Polishes in Serbia

PROSPECTS

Good performances registered in all categories of polishes, led by floor polish

All categories of polishes saw relatively strong value growth in 2018, although the best performance was seen in floor polish. These products are recording very healthy sales growth thanks mainly to the fact that many consumers are switching from general surface care products to more specific floor polish.

Shoe polish remains the largest polishes category

Shoe polish remained the largest polishes category in Serbia in 2018. The consumer base for the category is already wide and it saw further growth over the review period due to the increasing numbers of young professionals who work for companies that have relatively strict dress codes.

The retail distribution of polishes changes in favour of modern grocery retailers and health and beauty specialist retailers

Traditional grocery retailers notably lost value share in the distribution of polishes during 2018. At the same time, health and beauty specialist retailers and most modern grocery retailers channels continued to register upward sales trend in the category.

COMPETITIVE LANDSCAPE

Private label sales remain negligible

There was no private label line with a notable value share in polishes during 2018. Retailers are obviously aware that the category is struggling to generate significant sales and this it unlikely to change significantly over the forecast period either.

Only one new major product launched in polishes 2018

There was only one notable new product launched in polishes in Serbia in 2018 and it came from the Bulgarian shoe polish brand Axxon. Specifically, April 2018 saw Axxon introduce its new Casablanca Deo Fresh line.

Domestic producers improve their positions

One of the leading domestic manufacturers of polishes, Lomax Company, recorded the highest growth in value sales in the category in 2018. This did not significantly improve the overall position of domestic polishes companies, although it represented a major step forward that has the potential to encourage other local producers to try their luck in the category.

Files are delivered directly into your account within a few minutes of purchase.