Retailing in Serbia

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Serbia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Serbia?
  • Which are the leading retailers in Retailing in Serbia?
  • How are products distributed in Retailing in Serbia?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Serbia?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Serbia

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Online space continues to gain value share
Modern grocery retailers surpass traditional grocery retailers for first time in terms of value sales
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
New Year’s Eve/Christmas First Day of School Patron Saint Celebration Easter Women’s Day
Payments
Delivery and collections
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 4 Sales in Store-Based Retailing by Channel: Value 2016-2021 Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021 Table 6 Store-Based Retailing Outlets by Channel: Units 2016-2021 Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 12 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 14 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 16 Retailing GBO Company Shares: % Value 2017-2021 Table 17 Retailing GBN Brand Shares: % Value 2018-2021 Table 18 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 19 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 20 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 21 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 22 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026 Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026 Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026 Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lower value growth than 2020, but still solid
Discounter Lidl gains further value share
Leading players create goodwill through charitable activities

PROSPECTS AND OPPORTUNITIES

Healthy constant value growth over forecast period
Private label key tool for leading retailers over forecast period
Hypermarkets in decline

CHANNEL DATA

Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 43 Sales in Modern Grocery Retailers by Channel: Value 2016-2021 Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021 Table 45 Modern Grocery Retailers Outlets by Channel: Units 2016-2021 Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026 Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026 Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026 Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Fall in constant value sales in 2021
Futura Plus leads in highly fragmented landscape
Private label products from larger retailers being sold in some neighbourhood stores

PROSPECTS AND OPPORTUNITIES

Muted outlook over forecast period
Kiosks, bakeries and butchers expected to be unimpacted by the modernisation trend
Degree of market concentration expected over forecast period

CHANNEL DATA

Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Recovery in value sales in 2021
LC Waikiki strengthens its lead thanks to its expansion strategy and accessible pricing
Increased offering of loyalty cards

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth over forecast period
E-commerce becomes even more of a focus of the leading players
Consolidation over forecast period

CHANNEL DATA

Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lower value growth in 2021, due to decline in growth of chemists/pharmacies
Apotekarska Ustanova continued to lose value share to its nearest competitors
Rebound for beauty specialist retailers in 2021

PROSPECTS AND OPPORTUNITIES

Moderate growth over forecast period
Optical goods fastest growing channel
Potential growth opportunity for vitamins and dietary supplements speciality retailers

CHANNEL DATA

Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021 Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021 Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026 Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Modest recovery in 2021
Department stores, mass merchandisers and warehouse clubs remain non-existent in Serbia
Studio Moderna intensifies its discounting of brand Top Shop

PROSPECTS AND OPPORTUNITIES

Sluggish growth over forecast period
Variety stores appeals to cash-strapped consumers
Other formats unlikely to appear in Serbia

CHANNEL DATA

Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 87 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 89 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 91 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 92 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 93 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Recovery after severe drop in value sales during 2020 lockdowns.
Bigger players lose value share to smaller players in 2021
Changes in society means job more difficult for direct sellers

PROSPECTS AND OPPORTUNITIES

Healthy constant value growth over forecast period
E-commerce a growing threat to direct selling
No significant new player over forecast period

CHANNEL DATA

Table 101 Direct Selling by Category: Value 2016-2021 Table 102 Direct Selling by Category: % Value Growth 2016-2021 Table 103 Direct Selling GBO Company Shares: % Value 2017-2021 Table 104 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 105 Direct Selling Forecasts by Category: Value 2021-2026 Table 106 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Continued strong growth in 2021
Wider availability of internet and development of payment infrastructure leading to increased sales
Delivery platforms benefitting from increased e-commerce

PROSPECTS AND OPPORTUNITIES

Rosey outlook over forecast period
Resistance from older generations and cost of broadband challenges the expansion of e-commerce
Retailers focus on generating sales via e-commerce

CHANNEL DATA

Table 107 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 108 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 109 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 110 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 111 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 112 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Serbia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Continued strong growth in 2021
Increasing number of proprietary apps
Next step is development in mobile wallets

PROSPECTS AND OPPORTUNITIES

Fastest growing retail channel over forecast period
Domestic players need to improve the mobile experience
Incentivise customers to use mobile payments

CHANNEL DATA

Table 113 Mobile E-Commerce (Goods): Value 2016-2021 Table 114 Mobile E-Commerce (Goods): % Value Growth 2016-2021 Table 115 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026 Table 116 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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