Beauty and Personal Care in Serbia
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Consumers show reluctance to spend on premium products due to the economic impact of COVID-19
Mass beauty and personal care sees overall decline driven by consumers avoiding non-essential purchases
E-commerce and expanding retail chains benefit the most from the COVID-19 lockdown
RECOVERY AND OPPORTUNITIES
Strong rebound expected for mass beauty and personal care 2021 as COVID-19 social restrictions ease
Slowing purchases of hand soap products lead to projected decline in mass bath and shower in 2021
Consumers' reduced spending power and the expansion of retail chains will support the growth of private label
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Overall decline witnessed in premium beauty and personal care as consumers rein in their spending or trade down due to the uncertain economic impact of COVID-19
A lack of advertising and less social interaction reduce purchases of premium beauty and personal care
E-commerce and modern retail outlets benefit the most from the COVID-19 lockdown
RECOVERY AND OPPORTUNITIES
Purchases of premium products expected to rebound in 2021 and maintain strong growth rates as life returns to normal post-COVID-19
Discounts and new launches are expected in the forecast period to entice greater consumption of premium beauty and personal care products
Ongoing modernisation of retailing will continue to shape consumer behaviour towards e-commerce and modern retail channels
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Concerns over the financial impact of COVID-19 cause many parents to cut spending on non-essential baby and child-specific product categories
Beiersdorf donates funds and products to help those working on the COVID-19 frontline
Traditional grocery retailers continues to lose out to modern retailers whose larger physical spaces assure customers of adequate distancing
RECOVERY AND OPPORTUNITIES
Recovery expected in 2021 as parents begin to return to their normal spending patterns with regard to baby and child-specific products
Private label likely to remain insignificant but may witness increasing demand due to consumers' economic worries
Falling birth rates and reduced spending power will cause stagnation in baby and child-specific products over the forecast period
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bath and shower witnesses strong growth as COVID-19 leads to surging demand for bar and liquid soap
Henkel strengthens its leading position in bath and shower as bar soap sales soar and the company supports community COVID-19 relief action
E-commerce enjoys the fastest growth in 2020 as consumers find online purchasing safer
RECOVERY AND OPPORTUNITIES
Overall decline projected for bath and shower due to normalisation in bar and liquid soap
Private label expected to gain further ground supported by the expansion of modern retail and consumers looking to economise
E-commerce growth prospects will be supported by retailers' improved online logistics
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2015-2020
Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The majority of colour cosmetics categories suffer significant decline in 2020 with much reduced socialising rendering make-up unnecessary
Only eye shadow sees positive growth as mask wearers can express their individuality
E-commerce is the best performing channel as consumers shift towards online purchasing to avoid leaving their homes
RECOVERY AND OPPORTUNITIES
Recovery expected in as 2021 as social interaction and activities outside the home resume
Reduced consumer purchasing power expected to underlie the development of more private label lines of colour cosmetics
Continued shift in distribution of colour cosmetics forecast due to the ongoing modernisation of retailing
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand for deodorants reduces as a result of lockdown restrictions
Unilever donates products to support efforts in the fight against COVID-19
E-commerce benefits from consumers' increasing preference for purchasing online
RECOVERY AND OPPORTUNITIES
Demand for deodorants set to recover as pandemic restrictions ease
Deodorant sprays expected to remain the most popular format
New product developments and increased marketing activities expected in the forecast period
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020
Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 54 NBO Company Shares of Deodorants: % Value 2016-2020
Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 59 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More time spent at home and COVID-19-related financial concerns cause significant decline in depilatories in 2020
Procter & Gamble donates funds and products to support efforts in the fight against COVID-19
Consumers are increasingly drawn to private label due to its cheaper prices for the perceived same offerings as branded products
RECOVERY AND OPPORTUNITIES
Ongoing decline forecast for depilatories as beauty salons pose competition
Continued modernisation of retail will see sales of depilatories shift further to modern retailers and e-commerce in the forecast period
Innovation and marketing activities likely to resume
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020
Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 62 NBO Company Shares of Depilatories: % Value 2016-2020
Table 63 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 64 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Fragrances suffers significant decline in 2020 being considered non-essential while consumers stay at home
E-commerce gains further traction as consumers increasingly shop online from home
