Table of Content

Beauty and Personal Care in Serbia
Euromonitor International
June 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN SERBIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass cedes some ground to premium as consumer confidence levels improve
Easing of the pandemic situation spurs mass adult sun care while stabilising mass bath and shower
Strong brand portfolio and positive price/quality perception boost L’Or?al Balkan
PROSPECTS AND OPPORTUNITIES
Return to pre-pandemic lifestyles augurs well for use of mass beauty and personal care products
Manufacturers look to add a more premium sheen to mass brands to win over consumers
Modern retailing and economic concerns offer growth opportunities for private label
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Resumption of pre-pandemic work and social norms pique interest in premium items
Consumers benefit from economies during the pandemic to afford premium products in 2021
Discounts on premium fragrances stimulate sales
PROSPECTS AND OPPORTUNITIES
Economic recovery and improving offer and distribution to underpin positive performance
Retailing modernisation offers scope for ongoing discount strategies
Investments in new launches and marketing to gain and regain consumers
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Baby wipes dictates overall performance of baby and child-specific products in 2021
Players look to engage with consumers to build brand image and boost sales
Modern retailing development informs distribution shift
PROSPECTS AND OPPORTUNITIES
Demographic trends set to shrink potential consumer base and lower demand
Baby and child-specific skin care to benefit from improving offer and awareness of the need for specialist products
Players to shift their focus in search of growth opportunities
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Downturn but retail volume and value sales remain higher in 2021 due to robust awareness of hygiene and sanitation
Players continue to invest in social initiatives to build profile and consumer engagement and provide assistance
Focus on price promotions help Felce Azzurra to grow retail value share in 2021
PROSPECTS AND OPPORTUNITIES
Robust hygiene and sanitation trend to underpin positive performance
Modern retailing trend to spur interest in private label
Growth potential expected to see strong new product development in body wash/shower gel
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2016-2021
Table 34 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 36 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 37 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 39 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to pre-pandemic lifestyles spurs strong rebound in colour cosmetics
Eye shadow offers an oasis of beauty in the face of pandemic restrictions
Avon and dm-Drogerie Markt communicate their importance in colour cosmetics
PROSPECTS AND OPPORTUNITIES
More stable but healthy growth as players try to tap into key trends
Retailing modernisation to push private label to the fore
Modernisation in marketing as players try to leverage popularity of social networks
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
DEODORANTS IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to work, social and activity norms underpin rebound in deodorants
The spray format continues to benefit from perception of convenience and effectiveness
Natural trend influences new product development in deodorants
PROSPECTS AND OPPORTUNITIES
Higher-end alternatives to fragrances and emergence of private label may see some polarisation in demand
More natural and less harmful compositions to drive new product development
Higher marketing investment anticipated in support of new product launches
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2016-2021
Table 52 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 54 NBO Company Shares of Deodorants: % Value 2017-2021
Table 55 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Category performance improves as consumers resume more active lifestyles
Social media marketing focus for new Gillette Venus Sensitive line
Modern retailing trend and economic concerns create more space for private label
PROSPECTS AND OPPORTUNITIES
Shift to beauty salons expected to erode retail demand for depilatories
A wider and improving offer is set to boost the appeal of private label
Seasonality of demand to influence new product development and marketing investments
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2016-2021
Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 62 NBO Company Shares of Depilatories: % Value 2017-2021
Table 63 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 64 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reopening of society increases consumption occasions in 2021
Further development and growth of e-commerce although the preference for trying fragrances before purchasing maintains dominance of store-based retailing
Manufacturers continue to use discounts to lure consumers in a still tough economic environment
PROSPECTS AND OPPORTUNITIES
Gradual recovery as the economy improves and consumers return to pre-pandemic lifestyles
Premium products at mass prices likely to pique the interest of consumers
Renewed new product development to stand out from the crowd
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2016-2021
Table 67 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of Fragrances: % Value 2017-2021
Table 69 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Men’s Fragrances: % Value 2018-2021
Table 71 LBN Brand Shares of Premium Women’s Fragrances: % Value 2018-2021
Table 72 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong rebound from lacklustre 2020 performance as consumers return to work and social norms
Sarantis taps into trend for exotic ingredients with a new line of shampoos
Growing offer of value for money products continues private label’s upward share trajectory
PROSPECTS AND OPPORTUNITIES
2-in-1 products expected to spur growth with convenience and value for money positioning
Added-value properties and claims set to pique the interest of consumers
Modernisation to underpin retail channel shifts
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2016-2021
Table 75 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 77 NBO Company Shares of Hair Care: % Value 2017-2021
Table 78 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 82 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN’S GROOMING IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Men renew attention on personal grooming to push rebound in sales in 2021
Sustainability and social responsibility feed into company activity
Key players introduce new products to gain a competitive edge
PROSPECTS AND OPPORTUNITIES
Premiumisation trend expected to drive growth in men’s skin care
Widening offer and growing consumer trust augur well for private label in men’s grooming
Systems set to benefit from convenience, quality and effectiveness perceptions
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2016-2021
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 87 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2018-2021
Table 88 Sales of Men’s Skin Care by Type: % Value Breakdown 2018-2021
Table 89 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 91 LBN Brand Shares of Men’s Razors and Blades: % Value 2018-2021
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growing awareness of importance of oral health boosts sales across oral care in 2021
Return to pre-pandemic lifestyles renews interest in tooth whiteners and dental floss
Shift to more specific and added-value toothpastes
PROSPECTS AND OPPORTUNITIES
Positive performance in line with high oral care awareness
Brand loyalty set to remain high, but some space may open up for private label amid retail modernisation
More new product launches anticipated as the economy improves
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2016-2021
Table 95 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 96 Sales of Toothbrushes by Category: Value 2016-2021
Table 97 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 99 NBO Company Shares of Oral Care: % Value 2017-2021
Table 100 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 101 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 103 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return towards normality intensifies skin care routines and boosts sales
Growing offer and discounts boost popularity of Korean skin care
New launches fit with key ingredients and technology trends
PROSPECTS AND OPPORTUNITIES
Shift to premium segments as economic conditions improve and consumers show greater sophistication
Key new product development trends in 2021 set to retain currency
Shift in advertising focus to digital platforms
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2016-2021
Table 106 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 107 NBO Company Shares of Skin Care: % Value 2017-2021
Table 108 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sun care bounces back as consumers resume pre-pandemic lifestyles
Return to the beach stimulates new product development and marketing activity
New launches fit with the trend for products with health claims
PROSPECTS AND OPPORTUNITIES
Rising awareness of sun care and return to the beach to boost sales
Skin health set to dictate new product development
Lower brand loyalty and modern retailing trend offer space for private label
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 115 NBO Company Shares of Sun Care: % Value 2017-2021
Table 116 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 118 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026