COMPETITIVE LANDSCAPE
Local producer Knjaz Milos maintains lead with global backing from PepsiCo
Knjaz Milos ad, the representative of PepsiCo Inc in Serbia, maintained its leading place in 2025. The player offers its namesake Knjaz Miloš brand, which holds top brand place overall, alongside the Aqua Viva brand.
Private label benefits from affordable prices, while Heba leverages its health-positioning and sporting partnerships
Private label (combined) is showing the strongest volume growth, due to the rising popularity of these affordable options among price-sensitive consumers. Meanwhile, Heba ad (Nectar doo GBO) is also performing well, with its namesake Heba brand.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water 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.
If you're in the Bottled Water 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 Bottled Water 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 Bottled Water in Serbia?
- To what extent are health considerations impacting consumption of Bottled Water 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 Bottled Water in Serbia?
- Which are the leading brands in Bottled Water in Serbia?
- What potential exists for multinational or domestic soft drinks companies to expand in Serbia?
- How are products distributed in Bottled Water 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 Bottled Water?
- 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?
Bottled Water in Serbia - Category analysis
KEY DATA FINDINGS
Volume sales see a slight increase, supported by baseline demand
Health trends support sales, while players attract consumers with discount-based promotions
Functional bottled water rises from a small base
Positive ongoing sales for bottled water, with busy lifestyles also supporting on-the-go demand
A wider range of functional and flavoured bottled water set to emerge over the forecast period
A growing presence of novelties is expected, as brands vie to stand out from the crowd
Local producer Knjaz Milos maintains lead with global backing from PepsiCo
Private label benefits from affordable prices, while Heba leverages its health-positioning and sporting partnerships
Convenience stores maintains its channel lead of bottled water, supported by ongoing outlet growth
Retail e-commerce sees the strongest growth, albeit from an emergent base
Soft Drinks in Serbia - Industry Overview
Sales remain impacted by economic instability, with volume sales remaining low
KEY DATA FINDINGS
Health and wellness trends influence demand for reduced sugar options
Busy lifestyles support demand for smaller format sizes to suit on-the-go consumption
Sustainability trends influence the growing use of recycled packaging materials
Volume sales expected to maintain low positive growth, driven by the most in-demand soft drinks
Price sensitivity will continue, with consumers seeking deals, discounts, and private label
Developments expected to focus on lower sugar and functional soft drinks, with flavour remaining important
Coca-Cola maintains overall lead thanks to diverse brand portfolio, ongoing innovations, and strong distribution
Private label grows in demand, while lifestyle brand Oshee benefits from the popularity of sports drinks
Convenience stores benefit from consumers’ demand for fast, efficient, small and frequent shopping
Retail e-commerce and discounters grow in demand, catering to convenience and affordability
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bottled Water
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bottled Water research and analysis database.
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