Oral Care in Serbia

PROSPECTS

Power toothbrushes continues to see strong growth

All categories within power toothbrushes saw high current value growth rates in 2018, which was a continuation of the trend that was visible during the entire review period. The main reason for such a performance was the fact that relatively few Serbians use these products, and therefore high growth was seen from a low base.

Toothpaste loses value share, but still dominates oral care

Toothpaste accounted for three quarters of retail value sales within oral care in 2018. This share declined somewhat during the course of the review period, but the decline was only about one percentage point, meaning that other product types are slow to take share from toothpaste.

Whitening toothpaste grows in popularity

After traditional/standard/basic toothpaste, whitening toothpaste had the highest value share in 2018, accounting for about a quarter of overall value sales of toothpaste. This type of toothpaste grew in popularity over the review period, during which it increased its sales by two percentage points.

COMPETITIVE LANDSCAPE

Most leading producers see good performances; concentration increases

Almost all the leading eight oral care manufacturers recorded value sales increases in 2018. In fact, only direct seller Oriflame Kozmetika saw a value sales decline, which was a consequence of the company’s changing strategy and its shift towards premium products.

Private label remains insignificant

There were no retailers with private label lines with notable value shares within oral care in Serbia in 2018. This is due to the high level of brand loyalty in the category, and the fact that many consumers still have reservations about the quality of private label products.

No significant new launches are recorded

There were no notable new launches seen within oral care in Serbia in 2018. Some innovations were observed in mouthwashes/dental rinses, but since this is not a very developed or important category within oral care, they went largely unnoticed and had little to no effect on oral care as a whole.

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