Executive Summary

Jun 2019
PROSPECTS
Sun protection continues to dominate sun care

Sun protection products remained by far the most popular within sun care in Serbia in 2018. The category accounted for over three quarters of value sales, which was only slightly lower than its share at the beginning of the review period.

Baby and child-specific sun care remains fairly insignificant

Baby and child-specific sun care products were not very popular amongst Serbian consumers in 2018. One reason for this is the relatively limited offer of these products, but more important is the fact that most parents choose not to expose their children to the sun at all, rather than using sun care products.

The offer of sun care products is highly seasonal

Sun care products are advertised and readily available in many different types of retail outlets during the summer months, especially between June and September, when most Serbians go on holiday to the seaside. However, during the winter months it is very difficult to find these products at all.

COMPETITIVE LANDSCAPE
dm-Drogerie Markt records a strong value increase

Retailer and private label owner dm-Drogerie Markt saw one of the best performances in terms of value sales growth within sun care in Serbia in 2018. dm notably improved its offer of sun care products in 2017 and 2018, and this obviously had a positive effect on its sales.

Marketing activities are limited to the summer months

The advertising of sun care products in Serbia is limited to the times of the year when demand for these products peaks – the summer months between June and September. The most effective marketing channel is television commercials, but only the leading two or three producers can afford to use this channel due to its high cost.

The category leader is the most active in terms of new launches

When it came to new product launches, category leader Beiersdorf (Serbia) was the most active during 2018. In fact, this producer introduced new products just before the season started, in May 2018, when it launched Nivea Sun UV Anti-Age, Nivea Sun UV Anti-Pigment, as well as new Nivea Sun Protect & Bronze in spray format, all within sun protection.

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Sun Care in Serbia

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Overview

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

The Sun Care in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Sun Care in Serbia?
  • What are the major brands in Serbia?
  • What is the most common sun protection factor?
  • How are sales of self-tanners performing?

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 Beauty and Personal Care market research database.

Sun Care in Serbia - Category analysis

HEADLINES

PROSPECTS

Sun protection continues to dominate sun care
Baby and child-specific sun care remains fairly insignificant
The offer of sun care products is highly seasonal

COMPETITIVE LANDSCAPE

dm-Drogerie Markt records a strong value increase
Marketing activities are limited to the summer months
The category leader is the most active in terms of new launches

CATEGORY DATA

Table 1 Sales of Sun Care by Category: Value 2013-2018
Table 2 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 3 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Sun Care: % Value 2014-2018
Table 5 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 7 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 8 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Serbia - Industry Overview

EXECUTIVE SUMMARY

Continued steady growth for beauty and personal care
New ingredients and convenience are important new product developments
Many smaller players gain share, but the leading three producers also increase
Many premium products are frequently offered at discounted prices
Accelerated growth is anticipated for the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources