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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Serbia

Mar 2019

US$2,650

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Executive Summary

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Tissue and hygiene continues to record stable performance in 2018

During 2018, tissue and hygiene in Serbia recorded stable current value growth, which was in line with its overall performance recorded during the review period. Certain categories such as paper towels, moist toilet wipes and napkins under retail grew from a low base and thus contributed to the good overall performance.

Limited number of new product launches as producers rely on other strategies

There were virtually no significant new product launches observed within tissue and hygiene during 2018. Producers looked to other strategies for attracting consumers, with one of the most important being to offer products at discounted prices.

Competition intensifies, private label lines gain in popularity

Most of the leading producers that were present in tissue and hygiene in 2018 witnessed positive value growth, linked to the market’s overall good performance. However, many of the highest-ranked manufacturers experienced marginal but visible decline in value share.

Modern grocery retailers continues to gain ground

As part of a wider and long-lasting modernisation trend that has been shaping the Serbian retailing landscape throughout the review period, modern grocery retailers continued to gain value share of distribution of tissue and hygiene in 2018. The biggest contributor to this growth was discounters, which notably increased the number of outlets, aided by German retailer Lidl’s entry during the second part of 2018 and thus became only the second discounter chain in the country.

Underdeveloped categories to continue growing strongly over forecast period

Many relatively small categories within overall tissue and hygiene are set to continue recording very high growth rates over the forecast period. This will help maintain the entire market dynamics and will ensure positive current value growth rates.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Serbia for free:

The Tissue and Hygiene in Serbia market research report includes:

Analysis of key supply-side and demand trends
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 Tissue and Hygiene in Serbia?
What are the major brands in Serbia?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

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Tissue and Hygiene in Serbia

EXECUTIVE SUMMARY

Tissue and hygiene continues to record stable performance in 2018

Limited number of new product launches as producers rely on other strategies

Competition intensifies, private label lines gain in popularity

Modern grocery retailers continues to gain ground

Underdeveloped categories to continue growing strongly over forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Serbia

HEADLINES

PROSPECTS

Improved general economic conditions result in positive performance of AFH

Increasing number of foreign tourists benefits sales

AFH wipers records fastest current value growth in 2018

COMPETITIVE LANDSCAPE

International producers continue to struggle to occupy better positions

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 24 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Serbia

HEADLINES

PROSPECTS

Disposable pants fails to meet high expectations

Demographic factors remain hampering factor

Standard nappies/diapers and new born nappies/diapers record best performance

COMPETITIVE LANDSCAPE

Private label lines grow strongly

Category leader records slowest value growth, but continues to dominate

Procter & Gamble displays greatest activity in terms of new product launches

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Serbia

HEADLINES

PROSPECTS

Embarrassment connected to need for retail adult incontinence remains

Moderate/heavy adult incontinence records stronger performance than light format

COMPETITIVE LANDSCAPE

Essity retains lead

Marketing activities remain scarce

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Serbia

HEADLINES

PROSPECTS

Good performance of paper towels continues, recycled toilet paper declines

Value share of toilet paper declines in 2018, but remains fairly high

No big changes in terms of distribution

COMPETITIVE LANDSCAPE

Private label owner Univerexport doo records highest value sales growth

No notable new launches observed in 2018, producers remain focused on discounts

Toilet paper remains most important for producers

CATEGORY DATA

Table 37 Retail Sales of Tissue by Category: Value 2013-2018
Table 38 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 40 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 41 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 42 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Serbia

HEADLINES

PROSPECTS

Slim/thin/ultra-thin towels without wings records strongest performance

Average unit price growth closely follows inflation rate

Slim/thin/ultra-thin towels with wings retains highest value share

COMPETITIVE LANDSCAPE

Domestic producer Niva doo records biggest increase in value sales

Television commercials remain the most important type of marketing

Popularity of private label lines continues to increase

CATEGORY DATA

Table 43 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 44 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Serbia

HEADLINES

PROSPECTS

Personal wipes close to saturation

Window/glass wipes and furniture polish wipes record highest growth in 2018

Modern grocery retailers gains in importance

COMPETITIVE LANDSCAPE

Stenago Srl notably gains value share in 2018

Wipes frequently offered by salespersons in kiosks and other retailing outlets

Private label continues to strengthen position

CATEGORY DATA

Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Serbia

HEADLINES

PROSPECTS

Regulations remain the same

Law on Public Procurements regulates suppliers of rx/reimbursement adult incontinence

CATEGORY DATA

Table 55 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 56 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 57 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 58 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Serbia

New Report Guarantee

Executive Summary

New Report Guarantee

Tissue and hygiene continues to record stable performance in 2018

Limited number of new product launches as producers rely on other strategies

Competition intensifies, private label lines gain in popularity

Modern grocery retailers continues to gain ground

Underdeveloped categories to continue growing strongly over forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in Serbia

EXECUTIVE SUMMARY

Tissue and hygiene continues to record stable performance in 2018

Limited number of new product launches as producers rely on other strategies

Competition intensifies, private label lines gain in popularity

Modern grocery retailers continues to gain ground

Underdeveloped categories to continue growing strongly over forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Serbia

HEADLINES

PROSPECTS

Improved general economic conditions result in positive performance of AFH

Increasing number of foreign tourists benefits sales

AFH wipers records fastest current value growth in 2018

COMPETITIVE LANDSCAPE

International producers continue to struggle to occupy better positions

CATEGORY DATA

Nappies/Diapers/Pants in Serbia

HEADLINES

PROSPECTS

Disposable pants fails to meet high expectations

Demographic factors remain hampering factor

Standard nappies/diapers and new born nappies/diapers record best performance

COMPETITIVE LANDSCAPE

Private label lines grow strongly

Category leader records slowest value growth, but continues to dominate

Procter & Gamble displays greatest activity in terms of new product launches

CATEGORY DATA

Retail Adult Incontinence in Serbia

HEADLINES

PROSPECTS

Embarrassment connected to need for retail adult incontinence remains

Moderate/heavy adult incontinence records stronger performance than light format

COMPETITIVE LANDSCAPE

Essity retains lead

Marketing activities remain scarce

CATEGORY DATA

Retail Tissue in Serbia

HEADLINES

PROSPECTS

Good performance of paper towels continues, recycled toilet paper declines

Value share of toilet paper declines in 2018, but remains fairly high

No big changes in terms of distribution

COMPETITIVE LANDSCAPE

Private label owner Univerexport doo records highest value sales growth

No notable new launches observed in 2018, producers remain focused on discounts

Toilet paper remains most important for producers

CATEGORY DATA

Sanitary Protection in Serbia

HEADLINES

PROSPECTS

Slim/thin/ultra-thin towels without wings records strongest performance

Average unit price growth closely follows inflation rate

Slim/thin/ultra-thin towels with wings retains highest value share

COMPETITIVE LANDSCAPE

Domestic producer Niva doo records biggest increase in value sales

Television commercials remain the most important type of marketing

Popularity of private label lines continues to increase

CATEGORY DATA

Wipes in Serbia

HEADLINES