Sun Care in Serbia

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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