Beauty and Personal Care in Serbia

May 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Serbia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Serbia?
  • Which are the leading brands in Serbia?
  • How are products distributed in Serbia?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Serbia

Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Baby and Child-Specific Products in Serbia

KEY DATA FINDINGS

Healthy value growth, as parents opt for quality
Beiersdorf retains commanding lead
Health and personal care stores lead
Modest value growth over forecast period
Consumers continue to be price sensitive
Increasing focus on greener offerings
Table 11 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

Bath and Shower in Serbia

KEY DATA FINDINGS

Marginal fall in volume sales
Beiersdorf holds on to tight lead
Supermarkets continue to lead distribution
Liquid soap registers highest value growth
Consumers continue to be price sensitive
Increasing focus on greener solutions
Table 21 Sales of Bath and Shower by Category: Value 2019-2024
Table 22 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 24 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 25 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 27 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

Colour Cosmetics in Serbia

KEY DATA FINDINGS

Healthy performance for colour cosmetics
Recently launched Italian brand Kiko goes from strength to strength
Continuing expansion of distribution through drugstores
Healthy growth over forecast period
Consumers continue to be price sensitive
Continuing innovation drives sales
Table 30 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2019-2024
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029

Deodorants in Serbia

KEY DATA FINDINGS

Roll-ons register highest value growth
Beiersdorf holds on to strong lead
E-commerce registers highest value growth
Continuing growth over forecast period
Consumers continue to be price sensitive
Focus on clean ingredients and effectiveness
Table 39 Sales of Deodorants by Category: Value 2019-2024
Table 40 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 42 NBO Company Shares of Deodorants: % Value 2020-2024
Table 43 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 45 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

Depilatories in Serbia

KEY DATA FINDINGS

Razors and blades register highest value growth
Bic continues to lead, but Wilkinson Swords gains most value share
Drugstores continue to account for most value sales
Fall in volume sales, due to continuing population decline
Focus on more natural ingredients
Continuing advancements in product offerings
Table 48 Sales of Depilatories by Category: Value 2019-2024
Table 49 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Depilatories: % Value 2020-2024
Table 51 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 52 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

Fragrances in Serbia

KEY DATA FINDINGS

Healthy performance for fragrances
Premium player Puig holds on to top spot
E-commerce increasingly important
Continued growth over forecast period
E-commerce continues to gain value share
Influence of new market entrants
Table 54 Sales of Fragrances by Category: Value 2019-2024
Table 55 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Fragrances: % Value 2020-2024
Table 57 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 60 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

Hair Care in Serbia

KEY DATA FINDINGS

Increasing range of products supports value growth
Henkel holds on to lead, closely followed by L’Oréal
E-commerce registers highest value growth
Stable growth over forecast period
Increasing skinification of hair care
Players adopt a more sustainable positioning
Table 62 Sales of Hair Care by Category: Value 2019-2024
Table 63 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 65 NBO Company Shares of Hair Care: % Value 2020-2024
Table 66 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 70 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

Men's Grooming in Serbia

KEY DATA FINDINGS

Men’s grooming expanding beyond basic hygiene and shaving
Sarantis narrows the gap with Procter & Gamble
Healthy value growth for e-commerce
Further stable growth over forecast period
Diversifying trends driven by demographics
A more natural positioning, as well as sensitive skin and multifunctionality key growth segments
Table 73 Sales of Men’s Grooming by Category: Value 2019-2024
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 77 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029

Oral Care in Serbia

KEY DATA FINDINGS

Healthy value growth for oral care in 2024
Colgate-Palmolive holds on to commanding lead
E-commerce registers highest value growth
Continuing stable growth over forecast period
Increasing demand for greener and more natural offerings
Continuing innovation to keep consumers engaged
Table 82 Sales of Oral Care by Category: Value 2019-2024
Table 83 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 84 Sales of Toothbrushes by Category: Value 2019-2024
Table 85 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 87 NBO Company Shares of Oral Care: % Value 2020-2024
Table 88 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 89 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 91 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