Manufacturers offer more discounts in 2020 as consumers face economic difficulties
RECOVERY AND OPPORTUNITIES
Reduced consumer confidence and spending power will delay the recovery of fragrances
Serbian consumers likely to remain loyal to brands, preventing private label from emerging
Online retailing expected to gain more attention from manufacturers and retailers
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2015-2020
Table 67 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 68 NBO Company Shares of Fragrances: % Value 2016-2020
Table 69 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 72 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown restrictions and reduced spending power impact sales of hair care in 2020
Companies donate funds and products to charities and frontline institutions to provide support in the fight against COVID-19
Sarantis stands out as an exception as most players put new launches on hold
RECOVERY AND OPPORTUNITIES
Positive recovery expected for hair care as the pandemic comes to an end
E-commerce set to gain further ground and the majority of consumers to maintain their preference for more economical products
Producers will address consumer demand for added value by reinvigorating investment in new product development and marketing
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2015-2020
Table 75 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 77 NBO Company Shares of Hair Care: % Value 2016-2020
Table 78 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 82 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Reduced demand for non-essential products and trading down cause sales of men's grooming to decline in 2020
Constrained purchasing power causes premium ranges to decline sharply
Private label gains further ground as consumers trade down and modern retailing expands
RECOVERY AND OPPORTUNITIES
Recovery forecast for men's grooming from 2021 onwards although men's fragrances will struggle
Private label expected to gain further ground in men's grooming as consumers seek value for money and perceive little difference from brands
Premium men's skin care expected to achieve the strongest growth in line with the general forecast trend towards premium skin care
CATEGORY DATA
Table 85 Sales of Men's Grooming by Category: Value 2015-2020
Table 86 Sales of Men's Grooming by Category: % Value Growth 2015-2020
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 89 NBO Company Shares of Men's Grooming: % Value 2016-2020
Table 90 LBN Brand Shares of Men's Grooming: % Value 2017-2020
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 92 Forecast Sales of Men's Grooming by Category: Value 2020-2025
Table 93 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The decline in oral care in 2020 due to COVID-19 is minimal due to the essential nature of the products
Power toothbrushes continue to gain popularity as the pandemic focuses consumers' minds on health and hygiene issues
Colgate-Palmolive's active product development and marketing focus on sustainability and increasing the awareness of the importance of oral hygiene
RECOVERY AND OPPORTUNITIES
Swift recovery expected for oral care as consumers are more aware of the importance of oral health following the COVID-19 pandemic
E-commerce set to gain ground in oral care due to retailers improving their logistics and consumers shopping online more
The types of toothpaste consumers buy will shift away from those that are traditional/standard/basic
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2015-2020
Table 95 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 96 Sales of Toothbrushes by Category: Value 2015-2020
Table 97 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 99 NBO Company Shares of Oral Care: % Value 2016-2020
Table 100 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Skin care sees slowing growth but COVID-19 does not cause decline as consumers consider skin care an important part of beauty and personal care
Premium skin care is impacted the most by COVID-19 as consumers face financial worries
Stockpiling is minimal as the majority of products remain available in grocery retailers
RECOVERY AND OPPORTUNITIES
Return to higher growth rates expected from 2021 supported by recovery in premium ranges
Consumers' economic concerns may provide an opening for the emergence of private label
Korean skin care, organic brands and recyclable packaging likely to gain more attention in the forecast period
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2015-2020
Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 107 NBO Company Shares of Skin Care: % Value 2016-2020
Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 110 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sun care suffers steep decline in 2020 as consumers cease purchases as a result of reduced spending power and lockdown restrictions
E-commerce gains ground as consumers minimise store visits while drugstores/parapharmacies remains the biggest channel for its prices and quality
Beiersdorf launches new Nivea sun care products despite the pandemic bringing travel to a halt
RECOVERY AND OPPORTUNITIES
Significant growth expected in 2021 as demand normalises
New launches and increased marketing expected as travel resumes post-pandemic
Brands expected to take account of the increased consumer focus on the ingredients of products they use on their skin
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2015-2020
Table 113 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 115 NBO Company Shares of Sun Care: % Value 2016-2020
Table 116 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 118 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 120 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025