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Home care in Serbia experienced a positive boost in 2020 due to COVID-19. Whilst some categories saw slowed growth due to the pandemic, including polishes and home insecticides, as consumers prioritised products that they considered to be more essential as a result of the economic impact of the pandemic and the tightening of purse strings, the most important categories saw accelerated growth during the year. Sales of surface care, toilet care and dishwashing, for instance, benefited from consume...
Euromonitor International's Home Care in Serbia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Home Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Shift to e-commerce due to COVID-19 in 2020
Leader Henkel donates products to help consumers during COVID-19 quarantine
Private label growth due to improved consumer trust and lower prices
RECOVERY AND OPPORTUNITIES
Slower growth following artificial boost in 2020
Consumers more open to trying new product types
Ongoing shift from powder to liquid and tablet formats
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Improved performance in 2020 with more consumers at home due to COVID-19
Skin-friendly products see rising awareness and popularity, eco products lag behind
Multinationals hold the top spots in dishwashing
RECOVERY AND OPPORTUNITIES
Future decline as demand returns to normal from 2021
New products expected from 2021
Growth of private label with the modernisation of retailing
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth driven by increased hygiene-consciousness in 2020
Product specialisation trend impacts multi-purpose cleaners
'Responsible' Unilever donates products in a bid to help the fight against COVID-19
RECOVERY AND OPPORTUNITIES
Growth of modern retail and e-commerce anticipated
Consumers expected to increasingly turn to task-specific products
Growing interest in products perceived as natural or green
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Elevated hygiene-consciousness due to COVID-19 benefits bleach in 2020
Diminishing consumer base and environmental concerns impact bleach
Procter & Gamble is the clear leader with its Ace brand
RECOVERY AND OPPORTUNITIES
Producers not expected to invest in the development and promotion of 'unimportant' bleach
Private label growth amongst more price-sensitive consumers
Increased concerns about the environmental impact of bleach
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
More time at home and elevated hygiene-consciousness due to COVID-19 boost sales in 2020
Convenience, efficiency and scent drive sales in toilet care
Henkel receives state grant to expand production in 2020
RECOVERY AND OPPORTUNITIES
Slowed growth in 2021 as demand normalises
Private label gain with the expansion of large retailing chains
Rim liquids to benefit from their convenience and effectiveness
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Slowed growth as consumers reduce purchases of non-essential items in 2020
Distribution shift, with growth of discounters and e-commerce
SC Johnson & Son leads but faces growing competition
RECOVERY AND OPPORTUNITIES
Without retailer investment, private label is set to remain insignificant
Retail modernisation and e-commerce to continue influencing sales of polishes
New product development expected as economy stabilises
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Slowed growth in 2020 as consumers reduce purchases of non-essential items
Spray/aerosol air fresheners remains the leading air care category
SC Johnson & Son leads, remaining active with advertising
RECOVERY AND OPPORTUNITIES
Slowed growth as more consumers choose "natural" products
Retail modernisation and growth of e-commerce
Increased trust in the quality of private label products
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Air Care: % Value 2016-2020 Table 60 LBN Brand Shares of Air Care: % Value 2017-2020 Table 61 Forecast Sales of Air Care by Category: Value 2020-2025 Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Non-essential nature of home insecticides impacts sales in 2020
Promoted and effective electric insecticides see the best performance
SC Johnson & Son maintains its lead with its high level of consumer recognition
RECOVERY AND OPPORTUNITIES
Investment in private label not expected for this small category
Modern channels and e-commerce to record future growth
Health concerns increasingly important in home insecticides
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2015-2020 Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025