Skin Care in Serbia

KEY DATA FINDINGS

Healthy value growth for skin care in 2024
L'Oréal holds on to strong lead
Drugstores continue to be key distributors
Acne treatments register highest value growth
Players adopt a greener positioning
Skin care sees constant innovation
Table 93 Sales of Skin Care by Category: Value 2019-2024
Table 94 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 95 NBO Company Shares of Skin Care: % Value 2020-2024
Table 96 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 98 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

Sun Care in Serbia

KEY DATA FINDINGS

Very healthy value growth in 2024
Beiersdorf, with its Nivea brand, continues to hold strong lead
E-commerce sees significant growth
Healthy constant value growth over forecast period
Blurring of lines between skin care and sun care
Continuing innovation over forecast period
Table 100 Sales of Sun Care by Category: Value 2019-2024
Table 101 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
Table 103 NBO Company Shares of Sun Care: % Value 2020-2024
Table 104 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 106 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

Premium Beauty and Personal Care in Serbia

KEY DATA FINDINGS

Premium fragrances account for most value sales
L'Oréal holds on to strong lead and gains further value share
Social media key driver of value sales
Premium outperforms mass in terms of value growth
Growing competition from higher quality mass brands
Continuing innovation and frequent product launches
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

Mass Beauty and Personal Care in Serbia

KEY DATA FINDINGS

Lower value growth for mass than premium
L'Oréal holds on to lead and gains further value share
Price sensitivity gives boost to private label
Continuing lower value growth than premium
Consumers continue to be price sensitive
Continuing innovation keeps consumers engaged
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
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The following categories and subcategories are included:

