Product Code: DPPRS
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable demand for essential sanitary protection products in 2021
Procter & Gamble retains convincing leadership of sanitary protection in 2021 with wide product portfolio
Private label continues to gain share, driven by lingering price sensitivity and greater trust in its quality
PROSPECTS AND OPPORTUNITIES
Stable demand for sanitary protection over forecast period with a further move away from standard towels
New product launches once economy stabilises and consumers are more prepared to trade up
Demographic factors to hinder stronger growth of sanitary protection
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable demand for nappies/diapers/pants but lingering price sensitivity favours private label
Modern distribution channels continue to gain share
Pampers retains overall dominance of the category in highly consolidated competitive landscape
PROSPECTS AND OPPORTUNITIES
Stable demand but declining birth rate will slow growth for new born nappies/diapers over forecast period
Convenience trend and greater mobility outside of the home to support stronger growth for disposable pants
Greater interest in skin-friendly products likely to influence new product development
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stable demand for retail adult incontinence during pandemic due to essential nature
Moderate/heavy adult incontinence retains overall dominance in 2021
Essity retains leadership of fairly consolidated competitive landscape with no incentive for private label to enter
PROSPECTS AND OPPORTUNITIES
Lack of innovation and greater access to rx products to slow volume growth
Moderate/heavy to remain dominant, with waning demand for light adult incontinence
Greater marketing activity needed to raise awareness of incontinence issues
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for rx/reimbursement adult incontinence remains unaffected by pandemic
No changes to legislation and eligibility
Ageing population supports increasing demand, gaining share from retail products
PROSPECTS AND OPPORTUNITIES
Further ageing of population to support stronger demand over the forecast period
Changes to legislation unlikely, but list of eligible recipients could expand
Rising average unit to drive up higher value growth than volume
CATEGORY DATA
Table 37 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 39 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened hygiene awareness continues to increase demand for home care wipes and floor cleaning systems
Modern grocery retailers continues to dominate sales of wipes in 2021
Niche brands enter with biodegradable options
PROSPECTS AND OPPORTUNITIES
Demand for home care wipes and floor cleaning systems to see further growth, addressing convenience trend
Mature baby wipes to remain relevant due to multifunctionality
Niche wipes to find an audience through greater distribution and visibility
CATEGORY DATA
Table 41 Retail Sales of Wipes by Category: Value 2016-2021
Table 42 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 43 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 44 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 45 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 46 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for retail tissue closer to pre-pandemic levels following the stockpiling of 2020
Facial tissues remains a positive performer due to heightened personal hygiene
Limited share difference between leading players, with Zewa continuing to follow discounting strategy to attract consumers
PROSPECTS AND OPPORTUNITIES
Stable demand for retail tissue over the forecast period, while e-commerce likely to gain further penetration as consumers appreciate convenience of home delivery
Private label offers potential for further expansion
Sustainability issues unlikely to be at forefront of product development but will offer a point of differentiation
CATEGORY DATA
Table 47 Retail Sales of Tissue by Category: Value 2016-2021
Table 48 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 49 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 50 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 51 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 52 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN SERBIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Only partial recovery for away-from-tissue following declines of 2020
Horeca remains important channel
Establishments typically select inexpensive and low-quality options for AFH tissue products
PROSPECTS AND OPPORTUNITIES
Full recovery predicted for away-from-home tissue, driven by AFH toilet paper
Price will remain most influential purchasing factor
Slower recovery for AFH paper towels with some horeca establishments considering electric hand dryers
CATEGORY DATA
Table 53 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 55 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 57 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 58 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
