Laundry Care in Serbia

PROSPECTS

Laundry detergents remains the largest laundry care category despite losing share

Laundry detergents was by far the largest laundry care category in Serbia in 2018. However, laundry care lost one percentage point from its overall value share in laundry care over the course of 2018, a continuation of trends evident throughout the review period.

Liquid detergents and detergent tablets register the best performances

The best performing laundry care categories during 2018 were liquid detergents and detergent tablets. Each of these categories can be considered underdeveloped, particularly detergent tablets, which only appeared in 2011 and continued to account for a very small share of overall laundry care sales in 2018.

Average unit price increases seen in almost all laundry care categories

With the exception of standard powder detergents and starch/ironing aids, all laundry care categories saw average unit prices increasing in current terms during 2018. The two categories that saw negative unit price growth did so primarily because they are becoming more saturated and sales are declining, forcing manufacturers to reduce the prices charged for their brands in order to avoid losing share.

COMPETITIVE LANDSCAPE

Category leaders lose value share over the course of 2018

During 2018, all of the three leading manufacturers within laundry care Henkel, Procter & Gamble and Beohemija registered negative value growth and this led to them losing value share over the course of the year. 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 new products launched within Serbian laundry care in 2018. The only notable launch was recorded by Saponia in May 2018, when the producer introduced its new Faks Helizim Micellar Formula.

Private label increases in popularity

All of the four major private label players with significant value shares in laundry care—dm-Drogerie Markt, Delhaize, Mercator - S and Dis—saw positive value sales growth during 2018. This clearly indicates that the popularity of private label is rising among Serbian consumers.

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