New Report Available: Laundry Care in Serbia

The largest category in laundry care in Serbia, namely powder detergents, performed exceptionally poorly in 2015, seeing a 5% decline in current value sales. There were several reasons behind this decline, with the most important being the prevailing economic conditions in the country. The Serbian Government introduced austerity measures at the end of 2014 and this negatively impacted many categories in 2015, including powder detergents. These products constitute an important part of the monthly expenses for Serbian households and consumers looked to use less detergent in washing their clothes, in order to alleviate the pressure on their budgets.

Competitive Landscape

Henkel Srbija doo leads laundry care in Serbia, accounting for a retail value sales share of 34% in 2015. The company benefits from the fact that it purchased a major domestic producer and retained some of its brands. Furthermore, excellent distribution, as well as very strong marketing support, contribute to the company’s strong leading position in the category. Procter & Gamble Co and the domestic player Beohemija doo followed on respective retail value sales shares of 20% and 18% in 2015.

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Industry Prospects

Standard powder detergents is expected to see an ongoing decline in popularity over the forecast period, as consumers slowly migrate towards concentrated powder detergents. Consumers will increasingly opt for concentrated products, due to the convenience they offer, and manufacturers are likely to respond to this by launching more new brands and products in concentrated powder detergents over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Serbia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Serbia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Laundry Care in Serbia?
* What are the major brands in Serbia?
* What is the performance of concentrated liquid detergents?
* What are the main new products developments in the laundry aids area?



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