Snacks in 2025: The big picture
The picture is expected to be generally positive for snacks in Serbia in 2025. While inflation remains an issue, there is expected to be moderate current and constant value growth. However, consumers remain price sensitive, and sales are support by frequent promotions and discounts. Private label also performs strongly, due to its affordable pricing. Volume growth is also expected to be more muted, due to continuing population decline
Key trends in 2025
Fast-paced lifestyles fuel demand for on-the-go snacks, with single-serve packaging, resealable formats, and convenient multipacks gaining popularity. Vending machines, convenience stores, and impulse spaces in supermarkets, such as at checkouts, continue to expand snack selections to meet rising demand.
Competitive Landscape
Snacks in Serbia is highly competitive, with both local and international brands vying for consumer attention. Leading Serbian snack producers, such as ice cream producer Frikom ad, sweet biscuit manufacturer Bambi Banat ad, and chocolate confectionery producer Pionir doo, maintain strong positions due to their brand heritage, product quality, and widespread distribution. At the same time, discounters are increasing their private-label snack offerings, providing affordable alternatives to branded products.
Channel developments
Small local grocers continue to lead distribution of snacks inn 2025. For those snacks that are often an impulse buy, such as sugar confectionery, ice cream and savoury snacks, the convenience of the small local grocer supports value sales. In addition, the small local grocery is a key distribution channel in more rural areas of Serbia, where modern grocery retailers have less penetration. However, the channel has lost significant value share over the review period, as modern grocery retailers continue to open new outlets across Serbia. In 2025, discounters are the fastest growing physical channel, driven by demand for affordable snacking options. Lidl, in particular is responsible for this growth. It opened its first outlets in 2018, and is still opening new outlets, with consumers appreciating its affordable and high-quality private label offerings.
What next for snacks?
There will be positive constant value and volume growth over the forecast period, with inflation likely to fall. However, there are uncertainties, including the possibility of global trade war.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Serbia?
- Which are the leading brands in Snacks in Serbia?
- How are products distributed in Snacks in Serbia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Serbia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Serbia
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Serbia
KEY DATA FINDINGS
Fall in volume sales, due to hefty price rises
Mondelez holds on to commanding lead
Supermarkets lead distribution, but e-commerce gains most value share
Recovery in volume sales, as prices stabilise
Healthier and more sustainable focus over forecast period
Global trends also influence local consumers
Gum in Serbia
KEY DATA FINDINGS
Fall in volume sales
Wrigley Jr continues to have near monopoly
Supermarkets lead distribution
Increase in volume sales over forecast period
Gums with a healthier positioning drive sales
Price key driver of value sales
Sugar Confectionery in Serbia
KEY DATA FINDINGS
Positive performance in 2025
Pionir holds on to top spot, but Ferrero gains most value share
Small local grocers lead distribution
Stable growth over forecast period
More focus on healthier positioning
Digital space increasingly important
Ice Cream in Serbia
KEY DATA FINDINGS
Healthy volume growth in 2025
Frikom still dominates, but loses value share
Small local grocers continue to lead distribution
Ice cream best performing snack over forecast period
Flavour key area of differentiation
Growth in plant-based ice cream, though still niche
Savoury Snacks in Serbia
KEY DATA FINDINGS
Positive performance in 2025
Local company Jaffa gains most value share, due to launch of healthier range of TAC savoury biscuits
Small local grocers continue to lead distribution
Positive outlook over forecast period
Increasing demand for savoury snacks with a healthier positioning
Retail modernisation augurs well for private label development
Sweet Biscuits, Snack Bars and Fruit Snacks in Serbia
KEY DATA FINDINGS
Protein/energy bars register highest value growth
Vitalia Nikola benefits from its healthier positioning
Supermarkets continue to lead distribution
Positive outlook over forecast period
Focus on a healthier positioning
Space also for indulgence
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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