2022
Table 38 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Serbia

HEADLINES

PROSPECTS

Greater segmentation negatively impacts multi-purpose cleaners

Average unit price rises for most categories bar floor cleaners

COMPETITIVE LANDSCAPE

Concentration remains high within surface care

Product launches are few and far between

CATEGORY DATA

Table 39 Sales of Surface Care by Category: Value 2012-2017
Table 40 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 42 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 43 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 44 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Serbia

HEADLINES

PROSPECTS

Health concerns and competition negatively impact toilet liquids/foam

Traditional grocery retailers keeps losing share in 2017

COMPETITIVE LANDSCAPE

Strong growth for private label in 2017

Leading player launches a new line of products in 2017, while other producers remain dormant when it comes to new launches

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2012-2017
Table 46 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 47 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Serbia

New Report Guarantee

Executive Summary

New Report Guarantee

Home care sees value growth in 2017, but only in current terms

No major innovations recorded

The largest producers keep losing sales share

Traditional grocery retailers loses ground

Negative performance expected 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

Home care sees value growth in 2017, but only in current terms

No major innovations recorded

The largest producers keep losing sales share

Traditional grocery retailers loses ground

Negative performance expected over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Serbia

HEADLINES

PROSPECTS

Strong marketing support allows electric air fresheners to record the highest value growth in 2017

Spray/aerosol air fresheners remains most popular

COMPETITIVE LANDSCAPE

Competition intensifies in 2017

Private label remains relatively insignificant

CATEGORY DATA

Bleach in Serbia

HEADLINES

PROSPECTS

Older consumers’ habits and increasing unit prices keep value sales positive

Bleach substitutes toilet care products, with scented bleach gaining popularity

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear leader

No new launches but private label increases its value share

CATEGORY DATA

Dishwashing in Serbia

HEADLINES

PROSPECTS

Automatic dishwashing sees positive result, increasing its overall share in 2017

Hand dishwashing still dominates sales within the category

COMPETITIVE LANDSCAPE

Fairy continues to lead dishwashing in 2017

Private label increases its already high combined value share

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Serbia

HEADLINES

PROSPECTS

Electric insecticides grows in home insecticides

Health concerns negatively affect insecticide baits and spray/aerosol insecticides

COMPETITIVE LANDSCAPE

SC Johnson & Son remains dominant albeit losing value share in 2017

Private label largely missing from home insecticides at the end of the review period

CATEGORY DATA

Laundry Care in Serbia

HEADLINES

PROSPECTS

Liquid detergents products increase in popularity

Less developed categories see the best performance in 2017

COMPETITIVE LANDSCAPE

Henkel leads laundry care in Serbia, among several other strong players

Few product launches observed with leader remaining the most active

Players face difficulty entering or launching new products in forecast period

CATEGORY INDICATORS

CATEGORY DATA

Polishes in Serbia

HEADLINES

PROSPECTS

Consumers purchase floor polish products more often

High inflation and popularity of more expensive brands lead to unit price increase