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Bottled Water in Serbia

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    Report

  • 26 Pages
  • January 2026
  • Region: Serbia
  • Euromonitor International
  • ID: 1233523
Off-trade volume sales of bottled water maintained low positive growth in Serbia in 2025, at a slightly higher level compared to the previous year. Meanwhile, value sales show stronger growth, at a similar rate compared to the previous year, supported by high prices. This overall performance reflects baseline demand for bottled water.

This Bottled Water in Serbia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Carbonated Bottled Water, Flavoured Bottled Water, Functional Bottled Water, Still Bottled Water.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Bottled Water market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Volume sales see a slight increase, supported by baseline demand
INDUSTRY PERFORMANCE
  • Health trends support sales, while players attract consumers with discount-based promotions
  • Functional bottled water rises from a small base
WHAT’S NEXT?
  • Positive ongoing sales for bottled water, with busy lifestyles also supporting on-the-go demand
  • A wider range of functional and flavoured bottled water set to emerge over the forecast period
  • A growing presence of novelties is expected, as brands vie to stand out from the crowd
COMPETITIVE LANDSCAPE
  • Local producer Knjaz Milos maintains lead with global backing from PepsiCo
  • Private label benefits from affordable prices, while Heba leverages its health-positioning and sporting partnerships
CHANNELS
  • Convenience stores maintains its channel lead of bottled water, supported by ongoing outlet growth
  • Retail e-commerce sees the strongest growth, albeit from an emergent base
CATEGORY DATA
  • Table 1 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
  • Table 2 Off-trade Sales of Bottled Water by Category: Value 2020-2025
  • Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
  • Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
  • Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
  • Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
  • Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
  • Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
  • Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
  • Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
  • Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
COUNTRY REPORTSSOFT DRINKS IN SERBIA
EXECUTIVE SUMMARY
  • Sales remain impacted by economic instability, with volume sales remaining low
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Health and wellness trends influence demand for reduced sugar options
  • Busy lifestyles support demand for smaller format sizes to suit on-the-go consumption
  • Sustainability trends influence the growing use of recycled packaging materials
WHAT’S NEXT?
  • Volume sales expected to maintain low positive growth, driven by the most in-demand soft drinks
  • Price sensitivity will continue, with consumers seeking deals, discounts, and private label
  • Developments expected to focus on lower sugar and functional soft drinks, with flavour remaining important
COMPETITIVE LANDSCAPE
  • Coca-Cola maintains overall lead thanks to diverse brand portfolio, ongoing innovations, and strong distribution
  • Private label grows in demand, while lifestyle brand Oshee benefits from the popularity of sports drinks
CHANNELS
  • Convenience stores benefit from consumers’ demand for fast, efficient, small and frequent shopping
  • Retail e-commerce and discounters grow in demand, catering to convenience and affordability
  • Foodservice vs retail split
MARKET DATA
  • Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
  • Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
  • Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
  • Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
  • Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
  • Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
  • Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
  • Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
  • Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
  • Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
  • Table 23 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
  • Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
  • Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
  • Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
  • Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
  • Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
  • Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
  • Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
  • Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
  • Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
  • Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
  • Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
  • Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
  • Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
  • Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
  • Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
  • Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
  • Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
  • Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
  • Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
  • Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
  • Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources