+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)
New

Home Care in Serbia

  • PDF Icon

    Report

  • 54 Pages
  • February 2024
  • Region: Serbia
  • Euromonitor International
  • ID: 2870623
While retail value growth was double-digit in 2023, this was the result of rising inflation and heightened price points. As a result, while retail value growth was positive, retail volume growth struggled, recording a decline in most home care categories. Responding to the rising cost of living, consumers focused on necessary spending, reducing home care products viewed as unessential.

The Home Care in Serbia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?

  • Get a detailed picture of the Home Care 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

HOME CARE IN SERBIA
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumers focus on essentials, unwilling to pay more for added-value
  • Fabric softeners struggle as consumers focus on essential spending
  • Leading players focus on innovations as private label gains ground
PROSPECTS AND OPPORTUNITIES
  • Economising to remain as retail volume sales slowly recover
  • Convenience and sustainability shape product innovation in laundry care
  • Strong players are set to dominate sales through innovations and discounts
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Downward trend for hand dishwashing as convenience dampens sales
  • Consumers purchase goods on promotion while opting for larger pack sizes
  • New launches in automatic dishwashing despite lack of innovation in hand dishwashing
PROSPECTS AND OPPORTUNITIES
  • Automatic dishwashing drives growth, driven by the demand for convenience
  • Ongoing price sensitivity leads to discounts and promotions in store
  • Sustainability shapes product innovations, aligning with rising demands
CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 27 Sales of Dishwashing by Category: Value 2018-2023
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Brand loyalty declines as consumers shift focus to affordability
  • Multi-purpose cleaners remain the largest product area in surface care
  • A focus on disinfectants and efficacy shapes consumer purchasing decisions
PROSPECTS AND OPPORTUNITIES
  • Private label continues to expand across the early forecast period
  • Competition between products drives innovation and promotions
  • No major changes in the competitive environment across the forecast period
CATEGORY DATA
  • Table 33 Sales of Surface Care by Category: Value 2018-2023
  • Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
  • Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 39 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Retail volume sales decline as consumers reach for more sophisticated products
  • Competition from surface care products dampens sales of bleach
  • Retailers put less emphasis on bleach, challenging sales in 2023
PROSPECTS AND OPPORTUNITIES
  • Growing competition and declining availability shrinks sales of bleach
  • Some consumers view bleach as the most efficient product, driving sales
  • Concerns over safety and ecological credentials of bleach undermine demand
CATEGORY DATA
  • Table 41 Sales of Bleach: Value 2018-2023
  • Table 42 Sales of Bleach: % Value Growth 2018-2023
  • Table 43 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 44 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 45 Forecast Sales of Bleach: Value 2023-2028
  • Table 46 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Retail value growth driven by rising prices as retail volume sales struggle
  • Consumer attention shifts towards more sophisticated toilet care categories
  • Innovations focus on formula improvements and interesting scents
PROSPECTS AND OPPORTUNITIES
  • Retail volume sales recover; however, private label remains popular
  • Ecological sustainability to emerge as a major driver of demand in toilet care
  • Sales shift away from toilet liquids/foam and towards in-cistern products
CATEGORY DATA
  • Table 47 Sales of Toilet Care by Category: Value 2018-2023
  • Table 48 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 49 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 50 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 51 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Declining disposable incomes challenge sales, as consumers focus on essentials
  • Sales of shoe polish rise as some consumers return to work, wearing polished shoes
  • Leading players maintain their top positions with the widest distribution and assortments
PROSPECTS AND OPPORTUNITIES
  • Consumers continue economising, putting pressure on demand for polishes
  • Price stabilisation leads to positive retail volume growth for polishes
  • Rising competition from surface care dampens sales over the forecast period
CATEGORY DATA
  • Table 53 Sales of Polishes by Category: Value 2018-2023
  • Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 55 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Positive retail volume growth driven by widening assortments and variety
  • Car air fresheners record a retail volume decline as consumers place purchases on hold
  • Spray/aerosol air fresheners face rising competition from toilet care products
PROSPECTS AND OPPORTUNITIES
  • Electric air fresheners drive growth, offering a modern, sophisticated product
  • Private label set to gain ground with players focusing on improved quality
  • Innovations focus on scent extensions and products that improve mood
CATEGORY DATA
  • Table 59 Sales of Air Care by Category: Value 2018-2023
  • Table 60 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 61 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 62 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 63 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 64 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN SERBIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Retail volume declines as consumers reduce spending during 2023
  • Leading players face few threats to their strong positions due to consumer loyalty
  • Spray/aerosol home insecticides dominate as distribution focuses on modern channels
PROSPECTS AND OPPORTUNITIES
  • Ongoing retail decline as many consumers reduce the use of home insecticides
  • Leading players benefit from strong consumer loyalty in home insecticides
  • Modern grocery retailing leads as discounters continue to expand nationwide
CATEGORY DATA
  • Table 65 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 66 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 67 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 68 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 69 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028