Table of Content

Tissue and Hygiene in Serbia
Euromonitor International
March 2024

List Of Contents And Tables

TISSUE AND HYGIENE IN SERBIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sanitary towels are most common option among Serbians
Procter & Gamble leads in menstrual care
Tampons gain appeal from small base
PROSPECTS AND OPPORTUNITIES
Consumers to remain price sensitive in initial years
Competition is expected to heat up
Conservative choices will drive sales of towels
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumption weakens in 2023
Price sensitivity drives the roll out of promotional offers and discounts
Disposable pants prove popular with urban parents
PROSPECTS AND OPPORTUNITIES
Nappies/diapers/pants faces steady growth prospects
Private label developments will tap into growing demand for affordable nappies/diapers/pants
Disposable pants offer strong growth opportunities
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail adult incontinence held back by this taboo issue
Light incontinence outshines other products
Essity’s Tena brand leads in Serbia
PROSPECTS AND OPPORTUNITIES
Positive outlook in volume terms
Growing consumer awareness to support category sales
Innovations expected in forecast period
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflationary conditions encourage Rx/reimbursement interest
Qualifying for Rx/reimbursements is a complex process
Stigma of incontinence prevents consumers from seeking doctor’s advice
PROSPECTS AND OPPORTUNITIES
Steady performance as public provisions continue
Economic downturn could bring change to government policies
Rising hygiene concerns to increase awareness of incontinence problems
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Prices rise amid inflationary pressures
Baby wipes grow despite declining birth rate
Price sensitivity stimulates price discounts
PROSPECTS AND OPPORTUNITIES
Moderate volume growth over forecast period
Price competition to remain strong
Home care wipes grow from a small base
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2018-2023
Table 42 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 44 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 45 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers focus on buying essential retail tissue products
Intense competition among brands and private label
Consumers trade down in toilet paper category
PROSPECTS AND OPPORTUNITIES
Volume sales expected to see recovery
Price sensitivity to impact Serbian consumers
Private label to gain share
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2018-2023
Table 48 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 49 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 50 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 51 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN SERBIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Post-pandemic lifestyles support category growth
Price increases drive value sales in AFH hygiene
High inflation and reduced consumer visits impinge on business investment of AFH tissue
PROSPECTS AND OPPORTUNITIES
Health care providers to remain leading buyers in AFH hygiene
Horeca performance bears strong influence on AFH tissue sales
Price pressure to be felt in AFH tissue
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028