Executive Summary

Mar 2019
PROSPECTS
Slim/thin/ultra-thin towels without wings records strongest performance

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.

Average unit price growth closely follows inflation rate

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 retains highest value share

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.

COMPETITIVE LANDSCAPE
Domestic producer Niva doo records biggest increase in value sales

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.

Television commercials remain the most important type of marketing

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.

Popularity of private label lines continues to increase

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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Sanitary Protection in Serbia

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Serbia?
  • What are the major brands in Serbia?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Serbia - Category analysis

HEADLINES

PROSPECTS

Slim/thin/ultra-thin towels without wings records strongest performance
Average unit price growth closely follows inflation rate
Slim/thin/ultra-thin towels with wings retains highest value share

COMPETITIVE LANDSCAPE

Domestic producer Niva doo records biggest increase in value sales
Television commercials remain the most important type of marketing
Popularity of private label lines continues to increase

CATEGORY DATA

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