Soft Drinks in Serbia

January 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Serbia?
  • To what extent are health considerations impacting consumption of Soft Drinks in Serbia?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Serbia?
  • Which are the leading brands in Soft Drinks in Serbia?
  • What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
  • How are products distributed in Soft Drinks in Serbia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Serbia

Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Serbia

KEY DATA FINDINGS

Rising health consciousness supports growth of bottled water in 2024
Private label growth as Serbians look for value for money
Innovation to attract consumers’ attention
Moderate growth as health consciousness encourages bottled water consumption
New products will cater to health-conscious consumers
The price has to be right
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 34 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029

Carbonates in Serbia

KEY DATA FINDINGS

Price increases and health concerns influence purchasing decisions in 2024
Little innovation in cola carbonates
New flavours and healthier options in non-cola carbonates
A brighter outlook as price increases slow
Innovation to capture consumers' attention
Leading companies to maintain their market positions
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 49 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 50 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029

Concentrates in Serbia

KEY DATA FINDINGS

Concentrates benefit from their lower prices in 2024
Cedevita maintains its lead; however, private label is on the rise
Atlantic BG doo introduces healthier Cedevita Vitamin Water
Slowed growth with rising competition from healthier and more convenient soft drinks
Rising competition from private label
Concentrates producers to focus on creating healthier options
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 66 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029

Juice in Serbia

KEY DATA FINDINGS

High prices and declining disposable incomes impact demand in 2024
Leading brands maintain their positions with the support of advertising and promotions
Little innovation in a mature market
Juice to benefit from its perception of being a healthy soft drink
Intense competition between leading brands and private label
Health and sustainability trends influence innovation
Table 81 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 82 Off-trade Sales of Juice by Category: Value 2019-2024
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029

RTD Coffee in Serbia

KEY DATA FINDINGS

Increased consumer awareness supports volume growth in 2024
Growing assortment of products captures consumer interest
Challenge of competition from coffee shops’ freshly-made RTD coffee
Low market maturity ensures further growth
More players and flavours
Increased competition and price sensitivity to drive price-based competition and frequent discounting
Table 93 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 94 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029

RTD Tea in Serbia

KEY DATA FINDINGS

RTD tea sales impacted by consumers prioritising essential products in 2024
Players focus on new flavours, packaging and healthier teas
Intensifying competition in 2024
Recovery in disposable income and slowed price growth will drive demand
Strong growth of reduced sugar alternatives
Intensifying competition
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 106 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029

Energy Drinks in Serbia

KEY DATA FINDINGS

Growth fuelled by rising popularity amongst younger consumers, discounts and an expanding assortment
Potential ban of the sale of energy drinks to minors
Larger sizes appeal with their lower cost per litre
Future growth supported by younger consumers, assortment expansion and promotions
The price has to be right to attract price-sensitive consumers
Innovation to drive consumer interest
Table 117 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 118 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029

Sports Drinks in Serbia

KEY DATA FINDINGS

Increasing product awareness and health consciousness drive growth in 2024
Aqua Viva maintains its dominance
Economic factors hampering volume sales growth
Rising health consciousness and sports participation drive further growth
Economising prevents higher growth
Assortment and competitor expansion
Table 129 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 130 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
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The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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