Laundry Care in Serbia

PROSPECTS

Laundry detergents remains the largest laundry care category despite losing share

Laundry care continued to see slow retail current value growth but a slow retail volume decline in 2019. Laundry detergents remained by far the largest laundry care category.

Liquid detergents and detergent tablets register strong performances

Liquid detergents and detergent tablets saw the best retail current value performances in laundry detergents in 2019. This had a negative effect on powder detergents, which saw a decline.

Average unit price increases seen in most laundry care categories

With the exception of standard powder detergents and in-wash spot and stain removers, all laundry care categories saw their average unit price increase in current terms during 2019. The two categories that saw unit price declines did so primarily because they are becoming more saturated and volume sales are declining, forcing manufacturers to reduce the prices charged for their brands in order to avoid losing share.

COMPETITIVE LANDSCAPE

Leaders in laundry care lose value share to smaller players

Henkel Srbija remained the strong leader in laundry care in value terms in 2019, with its Merix, Persil, Perwoll, Silan and Mer San brands, which are well-known amongst consumers. Although the company saw slow growth in its value sales, it was below the average in laundry care, and therefore continued to see a slight share decline.

Smaller players and private label increase in popularity

During 2019, the three leading manufacturers within laundry care, Henkel Srbija, The Procter & Gamble Co and Beohemija, registered static or falling value shares. This clearly shows that smaller producers are gaining strength, and this is for several reasons.

Relatively calm year in terms of new product launches

There were few notable new product launches within laundry care in Serbia in 2019. Manufacturers were clearly busy with other activities, mostly marketing and improving distribution.

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