Volume sales of carbonates showed a flat performance in Serbia in 2025, albeit at a slight improvement on the sub-decimal negative performance seen in 2024. Meanwhile, value sales are better supported by high prices. A key trend in carbonates is that consumers are seeking lower-sugar options and sometimes switching out of high-sugar and deemed-unhealthy soft drinks overall. For example, in this sense, consumers may replace carbonates with sparkling bottled water.

Off-trade volume sales of bottled water maintained low positive growth in Serbia in 2025, at a slightly higher level compared to the previous year. Meanwhile, value sales show stronger growth, at a similar rate compared to the previous year, supported by high prices. This overall performance reflects baseline demand for bottled water.

Volume sales of soft drinks in Serbia achieved low positive volume growth in 2025, while value sales remain better supported by high unit prices. Overall, the landscape is being affected by economic instability following a period of high inflation in the recent review period. While inflationary pressures are starting to ease, the impact on sales of soft drinks can still be seen. Ultimately, this is manifesting in consumers focussing on essential purchases and decreasing their consumption of hot

Off-trade volume sale of RTD tea remained in a sub-decimal negative slump in Serbia in 2025, with value growth healthier and stable due to high prices. However, the high prices are suppressing volume demand. Meanwhile, still RTD tea remains the only significant category, with sales of carbonated RTD tea and kombucha not notable enough to show in Euromonitor International data.

Retail value sales of hot drinks maintained positive growth in Serbia in 2025, albeit at a lower rate of value growth than seen in the recent review period. Meanwhile, although still in a sub-decimal negative figure, volume growth is slightly improved upon the previous year. This performance is due to globally high costs for coffee and cocoa affecting unit prices, with price-sensitive consumers seeking discounts and promotions, as well as trading down, thus, to maintain consumption with lower-pr

Retail value sales of other hot drinks maintained healthy growth in Sebia in 2025, with volume sales also showing a low-level positive performance. This reflects the resilience of the category, which consists of chocolate-based flavoured powder drinks and other plant-based hot drinks, with the former benefitting from indulgence strong popularity among younger consumers, and the latter benefitting from health and wellness trends.

Volume sales of RTD coffee maintained healthy growth in Serbia in 2025, while value sales remained in a negative slump. This reflects the fact that RTD coffee is growing from a low base, with the higher volume sales supported by low prices which contribute to the decline in value sales.

Value sales of tea maintained low positive growth in Serbia in 2025, albeit at a lower rate of growth than seen the previous year. Meanwhile, volume sales, while still in a negative performance, have improved slightly. This performance is due to price-sensitive consumers seeking discounts and promotions, as well as trading down, thus, to maintain consumption with lower-priced products.

Retail value sales of coffee remained positive in Serbia in 2025, albeit at a lower rate of growth than seen the previous year. Meanwhile, volume sales, while still sub-decimal negative, have improved slightly. This performance is due to globally high costs for coffee affecting unit prices, with price-sensitive consumers seeking discounts and promotions, as well as trading down, thus, to maintain consumption with lower-priced products.

Volume sales of concentrates maintained low positive growth in Serbia in 2025. Meanwhile, powder concentrates is performing better than liquid concentrates, due to these options offering affordable prices which appeal to even price-sensitive consumers.

Off-trade volume sales of juice remained in a negative slump in Serbia in 2025, albeit at a lower level of decline than seen in the previous year. Meanwhile, value sales are better supported by high prices. Within this context, consumers are seeking more affordable juice options, such as juice drinks, thus, to maintain consumption.

Off-trade volume sales of energy drinks maintained healthy growth in Serbia in 2025, with value growth robust due to high prices. This performance indicates stable baseline demand, especially from younger consumers who are the main audience for energy drinks, despite the high prices. Rather, consumers see energy drinks as having added value which they are prepared to pay for.

Volume sales of sports drinks maintained healthy growth in Serbia in 2025, albeit at a slightly lower level of growth than seen in the recent review period. Meanwhile, value sales are also robust, reflecting high prices. Overall, sports drinks align with health and wellness trends, thus, supporting stable baseline demand despite high prices.

