Serbia

Cider is still very underdeveloped in Serbia and its low base allowed it to record healthy total volume growth rate in 2019. The improved distribution of these products also contributed to strong growth....

The illicit trade of spirits, particularly the popular rakija, continued to boom in Serbia in 2019, seriously jeopardising and lowering legal sales. Officials are starting to pay more attention to this and putting in more effort to mitigate the ...

Lockdown restrictions and declining disposable incomes due to the COVID-19 outbreak impacted sales of alcoholic drinks in Serbia in 2020. With the closure of hotels, restaurants and bars, the on-trade consumption of alcoholic drinks declined ...

Lager continued to dominate total volume sales of beer in Serbia in 2019. Its share declined slightly over the review period due to the growing popularity of craft beer and especially wheat beer (as several of the biggest brands such as Zajecarsko ...

Growing from a low base and finding its way to many new consumers thanks to better distribution, non-grape wine was the fastest-growing category in wine in Serbia during 2019. The most popular is blackberry wine, enjoying a strong reputation of being...

Heated tobacco products continued growing strongly in Serbia during 2019. British American Tobacco and Phillip Morris continued to invest heavily in promoting their products in Serbia. This is a relatively small country with a high smoking ...

In 2019, retail volume sales of cigarettes continued to decline, with the category having been on a downward trajectory for several years. It is believed that part of this volume decline was caused by consumers shifting to illicit fine cut tobacco as...

COVID-19 is not expected to have a significant impact on tobacco consumption in 2020. Non-essential retail outlets were forced to close during the lockdown to limit the spread of COVID-19, but this has had little impact on tobacco sales as ...

Cigars, cigarillos and smoking tobacco continued to be a small niche in 2019, with sales dwarfed by those of cigarettes. Retail volume growth in 2019 continued to be driven by fine cut tobacco in spite of the widespread illicit fine cut tobacco ...

Serbia’s economy will contract in 2020. Both domestic demand and exports will be severely impeded by the economic and social impact of the 2020 global COVID-19 pandemic across Europe and Serbia’s subsequent measures to contain the spread of the ...

Certain premium men’s grooming products performed very well in 2019, particularly premium men’s skin care and premium men’s bath and shower. These are among the most popular men’s grooming products, and their performance benefitted from increased ...

Deodorant sprays remained dominant in Serbia’s deodorants category in 2019. Sprays did lose value share as other categories demonstrated stronger growth, but this loss was slight. Sprays are considered the most convenient by the majority of Serbian ...

Premium skin care saw good results in 2019, evident in the fact that all three of the fastest growing skin care categories were premium segments. One of the major reasons for this was the improving general economic conditions, which motivated an ...

BB/CC creams was by far the most dynamic category within colour cosmetics in Serbia in 2019. This was because the category continued to grow from a very low base, as such products were new to the country and consumer awareness was still developing. ...

After traditional/standard/basic that led toothpaste by type, whitening was the second most popular type of toothpaste in Serbia in 2019. Additionally, the former lost share in 2019, while the latter gained share. In recent years toothpaste products ...

The COVID-19 outbreak, and its impact on consumer spending power, has resulted in many consumers shifting to mass offerings. This to some extent insulated categories such as mass beauty and personal care products from the impact of the crisis, but ...

A major trend evident within the bath and shower category in 2019 was the increasing popularity of products labelled as “sensitive” or “gentle on the skin”. Many such products were already available, but clearly aimed at babies and children; at the ...

It is deeply rooted in Serbian culture that women should have completely “hair-free” legs, and there is stigma surrounding failure to do so. This is a major positive factor underpinning demand for depilatories in Serbia, and is not expected to change...

One of the main trends within hair care in Serbia in 2019 was the introduction of new and innovative ingredients, particularly in the largest and most important category, standard shampoos. It was no longer enough for a shampoo to have a pleasant ...

Demand for sun care products is extremely seasonal, and during the winter months it is very difficult to find most of the products in this category. Advertising is also limited to the summer months, roughly to the period between May and October. ...