Nappies/diapers/pants in 2025 experienced minimal retail volume growth, with sales increasing by just 0.1% to reach 97.6 million units. This flat performance stands in stark contrast to neighbouring countries in Eastern Europe, where some experienced stronger volume recoveries post-pandemic. Price increases played a far greater role in driving value growth, with retail value sales rising 5% to BAM52.4 million, underpinned by persistent inflation and a challenging economic climate. Bosnia and Her

Retail adult incontinence in 2025 saw solid value growth, primarily driven by rising product prices as a lingering effect of inflation, while volume declined marginally by 0.6% to 6.3 million units. The strong value performance, with retail sales reaching BAM7.3 million, up 6% from the previous year in current terms, stands out in the context of Bosnia and Herzegovina’s shrinking population, which fell to 3.4 million in 2025. Despite a challenging demographic situation and modest real GDP growth

Retail tissue in Bosnia and Herzegovina in 2025 faced a dual challenge of declining demand and persistent inflationary pressures. Retail volume dropped to 16.8 tonnes, a decrease of 2% compared to the previous year, reflecting ongoing negative demographic trends and shrinking consumer bases. Meanwhile, retail value climbed to BAM127, up by 4% in current terms, as price increases outpaced demand erosion. This divergence between volume and value was largely attributed to rising living costs, which

The performance of wipes in 2025 was shaped by a combination of lingering inflation and shifting consumer behaviour, which has resulted in a clear tilt towards price sensitivity and value-driven purchasing. Retail value sales of wipes reached BAM21.8 million in 2025, up 6% from the previous year, which represents a slowdown compared to the high single- and double-digit growth recorded in 2022 and 2023. This modest growth is largely the result of continued economic pressure on households, with in

Menstrual care in Bosnia and Herzegovina recorded a contraction in volume in 2025, with retail sales declining by 2% to 160 million units, while value grows by 5% to BAM44.8 million, reflecting continued inflationary pressure and a move toward higher unit prices. This contrasts with the wider regional trend in Eastern Europe, where many categories are stabilising post-pandemic, but here, ongoing economic constraints and a shrinking population have led to a dampened outlook. The population falls

In 2025, away-from-home tissue and hygiene achieved robust value growth, propelled by increased spending from both public and business sectors. The revival of the horeca channel to pre-pandemic levels and heightened hygiene awareness played a pivotal role, resulting in continued strong demand. The value of away-from-home tissue and hygiene rose by 7% to BAM3.4 million in current terms in 2025, maintaining the positive momentum seen since 2022, when growth accelerated into double digits. While Bo

Tissue and hygiene in Bosnia and Herzegovina in 2025 demonstrated resilience through steady retail value gains despite pronounced demographic decline and persistent affordability pressures, distinguishing itself from regional peers by successfully combining premiumisation and innovation with a strong value focus. While retail sales value continued to rise, reaching BAM253 million, and wipes advance with a 6% annual growth in current value terms, these gains occur in a context of a shrinking popu

In 2025, dishwashing in Bosnia and Herzegovina saw a slight increase in retail value sales, reaching BAM27 million. Hand dishwashing was the largest category, recording BAM16 million, although it saw a slight decline in retail volume sales. Automatic dishwashing, on the other hand, saw growth of 3% in retail volume sales. This performance difference can be attributed to the increasing penetration of dishwashers, which increased to 53% of households in 2025.

In 2025, air care in Bosnia and Herzegovina was characterised by growth of 4% in retail value sales, reaching BAM12 million. This was driven by increasing consumer awareness of environmental issues and a preference for eco-friendly home care products. In response, brands are introducing more refillable diffusers, recyclable packaging and fragrances made from natural ingredients, which are attractive to urban consumers interested in more sustainable living options.

In 2025, laundry care in Bosnia and Herzegovina registered moderate retail value growth of 7% to reach BAM151 million, reflecting the impact of rising inflation and cautious consumer spending. Laundry detergents remained the largest category, driven by continued demand for essential laundry products. Although overall growth was modest, key market shifts emerged due to changing consumer habits, innovative products and a growing focus on sustainability.

Home care in Bosnia and Herzegovina demonstrated robust growth in 2025, with an increase of 6% in retail value sales to BAM254 million. This growth is driven by consumer demand for multifunctional and health-focused products, particularly in laundry care, surface care and dishwashing. Health and wellness is expected to continue shaping home care, with consumers increasingly prioritising products that offer multiple benefits and align with their values on hygiene and sustainability.

Surface care in Bosnia and Herzegovina showed retail current value growth of 6% in 2025. This growth was influenced by economic factors, such as an increasing median disposable income per household.The category’s performance was also driven by consumer behaviour, with a focus on hygiene and safe living environments.

In 2025, polishes in Bosnia and Herzegovina achieved limited overall growth, reflecting both economic constraints and shifting consumer behaviour. Retail value sales reached BAM4 million, representing 4% growth on the previous year.

In 2025, toilet care in Bosnia and Herzegovina recorded retail value sales of BAM6 million, growing by 4%. By contrast, retail volume sales for the category experienced a slight decrease from the previous year, totalling 257 tonnes. This disparity between volume and value growth indicates a trend towards premiumisation, with consumers opting for higher-value products. Despite a slight decrease in median disposable income per household, consumers were still willing to spend more on premium toilet

In 2025, home insecticides in Bosnia and Herzegovina recorded retail value sales of BAM7 million, representing a 5% growth on the previous year. This indicates a relatively stable performance, although there was a slight decline in retail volume sales to 235 tonnes. Health and wellness concerns were a significant factor influencing home insecticides, with consumers increasingly seeking safer and more eco-friendly formulations. This shift was driven by heightened awareness of environmental and h

In 2025, bleach in Bosnia and Herzegovina experienced slow marginal growth, driven by economic pressures and shifting consumer behaviour. This is likely linked to consumers seeking value-for-money products and favouring established local brands like Max Clean and Cekina Varikina over premium or imported alternatives. The decrease in median disposable income per household, combined with an inflation rate of 4% in 2025, suggests that consumers were cautious with their spending, which potentially a

Despite maturity and the ongoing negative demographic trend, bottled water in Bosnia and Herzegovina sustains stable consumer demand in 2025 as consumers shift toward better-for-you soft drinks due to the rising influence of the health and wellness trend. This resilience supports moderate off-trade retail volume growth in the year.

The shift from carbonates to healthier soft drinks, influenced by the health and wellness trend, continues to drive growth of juice in Bosnia and Herzegovina in 2025. Reconstituted 100% juice is gaining traction, and will continue its upward trajectory over the forecast period as consumers increasingly demand higher fruit content and lower sugar options.

Soft drinks is recording moderate retail volume growth in Bosnia and Herzegovina in 2025, supported by stable consumer demand despite lingering inflation and ongoing price increases that have significantly shaken consumer confidence. The on-trade recovery is now complete, with sales surpassing pre-pandemic levels. However, negative demographic trends continue to limit the category’s overall growth potential in 2025, a challenge that is expected to intensify over the forecast period, resulting in

Carbonates is experiencing minimal volume growth in 2025 due to concerns over sugar content. Consumers are moving away from regular carbonates toward reduced sugar variants and alternative beverages. The health and wellness will continue to discourage consumers from purchasing regular carbonates over the forecast period; therefore, carbonates manufacturers will need to focus on novel flavours and branding initiatives to maintain the category’s relevance.

In 2025, RTD coffee in Bosnia and Herzegovina continues to see solid consumer demand, fuelled by the increasing importance of convenience, impulse purchases, and on-the-go consumption habits. However, high price points continue to place many RTD coffee products beyond the reach of a large portion of consumers.

The growing prominence of regular exercise sustains demand for sports drinks in Bosnia and Herzegovina in 2025. The alignment of sports drinks with active lifestyles continues to secure its position as a staple among health-conscious and physically active demographics. Despite demographic decline, social media has significantly contributed to attracting new consumers who integrate sports drinks into their active routines.

Energy drinks remain the preferred beverages among younger generations, partygoers, and socialisers in Bosnia and Herzegovina. The category benefits from broad product availability across all price points, from premium to economy, as well as the introduction of new brands that help maintain consumer interest. In addition, the ongoing health and wellness trend is driving strong retail volume growth for reduced sugar varieties.

In 2025, RTD tea in Bosnia and Herzegovina continues to benefit from consumer trends prioritising convenience and increased on-the-go consumption. These shifts have helped RTD tea capture demand from those transitioning away from carbonates and juices, leveraging its perception as a healthier and more versatile option.