Economic freedom has worsened and corruption remains endemic, whilst governance is facing challenges from mass protests. Inflation has fallen markedly, but economic momentum is set to slow and foreign investors appear to be retreating. Alignment with the European Union (EU) is boosting incomes considerably, but the population is shrinking and rural dwellers are substantial in numbers. Mobile and internet use continues to grow, and 5G has been rolled out, but innovation faces some shortcomings.

Demand for breakfast cereals in Serbia is being impacted by busy urban lifestyles and demand for quick, convenient morning options. Traditional breakfasts are increasingly viewed as time-consuming, prompting consumers - particularly younger professionals and millennials - to choose ready-to-eat offerings. Muesli and granola is the fastest-growing category, thanks to its perception as nutritious, high-fibre, and lower-sugar option. Health trends are fuelling innovation, including plant-based, low

The baked goods industry in Serbia is being impacted by urban lifestyles and demand for quick, convenient options. Freshly baked and artisanal products remain popular, while packaged bread continues to gain share. Frozen baked goods is the fastest-growing category, appealing to consumers seeking fresh-tasting items to enjoy at home with minimal preparation time. Health-conscious trends are influencing product innovation, with more wholegrain, reduced-sugar, and functional ingredient offerings. A

Rice, pasta, and noodles remain central to the Serbian diet, remaining affordable despite rising prices, which supports steady consumer demand. Chilled pasta is increasingly valued for quick, restaurant-style meals, while instant noodles appeal to younger, time-conscious consumers due to their speed of preparation, variety, and affordability. Health and wellness trends are influencing product innovation, with high-protein, wholegrain, and gluten-free options gaining prominence. Danubius maintain

Processed fruit and vegetables are increasingly attractive to Serbian consumers, thanks to their longer shelf life, reduced waste, and affordability vis-à-vis fresh alternatives. Frozen processed vegetables are particularly valued for their convenience, being pre-washed, pre-cut, and ready to use, while retaining nutritional quality. Frikom leads the market with a broad portfolio of frozen products, supported by innovation and promotions, while private label is gaining traction due to competitiv

While traditional home-cooked dishes remain central to the local diet in Serbia, busy lifestyles are driving demand for convenient staple foods such as processed meat, vegetables, and instant noodles, Health and wellness trends are shaping product offerings, with consumers increasingly seeking breakfast cereals, pasta and baked goods that are high in protein, low in sugar, wholegrain, or made with functional ingredients. Price sensitivity remains a key factor, impacting both private label adopti

Processed meat remains popular in Serbia, thanks to its convenience, longer shelf life, and affordability compared with fresh products, meeting the needs of busy urban consumers. At the same time, chilled processed seafood is increasingly appreciated for its ease of preparation and high nutritional value, particularly Omega-3 fatty acids. Health-conscious trends are driving innovation, with products offering high protein, low fat, gluten-free, and portion-controlled options. Neoplanta maintains

The market for sauces, dips, and condiments in Serbia is benefiting from urbanisation and busier lifestyles, which are boosting demand for convenient, ready-to-use products. Tomato pastes and purées is a key growth driver, supported by factors such as tradition, low cost, long shelf life, and ease of preparation. Price sensitivity remains high, sustaining demand for private label and smaller packaging formats, while discounts continue to be an important sales driver. Exposure to global food tren

Retail sales of edible oils in Serbia are being driven by rising prices, supportive government policies, and modest growth in consumption. Sunflower oil has seen significant price increases caused by adverse weather conditions, supply constraints, and higher production costs, while olive oil is the most dynamic performer, benefiting from its health perception and consumers switching from more expensive sunflower oil. Price sensitivity remains high, supporting the popularity of private label edib

The market for sweet spreads in Serbia is benefitting from busier lifestyles and convenience-driven consumption, with families with children representing a key target segment. Jams and preserves remains the largest category due to their long-standing presence, versatility, and wide availability, while chocolate spreads and nut and seed based spreads show strong growth potential. Rising health consciousness is driving demand for products with reduced sugar, higher protein content, natural ingredi

Retail sales of cooking ingredients and prepared meals in Serbia are being fuelled by increasingly busy lifestyles, which are boosting demand for convenient options such as frozen ready meals, prepared salads, and soups. However, price sensitivity remains high after years of inflation, prompting manufacturers and retailers to rely on discounts, promotions, and private label offerings. Consumers are increasingly seeking healthier, natural, and plant-based products, favouring clean-label, low-suga