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Soft Drinks in Serbia

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Serbia?
  • To what extent are health considerations impacting consumption of Soft Drinks in Serbia?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Serbia?
  • Which are the leading brands in Soft Drinks in Serbia?
  • What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
  • How are products distributed in Soft Drinks in Serbia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Serbia

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Serbia

KEY DATA FINDINGS

Bottled water is still in recovery mode post-pandemic
Still bottled water outperforms carbonated versions
Product upgrades and brand extensions in bottled water
Still bottled water to drive category growth
Consumers will seek value-for-money packaging formats
Purchasing power to remain weak in years ahead
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 34 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Serbia

KEY DATA FINDINGS

Serbia sees mild improvement as lifestyles return to normality
Coca-Cola HBS Serbia sees a significant volume share increase
Healthier living is shaking up consumption patterns
Carbonates faces muted growth in retail but promising rebound in on-trade
Health trend is to have a lasting impact
Competition from other soft drinks to negatively impact carbonates
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 49 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 50 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2017-2022
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2017-2022
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2022-2027
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Serbia

KEY DATA FINDINGS

Powder outperform liquid concentrates
Limited demand for liquid concentrates
Competitive landscape remains unchanged
Slowdown is on the horizon for concentrates
Powder concentrates to be driven by innovations
Soft drinks competition is big challenge for concentrates
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 66 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Serbia

KEY DATA FINDINGS

Price inflation drives up costs and unit prices
Juice benefits from return of social norms
Juice faces tough competition due to price and health factors
High-price climate will sustain price sensitivity
Health consciousness has mixed impact on juice category
Modern channel to grow at the expense of traditional stores
Table 81 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 82 Off-trade Sales of Juice by Category: Value 2017-2022
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 87 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Serbia

KEY DATA FINDINGS

Post-pandemic lifestyles driving sales
Foodservice poses threat to RTD coffee
Limited brand choice hampers growth potential
Price sensitivity will result in volume slowdown
Competition from regular coffee
Players expected to focus on other soft drinks categories
Table 93 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 94 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

RTD Tea in Serbia

KEY DATA FINDINGS

RTD tea sees healthy volume growth
Perceived health benefits are a boon to RTD tea category
Lower purchasing powder stifles growth potential
Rising cost of living will put stronger emphasis on price
Product developments will support category growth
Strong competition from other soft drinks
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 106 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Serbia

KEY DATA FINDINGS

Demand for energy drinks revives as lifestyles get back to normal
Limited health concerns regarding energy drinks
Price sensitivity shifts attention to economical brands and discounts
Indulgent consumption to drive retail volume sales
Consumers have limited health concerns regarding energy drinks
Price sensitivity will persist putting pressure on brand loyalty
Table 117 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 118 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Serbia

KEY DATA FINDINGS

Sports drinks is reinvigorated after the pandemic
Knjaz Milo continues to lead in sports drinks
Sports drinks attract a broader consumer base
Sports drinks face steady volume growth
Competition from other soft drinks
Limited brands on offer likely to hinder growth
Table 129 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 130 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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