There was a moderate increase in current value sales in bath and shower in Serbia in 2024. An easing of inflation boosted value sales, though volume growth fell marginally due to population decline. Despite inflation easing, consumers were still price sensitive, and there was increased demand for larger size offerings that sell at a lower price per unit. Body wash/shower gel was the most popular product in terms of value sales and there is a wide range of offerings available, including an increa

Deodorants registered healthy current value growth in Serbia in 2024. Easing inflation supported value sales, though volume growth was muted, as the population continued to decline. There is increasing segmentation within deodorants, such as for sensitive skin, intense activity, or specific fragrance preferences. Consumers also increasingly scrutinise the type of ingredients and increasingly look for easy to understand ingredients lists. There is a wide range of formats, including sticks, roll-o

Fragrances n Serbia was one of the best performing beauty and personal care products in Serbia in 2024, registering both healthy current value and volume growth. With inflation easing, consumers had slightly more money in their pockets to spend on fragrances. Mass fragrances continued to account for most values sales and within this space, there is growing demand for dupes, that is fragrances that mimic the scent of premium fragrances, but without directly copying trademarked names, logos, or pa

Skin care registered healthy current value growth in Serbia in 2024. Partly stemming from the pandemic, when consumers invested in premium skin care products as a form of self-care during lockdown, there has been a boom in skin care globally and in Serbia. This spans across mass as well as premium brands, with lower-priced brands quickly following trends instigated by first movers. Facial care accounted for most value sales and also registered the highest value growth, with an increasing array o

Sun care was the best performing beauty and personal care product in Serbia in 2024, registering both healthy current value and volume growth. A prolonged heat wave in the summer of 2024 supported this growth. Consumers are also more aware of the dangers of sunlight, both in terms of cancer and also ageing, and increasingly consumers are wearing sun care all year round, as opposed to just for the summer months. Sun protection accounted for most value sales and in particular facial sun care is po

Hair care registered healthy current value growth in Serbia in 2024, with a degree of premiumisation driving this growth. Consumers are willing to pay for more premium offerings that offer benefits such as repair, hydration and also contain natural oils. In addition, the product range is expanding, with offerings now including hair masks, as well as oils and serums. Styling products are also a growing segment. Colourants accounted for most value sales, as women in general do not like the appeara

The picture was generally positive for beauty and personal care in Serbia in 2024. With inflation easing, there was moderate current and constant value growth. Volume growth was more muted, as continuing population decline, due to high levels of emigration, dampened sales.

Oral care registered healthy current value and moderate volume growth in Serbia in 2024. People are becoming more aware of the importance of oral health and its connection to overall wellbeing, and this drove demand for oral care. The prevalence of dental problems like cavities, gum disease and bad breath has led to a greater focus on preventive care. Companies are also introducing advanced products, such as electric toothbrushes, whitening toothpaste, and mouthwashes with added benefits, appeal

Depilatories in Serbia registered moderate current value and volume growth in Serbia in 2024. Recent advancements in product formulations, including quick-acting creams and longer-lasting effects, have enhanced the overall user experience and satisfaction. Women's pre-shave remained the largest product in terms of value sales. However, this is largely due to its higher price than other offerings. However, it also registered the lowest value growth as with consumers continuing to be price sensiti

Colour cosmetics was one of the best performing beauty and personal care products in Serbia in 2024, registering both healthy current value and volume growth. Affordability, as well as continuing innovation, supported growth. In addition, influencers on social media are playing an increasing role in driving sales. This is across all age groups, including for consumers of over 60-years-of-age. Lip products accounted for most value sales and also registered the highest value growth. Lip products a

Men’s grooming registered positive current value and volume growth in Serbia in 2024. Men are becoming more conscious of personal hygiene, skincare, and overall appearance, and this drove demand for grooming products. Social media platforms like Instagram and TikTok, along with celebrity endorsements, have also inspired men to invest more in grooming products. As a result, companies are launching more products tailored to men's specific needs, such as beard care, anti-aging skin care, and hair s

Baby and child-specific products registered healthy current value growth in 2024 in Serbia. Parents are becoming more conscious of the importance of using gentle and safe products for their babies and are willing to invest in high-quality and premium baby care products to ensure the best for their children. As such, there was rising preference for chemical-free, organic, and hypoallergenic offerings.

