Premium Beauty and Personal Care in Serbia

PROSPECTS

Premium fragrances and premium hair care remain the biggest categories

Premium fragrances was by far the largest category within premium beauty and personal care in Serbia in 2018, followed by premium hair care. Both of these categories have a fairly wide offer of premium products, which it is what makes them so popular.

Premium colour cosmetics sees the strongest growth

Unsurprisingly, premium colour cosmetics saw the best performance within premium beauty and personal care in Serbia in current value terms in 2018. Premium colour cosmetics are amongst the most popular premium products in beauty and personal care, because there is a strong notion that quality matters the most when it comes to these products.

The general economic conditions benefit premium beauty and personal care

With austerity measures ending, and most general economic indicators, such as disposable income and consumer confidence, significantly improving in 2018, the stage was set for the healthy growth of premium beauty and personal care. This was the case because certain consumer groups, primarily middle-income and lower-middle-income consumers, were once again able to spend more on beauty and personal care products, especially on premium products.

COMPETITIVE LANDSCAPE

L'Oréal, Puig and Coty lead premium beauty and personal care

Despite losing marginal value share in premium beauty and personal care in 2018, L'Oréal Balkan saw an increase in its value sales and remained firmly in the leading position. It was followed by major premium fragrances producers – Puig and Coty – with all other producers left far behind the leaders.

Still no private label lines in the premium segment

As was the case with almost all fmcg in Serbia, there were no premium private label lines within beauty and personal care in 2018. Private label lines typically remained part of the mass segment in beauty and personal care, and even then, private label failed to reach a significant value share.

Premium beauty and personal care remains highly fragmented

Only the leading three producers within premium beauty and personal care in Serbia had managed to reach value shares above 5% in 2018, and this clearly indicates the strong fragmentation of the category. Moreover, the share of “others” increased once again in 2018, meaning that the level of fragmentation is not expected to reduce any time soon.

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