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Nappies/Diapers/Pants in
Serbia

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Disposable pants fails to meet high expectations

Many producers and observers assumed that disposable pants would record a high growth rate throughout the review period including 2018, but these hopes did not come to fruition, as it recorded the slowest current value growth within overall nappies/diapers/pants in Serbia at the end of the review period. Although the convenience of these products is set to become increasingly popular amongst parents, evident in its higher volume growth, it is growing from a low sales base and a series of economic setbacks and old habits prevailed.

Demographic factors remain hampering factor

Demographic factors, primarily declining birth rates, are having a negative effect on Serbian nappies/diapers/pants. These effects are not strong enough to cause current value decline, but it is beyond any doubt that the category would have experienced a better performance in 2018 if the birth rates had increased instead.

Standard nappies/diapers and new born nappies/diapers record best performance

Two of the biggest products in overall nappies/diapers/pants in Serbia – standard nappies/diapers and new born nappies/diapers – also recorded the highest current value growth rates in 2018. These products are considered essential by most consumers and this prevents them from experiencing saturation.

COMPETITIVE LANDSCAPE
Private label lines grow strongly

The value share of private label within Serbian nappies/diapers/pants increased in 2018, which was a continuation of a trend witnessed during the entire review period. The offer of private label improved significantly during this period and together with visibly lower prices, attracted a growing number of consumers.

Category leader records slowest value growth, but continues to dominate

The leader of Serbian nappies/diapers/pants, Procter & Gamble Marketing & Services with its Pampers brand, recorded the slowest current value growth in 2018. Nevertheless, its lead in this category is so dominant that its effect on its position was negligible.

Procter & Gamble displays greatest activity in terms of new product launches

The category leader was also the most active regarding new product launches in 2018. The producer introduced a new line of its Pampers Active Baby in large packs across all three nappies/diapers categories.

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Nappies/Diapers/Pants in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Serbia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Serbia?
  • What are the major brands in Serbia?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Serbia - Category analysis

HEADLINES

PROSPECTS

Disposable pants fails to meet high expectations
Demographic factors remain hampering factor
Standard nappies/diapers and new born nappies/diapers record best performance

COMPETITIVE LANDSCAPE

Private label lines grow strongly
Category leader records slowest value growth, but continues to dominate
Procter & Gamble displays greatest activity in terms of new product launches

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Serbia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to record stable performance in 2018
Limited number of new product launches as producers rely on other strategies
Competition intensifies, private label lines gain in popularity
Modern grocery retailers continues to gain ground
Underdeveloped categories to continue growing strongly over forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources