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Convenience and Quality Drive Home Care Sales
The home care market in Serbia demonstrated resilience in 2025, with 4% growth, driven by consumer demand for convenient and quality products, particularly in laundry care. With a median disposable income per household of RSD2.2 million, the relatively stable economic environment supported the demand for home care products. As the market is expected to continue growing at a current value CAGR of 4% to reach RSD2.98 billion by 2030, brands must adapt to the evolving retail landscape, where discounters and e-commerce are gaining traction. To succeed, businesses should focus on digital marketing, innovative product offerings and a strong online presence to cater to increasingly value-driven and health-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Serbia?
- Which are the leading brands in Home Care in Serbia?
- How are products distributed in Home Care in Serbia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Serbia
Convenience and Quality Drive Home Care Sales
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Convenience and Quality Drive Home Care Sales
Chart 2 Evolving Formats Driven by Convenience and Multifunctionality
Private Label Products Gain Traction among Value-Conscious Consumers
Chart 3 Value-Driven Private Labels Gaining Consumer Trust in Serbia’S Home Care Market
Health and Wellness Trend Reshapes Product Offerings and Consumer Preferences
Chart 4 Domestos Launches Power Foam with 99.99% Germ-Kill Technology for Health-Conscious Consumers
Chart 5 Value Sales 2020-2030
Chart 6 Volume Sales 2020-2030
Chart 7 Value Sales by Category 2025
Value-Driven Consumers Drive Growth through Affordability
Chart 8 Analyst Insight for Home Care
Laundry Care Holds Largest Shares, Dishwashing Drives Growth
Wellness and Sustainability Resonate with Consumers
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Supermarkets Lead Home Care Sales, Discounters Gain Traction
Retail E-Commerce Grows Steadily Driven by Convenience
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Serbia
Key Data Insights
Consumers Drive Growth with Premium and Affordable Options
Chart 21 Key Industry Trends for Air Care
Consumers Drive Growth with Premium and Affordable Options
Chart 22 Analyst Insight for Air Care
Private Label Gains Traction in Air Care
Wellness and Mood-Boosting Trends Drive Innovation
Chart 23 Mood-Boosting Aromatherapy Shapes Serbia’S Air Care Market
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Consumers Seek Value and Wellness in Air Care Products
Liquid Air Fresheners Drive Growth Amidst Wellness Trend
Regulatory Alignment and Technological Advancements Fuel Innovation
Chart 27 Forecast Value Sales 2020-2030
Chart 28 Forecast Value Sales by Category 2025-2030
Established Brands Maintain Dominance in Highly Concentrated Market
Divestiture to Reshape Competitive Dynamics in 2026
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Supermarkets Lead Air Care Sales through Wide Assortments
Retail E-Commerce Gains Traction with Convenience and Promotions
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real GDP Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Serbia
Key Data Insights
Shifting Consumer Preferences Impact Sales
Chart 39 Key Industry Trends for Bleach
Shifting Consumer Preferences Impact Sales
Mood-Boosting Trend Drives Consumer Preferences
Chart 40 Gentler Formulations Driving Health-Conscious Cleaning Choices in Bleach
Kalyon Ultra Laundry Bleach Capitalises on Mood-Boosting Trend
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Low-Cost Bleach Formats Sustain Category Growth
Product Innovations Attract Younger Consumers
Chart 43 Analyst Insight for Bleach
Sustainability Concerns Drive Consumer Choices
Chart 44 Forecast Value Sales 2020-2030
Fater Spa and Panonija Ad Dominate Market Share
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Supermarkets Maintain Lead, Discounters Grow
Retail E-Commerce Gradually Gains Traction with Convenience
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Serbia
Key Data Insights
Evolving Dishwashing Formats Drive Growth
Chart 55 Key Industry Trends for Dishwashing
Evolving Dishwashing Formats Drive Growth
Chart 56 Evolving Dishwashing Formats Driven by Convenience and Multifunctionality
Automatic Dishwashing Drives Growth with Multifunctionality
Sustainability Gains Traction among Eco-Conscious Consumers
Chart 57 Sustainability Shaping Eco-Conscious Choices in Dishwashing
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Consumers Drive Growth with Convenience-Focused Purchases
Chart 61 Analyst Insight for Dishwashing
Automatic Dishwashing to Leads Growth, Hand Dishwashing to Innovate
Price Sensitivity and Sustainability Shape Future Trends
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Henkel and Procter & Gamble Lead with Strategic Diversification
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Supermarkets and Hypermarkets Lead Retail Sales
Retail E-Commerce Gains Traction as Buyers Seek Convenience
Chart 66 Retail Channels 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Serbia
Key Data Insights
Safer Products Drive Sales Amidst Urban Challenges
Chart 74 Key Industry Trends for Home Insecticides
Safer Products Drive Sales Amidst Urban Challenges
Electric Insecticides Dominate the Market
Chart 75 Biokill Extra Brings Low-Toxic, Long-Lasting Insect Protection to Serbian Homes
Dasigo's Biokill Extra Sets a New Standard for Low-Toxicity Insecticides
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Home Insecticides Market to Maintain Growth, Driven by Climate Change
Chart 79 Analyst Insight for Home Insecticides
Electric Insecticides to Gain Traction with Health-Conscious Consumers
Private Label Expansion to Meet Demand for Affordable Options
Chart 80 Forecast Value Sales 2020-2030
Chart 81 Forecast Value Sales by Category 2025-2030
Raid Maintains Dominance with Strong Brand Trust and Innovation
Chart 82 Company Shares 2025
Chart 83 Brand Shares 2025
Modern Grocery Retailers Dominate Home Insecticides Sales
E-Commerce Growth Driven by Convenience and Product Variety
Chart 84 Retail Channels 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real GDP Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Serbia
Key Data Insights
Multifunctionality Drives Sales Amidst Market Fragmentation
Chart 92 Key Industry Trends for Laundry Care
Multifunctionality Drives Sales Amidst Market Fragmentation
Chart 93 Henkel Leverages Multifunctional Laundry Discs to Meet Convenience and Efficiency Demand in Serbia
Laundry Detergents Dominate, Fabric Softeners Show Dynamic Growth
Chart 94 Ariel and Lenor’S “Fresh Breeze of Greek Islands” Line Highlights Mood-Boosting Laundry Fragrances.
