After several years of negative performance, off-trade volume and off-trade value growth of overall soft drinks in Serbia recovered in 2017 and in 2018 the positive trend continued and even intensified. Among the best-performing categories of the market in 2018 were bottled water, RTD coffee, still purified bottled water and powder concentrates.
The main trend that shaped soft drinks in Serbia in 2018 was health and wellness. It affected energy drinks by slowing down its growth due to the fact that in 2018 numerous mass media reports talked about these products’ detrimental effect on one’s health, especially in the case of young people.
Apart from introducing the Fuze Tea brand within RTD tea to replace Nestea, Coca-Cola decided on some other noteworthy actions during 2018. In particular, the producer attempted to strengthen its position in still bottled water by launching Smartwater, while venturing for the first time into carbonated bottled water by introducing Römerquelle.
There were not many new product launches observed within soft drinks in Serbia during 2018. In some categories such as sports drinks and RTD coffee there were no new launches at all.
Soft drinks in Serbia is expected to see relatively good overall results in both off-trade volume and off-trade value terms over the forecast period, with the latter predicted to achieve somewhat higher growth. Sales growth will be fuelled by the expected further improvement of general economic indicators, as well as by the fact that in 2018 many soft drinks categories remained underdeveloped and with a lot of room for further increases in sales.
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This industry report originates from Passport, our Soft Drinks market research database.