Mass Beauty and Personal Care in Serbia

PROSPECTS

Mass basic moisturisers and mass unisex fragrances see the best performances

Growing from a low base, mass basic moisturisers and mass unisex fragrances recorded the highest retail current value growth rates within mass beauty and personal care in Serbia in 2018. These products also benefited from an improvement in distribution during the year.

Mass facial cleansing wipes records a value decline

Mass facial cleansing wipes was the only category within mass beauty and personal care in Serbia to record a current value decline in 2018. The category suffered from the strong competition from mass general purpose wipes, and especially mass baby wipes – products that most consumers still use for a wide range of different purposes.

Mass hair care loses value share, but remains by far the biggest category

Hair care accounted for the highest retail value share within mass beauty and personal care in Serbia in 2018. These products are seen as essential by most consumers, and are amongst those that are used daily, which contributes to the category’s strong position.

COMPETITIVE LANDSCAPE

Concentration in mass beauty and personal care remains fairly low

Unlike in premium beauty and personal care, within mass beauty and personal care the combined value shares of the leading five producers accounted for less than half of overall sales. This share did increase somewhat over the review period, but not significantly.

Private label continues to grow in popularity

In 2018, private label increased its combined value share compared with 2018, which was part of a wider trend that affected the category throughout the review period. The increasing private label share in 2017 and 2018 was caused by the improved offer, as the two largest drugstore/parapharmacy chains – dm and Lilly – notably enriched their offer when it came to their private label lines, especially within colour cosmetics.

Mass brands positioned as “masstige” or even premium are offered at discounts

It was noticeable that mass brands which are usually positioned and perceived as being better-quality compared with the competition were frequently discounted during 2018. This was particularly the case with some of L'Oréal’s products, which were offered at prices up to 40% lower throughout the year.

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