Beauty and Personal Care

    • Baby and Child-specific Hair Care
    • Baby and Child-specific Skin Care
    • Baby and Child-specific Sun Care
    • Baby and Child-specific Toiletries
    • Baby Wipes
    • Medicated Baby and Child-specific Products
    • Nappy (Diaper) Rash Treatments
    • Bar Soap
    • Bath Additives
    • Body Powder
    • Body Wash/Shower Gel
    • Hand Sanitisers
      • Intimate Washes
      • Intimate Wipes
    • Liquid Soap
        • Premium Eye Liner/Pencil
        • Mass Eye Liner/Pencil
        • Premium Eye Shadow
        • Mass Eye Shadow
        • Premium Mascara
        • Mass Mascara
        • Premium Other Lash and Brow Make-Up
        • Mass Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Mass BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Mass Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Mass Foundation/Concealer
        • Premium Powder
        • Mass Powder
        • Premium Other Facial Make-Up
        • Mass Other Facial Make-Up
        • Premium Lip Gloss
        • Mass Lip Gloss
        • Premium Lip Liner/Pencil
        • Mass Lip Liner/Pencil
        • Premium Lipstick
        • Mass Lipstick
        • Premium Other Lip Products
        • Mass Other Lip Products
        • Premium Nail Polish
        • Mass Nail Polish
        • Premium Nail Treatments/Strengthener
        • Mass Nail Treatments/Strengthener
        • Premium Polish Remover
        • Mass Polish Remover
        • Premium Other Nail Products
        • Mass Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
      • Mass Colour Cosmetics Sets/Kits
    • Deodorant Creams
    • Deodorant Pumps
    • Deodorant Roll-Ons
    • Deodorant Sprays
    • Deodorant Sticks
    • Deodorant Wipes
    • Hair Removers/Bleaches
    • Women's Pre-Shave
    • Women's Razors and Blades
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • 2-in-1 Products
    • Colourants
    • Conditioners and Treatments
    • Hair Loss Treatments
    • Perms and Relaxants
    • Salon Professional Hair Care
      • Medicated Shampoos
      • Standard Shampoos
    • Styling Agents
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
        • Premium Men's Deodorants
        • Mass Men's Deodorants
        • Premium Men's Hair Care
        • Mass Men's Hair Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
      • Premium Men's Fragrances
      • Mass Men's Fragrances
    • Dental Floss
      • Denture Cleansers
      • Denture Fixatives
    • Mouth Fresheners
    • Mouthwashes/Dental Rinses
    • Tooth Whiteners
      • Manual Toothbrushes
          • Battery Toothbrush Replacement Heads
          • Battery Toothbrush Units
          • Electric Toothbrush Replacement Heads
          • Electric Toothbrush Units
    • Toothpaste
  • Oral Care Excl Power Toothbrushes
        • Premium Firming Body Care
        • Mass Firming Body Care
        • Premium General Purpose Body Care
        • Mass General Purpose Body Care
        • Premium Acne Treatments
        • Mass Acne Treatments
        • Premium Face Masks
        • Mass Face Masks
          • Premium Liquid/Cream/Gel/Bar Cleansers
          • Mass Liquid/Cream/Gel/Bar Cleansers
          • Premium Facial Cleansing Wipes
          • Mass Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Mass Basic Moisturisers
          • Premium Anti-Agers
          • Mass Anti-Agers
        • Premium Lip Care
        • Mass Lip Care
        • Premium Toners
        • Mass Toners
      • Premium Hand Care
      • Mass Hand Care
      • Premium Skin Care Sets/Kits
      • Mass Skin Care Sets/Kits
        • Premium Aftersun
        • Mass Aftersun
        • Premium Self-Tanning
        • Mass Self-Tanning
        • Premium Sun Protection
        • Mass Sun Protection
    • Baby and Child-specific Sun Care
    • Premium Baby and Child-specific Products
    • Premium Bath and Shower
        • Premium Eye Liner/Pencil
        • Premium Eye Shadow
        • Premium Mascara
        • Premium Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Premium Powder
        • Premium Other Facial Make-Up
        • Premium Lip Gloss
        • Premium Lip Liner/Pencil
        • Premium Lipstick
        • Premium Other Lip Products
        • Premium Nail Polish
        • Premium Nail Treatments/Strengthener
        • Premium Polish Remover
        • Premium Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
    • Premium Deodorants
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
    • Premium Hair Care
        • Premium Firming Body Care
        • Premium General Purpose Body Care
        • Premium Acne Treatments
        • Premium Face Masks
        • Premium Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Premium Anti-Agers
        • Premium Lip Care
        • Premium Liquid/Cream/Gel/Bar Cleansers
        • Premium Toners
      • Premium Hand Care
      • Premium Skin Care Sets/Kits
      • Premium Aftersun
      • Premium Self-Tanning
      • Premium Sun Protection
    • Prestige Baby and Child-specific Products
    • Prestige Bath and Shower
    • Prestige Colour Cosmetics
    • Prestige Deodorants
    • Prestige Fragrances
    • Prestige Hair Care
      • Prestige Body Care
      • Prestige Facial Care
      • Prestige Hand Care
      • Prestige Skin Care Sets/Kits
    • Prestige Adult Sun Care
    • Mass Baby and Child-specific Products
    • Mass Bath and Shower
        • Mass Eye Liner/Pencil
        • Mass Eye Shadow
        • Mass Mascara
        • Mass Other Lash and Brow Make-Up
        • Mass BB/CC Creams
        • Mass Blusher/Bronzer/Highlighter
        • Mass Foundation/Concealer
        • Mass Powder
        • Mass Other Facial Make-Up
        • Mass Lip Gloss
        • Mass Lip Liner/Pencil
        • Mass Lipstick
        • Mass Other Lip Products
        • Mass Nail Polish
        • Mass Nail Treatments/Strengthener
        • Mass Polish Remover
        • Mass Other Nail Products
      • Mass Colour Cosmetics Sets/Kits
    • Mass Deodorants
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • Mass Hair Care
        • Mass Firming Body Care
        • Mass General Purpose Body Care
        • Mass Acne Treatments
        • Mass Face Masks
        • Mass Facial Cleansing Wipes
          • Mass Basic Moisturisers
          • Mass Anti-Agers
        • Mass Lip Care
        • Mass Liquid/Cream/Gel/Bar Cleansers
        • Mass Toners
      • Mass Hand Care
      • Mass Skin Care Sets/Kits
      • Mass Aftersun
      • Mass Self-Tanning
      • Mass Sun Protection
    • Dermocosmetics Baby and Child-specific Products
    • Dermocosmetics Bath and Shower
    • Dermocosmetics Colour Cosmetics
    • Dermocosmetics Deodorants
    • Dermocosmetics Fragrances
    • Dermocosmetics Hair Care
      • Dermocosmetics Body Care
      • Dermocosmetics Facial Care
      • Dermocosmetics Hand Care
      • Dermocosmetics Skin Care Sets/Kits
    • Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.

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