During 2018, slim/thin/ultra-thin towels without wings posted the highest current value growth within overall sanitary protection. This was due to its low sales base after entering Serbia in 2016.
The average unit price increase in 2018 was slower than in 2017 and fairly in line with the country’s inflation rate. This was due to intensified competition – manufacturers were simply unwilling to risk losing consumers by notably increasing prices of their products.
Slim/thin/ultra-thin towels with wings accounted for the largest value share within Serbian sanitary protection in 2018; a continuation of its performance over the review period. On the other hand, the biggest increase in value share was recorded by pantyliners, which clearly indicates that these products are growing in popularity amongst Serbian women.
Niva doo ranked seventh in Serbian sanitary protection in 2018 and combined with a relatively low sales base, combined with its products’ low process, led to it recording the highest current value growth in 2018. The good performance of sanitary protection overall allowed most producers in the country to record good results in 2018.
Similar to most tissue and hygiene products, television commercials were the most important marketing channel for sanitary protection. However, only the largest producers were able to afford these, as they remained fairly expensive, especially when utilising television channels with a nationwide presence.
There were two private label owners with significant value share within Serbian sanitary protection in 2018, and both of them recorded high current value growth rates; Idea and dm-Drogerie Markt. This led to a visible increase in the combined value share of private label.
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This industry report originates from Passport, our Tissue and Hygiene market research database.