Wipes in Serbia

PROSPECTS

Personal wipes close to saturation

Personal wipes recorded low positive current value growth in 2018, but this category is quickly approaching saturation. This is mostly due to the ongoing specialisation of wipes.

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

Window/glass wipes recorded the fastest current value growth rate within overall wipes in Serbia during 2018. This category is growing from a low base and also benefits from the fact that it is notably growing in popularity amongst Serbian consumers.

Modern grocery retailers gains in importance

In terms of channel distribution, the biggest increase in value share within wipes in Serbia during 2018 was by discounters. This was because Lidl arrived in Serbia in 2018 and more than doubled the number of outlets in discounters within the country.

COMPETITIVE LANDSCAPE

Stenago Srl notably gains value share in 2018

Stenago Srl witnessed the fastest current value sales increase within Serbian wipes in 2018, in addition to recording the highest value share gain. This was mostly due to the significantly improved distribution of the producer’s brands throughout the country, especially in the largest retailing chains, and also due to better marketing support.

Wipes frequently offered by salespersons in kiosks and other retailing outlets

An interesting trend was observed in 2018 – salespersons started offering products such as lighters, chewing gum and, most importantly in this context, wipes to consumers. This practice was limited to general purpose wipes in 2018, but it is expected to incorporate other wipes in the future.

Private label continues to strengthen position

Private label’s value share continued to grow in Serbian wipes in 2018, further strengthening its position throughout the review period. These products are growing in popularity due to relatively low prices, in addition to an improved quality reputation among consumers.

Files are delivered directly into your account within a few minutes of purchase.