Mass Beauty and Personal Care in Serbia

PROSPECTS

Mass fragrances performs quite well in 2017

During 2017, mass fragrances posted strong growth rates, especially mass unisex fragrances and mass women’s fragrances. The good performance was mostly due to direct sellers and their brands, particularly Avon, and it had a positive effect on mass beauty and personal care as a whole.

Mass hair care generates the most sales in mass beauty and personal care in Serbia

By far the biggest category of mass beauty and personal care in Serbia in 2017 was mass hair care. It led the overall category over the entire review period, claiming approximately one third of total value sales within the format.

COMPETITIVE LANDSCAPE

Beiersdorf, L'Oréal Balkan doo and Henkel Srbija doo lead Serbian mass beauty and personal care

The leading three manufacturers within mass beauty and personal care in Serbia in 2017 were Beiersdorf, L'Oréal and Henkel. These three producers accounted for a little more than one third of overall value sales and that was the case over the entire review period as well.

Mass beauty and personal care remains highly fragmented

Apart from the leading three players, the remaining two thirds of overall mass beauty and personal care value sales were highly fragmented in 2017. There was only a handful of producers with value shares between 5% and 10% in the year, and numerous manufacturers with very low value shares.

Private label lines increase in popularity

There were not many private label lines available in Serbian mass beauty and personal care in 2017 and their combined value share remained modest. However, they did notably increase in popularity and their overall value share continually grew over the review period.

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