Executive Summary

Mar 2019
PROSPECTS
Good performance of paper towels continues, recycled toilet paper declines

Paper towels recorded another strong performance in current value terms within overall Serbian retail tissue in 2018. Paper towels continued to hold low value share in 2018, but this is quickly changing, which inevitably leads to increasing demand.

Value share of toilet paper declines in 2018, but remains fairly high

Value share of toilet paper marginally decreased in 2018 compared to 2017, a continuing trend throughout the review period. This was a consequence of the growing popularity of other categories, primarily paper towels and boxed facial tissues.

No big changes in terms of distribution

There were no important or unexpected changes within distribution channels in 2018. The only switch was visible in discounters as German Lidl entered retailing and became the second only discounter chain in the country.

COMPETITIVE LANDSCAPE
Private label owner Univerexport doo records highest value sales growth

The fastest current value growth within Serbian retail tissue in 2018 was recorded by retailer and private label owner Univerexport doo as it benefitted from an increased number of its outlets and also from the improved reputation of private label in general. This clearly indicates that private label is gaining in popularity and that this process is expected to continue over the forecast period.

No notable new launches observed in 2018, producers remain focused on discounts

There were no significant new launches witnessed in retail tissue during 2018. Instead, manufacturers were focused on other techniques for winning consumers, mostly on frequent discounts and on improving marketing and distribution.

Toilet paper remains most important for producers

Most producers that were present in Serbian in 2018 retail tissue offered products across all of the categories within it, but they were mostly focused on the largest in value share terms – toilet paper. Therefore, most innovations and new product launches, the biggest investments over the review period, were evident within toilet paper.

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Retail Tissue in Serbia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Serbia?
  • What are the major brands in Serbia?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?

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.

Retail Tissue in Serbia - Category analysis

HEADLINES

PROSPECTS

Good performance of paper towels continues, recycled toilet paper declines
Value share of toilet paper declines in 2018, but remains fairly high
No big changes in terms of distribution

COMPETITIVE LANDSCAPE

Private label owner Univerexport doo records highest value sales growth
No notable new launches observed in 2018, producers remain focused on discounts
Toilet paper remains most important for producers

CATEGORY DATA

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