Competitive Landscape
Procter & Gamble Drives Value Share Gains through Retail Innovation
Menstrual care in Serbia is highly concentrated, with Procter & Gamble Marketing & Services doo holding the leading position by value in 2025 with a 39% share, followed by DrenikND doo at 21% and Johnson & Johnson Inc at 17%. Together, these three companies account for over 77% of the retail value.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual 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.
If you're in the Menstrual 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 Menstrual 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 Menstrual Care in Serbia?
- Which are the leading brands in Menstrual Care in Serbia?
- How are products distributed in Menstrual 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Serbia - Category analysis
Key Data Insights
Brands Expand Affordable Offerings to Meet Price Sensitivity
Brands Expand Affordable Offerings to Meet Price Sensitivity
Leading Players Innovate with Comfort, Eco Features and Premiumisation
Retailers Leverage Private Label Products and Premium Features to Capture Shifting Consumer Behaviour
Private Label Offerings to Expand Assortment and Price Focus, Challenging Leading Brands
Pantyliners to Sustain Robust Growth as Towels Hold Largest Share
Innovation to Fuel Premium and Value Dynamics
Procter & Gamble Drives Value Share Gains through Retail Innovation
Private Label Products Drive Offline Sales as Shoppers Seek Lower Prices
Online Sales Lose Momentum as Consumers Return to Offline Stores
Tissue and Hygiene in Serbia - Industry Overview
Discounters Expand Private Label Offerings as Price Sensitivity Rises
Key Data Insights
Discounters Expand Private Label Offerings as Price Sensitivity Rises
Top International Brands Respond with Plastic-Free Wipes to Private Label Product Competition
Leading Players Promote Eco-Friendly Tissue with Natural Cellulose
Private Label and Discounter Strategies to Reshape Consumer Preferences
Retail Tissue to Maintain Lead as Adult Incontinence Accelerates
Innovation and Sustainability to Drive Competitive Responses to Price Pressure
Dreniknd Doo Strengthens Lead through Innovation and Broad Distribution
Retailers Drive Store Visits with Affordability as Shoppers Prioritise Price
E-Commerce Stalls as Shoppers Return to Stores for Essentials
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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 Menstrual Care research and analysis database.
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