Mood-Boosting Ingredients Shape Innovation
Chart 95 Value Sales 2020-2030
Chart 96 Volume Sales 2020-2030
Chart 97 Value Sales by Category 2025
Premiumisation and Sustainability to Drive Long-Term Growth
Chart 98 Analyst Insight for Laundry Care
Laundry Detergents to Remain Largest Component
Innovation and Private Label to Drive Competitive Landscape
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Henkel and Beohemija Lead with Premium and Affordable Offerings
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Hypermarkets, Supermarkets and Discounters Drive Offline Sales with Broad Offerings
Retail E-Commerce Gains Traction with Convenience and Niche Products
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Serbia
Key Data Insights
Demand for Multifunctional Products Drives Growth
Chart 111 Key Industry Trends for Polishes
Demand for Multifunctional Products Drives Growth
Innovation Targeted Towards All-In-One Formats
Chart 112 Multifunctionality Driving Convenience and Value in Polish Category
Shoe Polish Dominates, Driven by Steady Demand
Chart 113 Value Sales 2020-2030
Chart 114 Volume Sales 2020-2030
Chart 115 Value Sales by Category 2025
Consumers Drive Demand for Multifunctional Polishes
Chart 116 Analyst Insight for Polishes
Shoe Polish Maintains Dominant Share
Health and Wellness Considerations Shape Innovation
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
SC Johnson & Son and Werner & Mertz Drive Market Share
Chart 119 Company Shares 2025
Chart 120 Brand Shares 2025
Supermarkets Lead Sales, Discounters Show Growth
Retail E-Commerce Remains Negligible Due to Low Unit Prices
Chart 121 Retail Channels 2020-2025
Chart 122 Economic Context for Polishes
Chart 123 Real GDP Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Polishes
Chart 126 Population 2020-2030
Chart 127 Consumer Expenditure 2020-2030
Chart 128 Population by Generation 2025
Surface Care in Serbia
Key Data Insights
Health and Wellness Trend Drives Growth in Surface Care
Chart 129 Key Industry Trends for Surface Care
Health and Wellness Trend Drives Growth in Surface Care
Chart 130 Domestos Launches Power Foam with 99.99% Germ-Kill Technology for Health-Conscious Consumers
Multi-Purpose Cleaners Dominate Surface Care Sales
Chart 131 Analyst Insight for Surface Care
Private Label Gains Traction in Surface Care
Chart 132 Value Sales 2020-2030
Chart 133 Volume Sales 2020-2030
Chart 134 Value Sales by Category 2025
Multi-Purpose Cleaners to Drive Growth
Private Label Products Gain Traction with Affordable Pricing
Health Awareness and Regulations to Drive Innovation
Chart 135 Forecast Value Sales 2020-2030
Chart 136 Forecast Value Sales by Category 2025-2030
Unilever and Henkel Lead with Established Brands and Strategies
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Supermarkets Lead Surface Care Sales, Discounters Gain Share
Retail E-Commerce Poised for Growth with Convenience
Chart 139 Retail Channels 2020-2025
Chart 140 Economic Context for Surface Care
Chart 141 Real GDP Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Surface Care
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Toilet Care in Serbia
Key Data Insights
Growth and Innovation Apparent in Both Premium and Affordable Markets
Chart 147 Key Industry Trends for Toilet Care
Growth and Innovation Apparent in Both Premium and Affordable Markets
Chart 148 Analyst Insight for Toilet Care
Denkmit’S Innovative Format Captures Serbian Consumers
Chart 149 Denkmit’S Plastic-Free Fruity Trio Redefines Toilet Fresheners
Private Label Gains Traction Amid Economic Uncertainty
Chart 150 Value Sales 2020-2030
Chart 151 Volume Sales 2020-2030
Chart 152 Value Sales by Category 2025
Shifting Consumer Preferences Drive Market Growth and Innovation
In-Cistern Devices Emerge as a Growth Driver
Private Label Growth and Multifunctionality Shape Future Landscape
Chart 153 Forecast Value Sales 2020-2030
Chart 154 Forecast Value Sales by Category 2025-2030
Henkel Srbija Doo Leads with Competitive Pricing and Wide Portfolio
Chart 155 Company Shares 2025
Chart 156 Brand Shares 2025
Discounters Drive Growth with Low-Priced Private Label Products
Retail E-Commerce Slowly Gains Traction with Urban Consumers
Chart 157 Retail Channels 2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real GDP Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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