The distribution of sports drinks through mainstream channels such as supermarkets, hypermarkets and convenience stores improved in 2018, as all of these channels saw their volume share go up. The situation is a bit different with the leading channel, independent small grocers, as it declined in 2018 due to a wider retailing modernisation trend.
Sports drinks recorded another good year in terms of both off-trade volume and off-trade value sales. The main reason for this is the growing consumer base.
Serbian consumers are increasingly taking care of their health. This is evident in changes regarding eating habits, as well as in putting more emphasis on physical activity.
Knjaz Milos is the absolute leader of sports drinks in Serbia. In 2018 the producer saw its value sales further increasing thanks to its strong brands, good distribution and vastly better marketing support for its brands than the competition.
There were no new product launches recorded within sports drinks in Serbia during 2018. Instead, producers were orientated towards other activities to attract consumers, and the most important of these activities was improving distribution and marketing.
In 2018, there were no private label lines within Serbian sports drinks. There were also no indications that some retailers might decide for such a move over the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Serbia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.