Premium beauty and personal care in Serbia registered healthy current value growth in 2024. With inflation easing, this supported value growth. As such, consumers with higher disposable incomes were willing to invest in luxury beauty products for their perceived quality and effectiveness. Premium brands also continued to introduce advanced formulations, and also focused on sustainable packaging and more personalised options. Premium fragrances accounted for most value sales. Premium fragrances a

Mass beauty and personal care still accounted for significantly more value sales than premium in Serbia in 2024. Though inflation eased, after several years of price increases, consumers remained price sensitive, which supported value sales of mass beauty and personal care. Offerings are also continually innovating and are quick to pick up on trends and messaging that often first appears within premium products. This also drives demand. However, mass current value growth was lower than premium

The population of Serbia is predicted to decline by 11.1%, due to changes in net migration and natural change, standing at a total of 5.9 million citizens by 2040. By 2040, the largest cohort of people will be middle-aged (aged 45-64). The birth rate in Serbia is anticipated to drop between 2024 and 2040. Generational cohorts in Serbia will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Menstrual care registered healthy current value growth and more modest volume growth in Serbia in 2024. In spite of a declining population, volume sales grew, as consumers changed product such as pantyliners more frequently. The healthy value growth was supported by a degree of premiumisation.

Nappies/diapers/pants registered modest current value growth in Serbia in 2024, though volume sales fell, as a declining birth rate dampened volume sales. A degree of premiumisation boosted value sales, including increasing demand for greener offerings.

Tissue and hygiene registered modest current value and volume growth in 2024 in Serbia. While inflation eased, consumers continued to be price sensitive after several years of price hikes. In response, players offered frequent promotions and discounts to drive sales. Demographics also had an impact, with an ageing population driving growth of products such as adult incontinence, whereas volume sales fell for nappies/diapers/pants, due to a falling birth rate.

Wipes registered healthy current value growth in Serbia in 2024, though volume growth was more muted, but still positive. Value sales were also boosted due to increased prices.

Away-from-home tissue registered modest current value and volume growth in Serbia in 2024. Value sales were supported by increasing hygiene standards in the hospitality sector. AFH toilet paper accounted for most value sales. However, with hygiene standards growing, there are also more offerings of products such as AFH boxed facial tissue, which registered the highest volume growth in 2024.

Retail tissue in Serbia in 2024 registered healthy current value and volume growth. Retail tissue, and in particular toilet paper, is considered an essential product and is widely available across all retailers. Toilet paper continue to account for most value sales and also registered the highest value and volume growth. Volume growth was much more muted for other products.

Rx/reimbursement adult incontinence registered healthy current value and volume growth in Serbia in 2024, with an ageing population supporting growth. In addition, with consumer purchasing power under pressure, more users have sought medical prescriptions to help with the cost of adult incontinence.

Retail adult incontinence registered both healthy current value growth and also moderate volume growth in Serbia in 2024. An ageing population supported increased volume sales. There is also more awareness of incontinence, with a greater understand that pregnancy, as well as other conditions such as obesity and diabetes, can sometimes cause incontinence.

Given the cost of living pressures in Serbia, consumers were encouraged to be as economical as possible. Households chose to use dishwashers over hand dishwashing products leading to volume sales decline of the latter. This shift is especially visible among urban employed Serbians. Volume sales of hand dishwashing liquids are further challenged by maturity, as there is little opportunity for manufacturers and distributors to expand the consumer base for these products. Convenience trends stimula