Men's Grooming in Serbia

PROSPECTS

Men’s shaving and men’s fragrances are still the most important product types

Men in Serbia are generally not prone to spending a lot of time and money on men’s grooming products. Many of them are thus limited to men’s shaving products, and occasional purchases of men’s fragrances.

Average unit price increases mostly follow the inflation rate

In 2018, the prices of men’s grooming products did not change much on average at constant 2018 prices. This meant that producers mostly followed the country’s inflation rate, and steered away from significant price increases.

Men’s skin care mostly comprises hand care products

Another way to illustrate the low level of consumer awareness about men’s grooming products can be found in the fact that the vast majority of men’s skin care products fall into hand care, with body care products, and especially facial care products, being visibly less popular. The shares of the latter two types of men’s skin care products did increase over the course of the review period, but the increases were not very strong.

COMPETITIVE LANDSCAPE

dm-Drogerie Markt sees the best performance in 2018

Retailer and private label owner dm-Drogerie Markt saw the highest increase in value sales within men’s grooming in Serbia in 2018. This came about as a result of private label portfolio diversification, but also due to the higher number of dm retail outlets across the country.

New launches are mostly limited to redesigns and rebranding

There were three notable new product launches recorded in men’s grooming in 2018. In May 2018, Beiersdorf (Serbia) launched its new Nivea for Men Deep line, with products that fall into men’s pre-shave, men’s deodorants, men’s bath and shower and men’s post shave.

The category leaders remain the most active in terms of marketing

Procter & Gamble Balkans with its Gillette brand and Beiersdorf (Serbia) with its Nivea for Men brand were by far the most active in 2018 when it came to marketing support for their brands. These manufacturers were mostly focused on television commercials, as the most effective marketing channel, but also used billboards, press advertisements and POS banners and promotions.

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