Executive Summary

Feb 2019
PROSPECTS
Spray/aerosol insecticides and insecticides baits lose share in home insecticides

Insecticide baits and spray/aerosol insecticides lost value share in home insecticides in 2018 in a continuation of trends that were evident throughout the entire review period. These products are starting to be perceived as outdated by many Serbian consumers and sales have also been negatively affected by competition from categories that are growing in popularity such as electric insecticides and insecticide coils.

Health concerns become important for home insecticides products

One of the main reasons for the declining popularity of insecticide baits and spray/aerosol insecticides among Serbian consumers is related to growing health concerns about these products. And while insecticide baits are being used less frequently due to concerns regarding their use around small children and pets, who can accidentally swallow the poisonous baits, spray/aerosol insecticides are also increasingly being linked with the spreading of environmental hazards.

Modern grocery retailers increases its influence on home insecticides distribution

In a mirror of distribution trends in virtually all home care products, sales of home insecticides through traditional grocery retailers declined appreciably in 2018. This represented a continuation of trends seen in the category throughout the review period.

COMPETITIVE LANDSCAPE
No notable new launches seen in the category during 2018

There were no major new products launched within home insecticides in Serbia during 2018. Manufacturers focused instead on pursuing other strategies for winning the attention of consumers.

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

SC Johnson & Son maintained its clear lead within home insecticides in Serbia in 2018. The multinational manufacturer’s Raid brand was heavily advertised throughout the review period as well as during 2018 and as a result the brand now has much higher levels of consumer recognition than any other home insecticides brand.

Private label sales remain negligible

As of 2018, no private label player had managed to reach a position of prominence in home insecticides in Serbia. When it comes to private label, the country’s leading chained grocery retailers are more focused on packaged food and drinks and on the largest categories from other fmcg industries.

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Home Insecticides in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides 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 Insecticides industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides 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 Insecticides in Serbia?
  • What are the major brands in Serbia?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Serbia?
  • What are the key new product launches in the insecticides market?

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.

Home Insecticides in Serbia - Category analysis

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 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 4 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 5 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 6 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in Serbia - Industry Overview

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 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources