Despite declining birth rates in Serbia, sales of baby food continue to grow in value and volume terms, driven by evolving consumer behaviour and product diversification. Parents are increasingly opting for convenient, ready-made options especially small, on-the-go pouches—reflecting urban lifestyles and time constraints. Confidence in product quality has also improved, encouraging higher spending. Within the category, baby food is becoming more segmented, with prepared baby food expanding with

Other dairy has seen moderate growth in current value terms in Serbia in 2025 although this is primarily being driven by rising prices, rather than increased consumer demand. Volume sales across most categories of other dairy remain flat or are declining slightly, reflecting a shift in consumer focus toward essential dairy staples such as milk and cheese. Many consumers view other dairy products as non-essential. These products are typically consumed less frequently and are often the first to be

Following a decline in 2023, volume sales of cheese are steadily recovering, supported by renewed consumer interest and a modest increase in unit prices. This rebound is contributing to overall value and volume growth in the category in 2025. A notable trend shaping the market is the rising preference for artisanal and locally produced cheese, reflecting a broader cultural appreciation for traditional food craftsmanship and regional authenticity.

Sales of drinking milk products have seen steady growth in value and volume terms in 2025. As urbanisation accelerates, Serbian consumers are increasingly turning to packaged and processed drinking milk products that offer both convenience and nutritional value. This shift reflects the shift to modern lifestyles and growing demand for ready-to-consume dairy options. At the same time, there is a notable rise in interest in organic and locally sourced milk, driven by consumer priorities around sus

Yoghurt remains one of the most dynamic and evolving categories in Serbia’s dairy market, with it continuously being refreshed with new product launches, flavour innovations, and modern packaging formats. This constant stream of novelties caters to consumers seeking a balance between indulgence and health. The category is benefiting from a growing demand for nutritious and functional foods, particularly among health-conscious consumers. Additionally, busy lifestyles and the rise of on-the-go con

Sales of butter and cooking fats in Serbia are experiencing a shift in consumer behaviour. While sales are increasing in current value terms in 2025, this growth is mainly being driven by rising unit prices, not by increased consumption. In fact, volume sales are declining in both these categories as fewer households are purchasing traditional high-fat products. This trend is also partly due to the maturing market, where opportunities for significant volume expansion are limited. As a result, va

Sales of dairy and dairy alternatives have seen strong growth in current value terms in 2025, primarily driven by increasing retail prices. These price hikes are influenced by several key factors, including inflation and escalating production costs related to food ingredients, transportation, and packaging. Additionally, the fast-paced nature of modern lifestyles has led to a growing demand for convenient, on-the-go options when it comes to dairy products and alternatives.

Sales of plant-based milk are seeing strong growth in Serbia in 2025 due to rising health awareness, dietary shifts, and expanding product availability. More Serbian consumers are turning to almond, soy, oat, and rice milk as alternatives to traditional dairy, driven by concerns over lactose intolerance, veganism, and sustainability. Additionally, the plant-based dairy market in Serbia is still at the nascent stage of development, meaning there is plenty of room for new product innovations, incl

The report examines the economic landscape of Serbia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending, investments. However, global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

There is expected to be a slight fall in volume sales of gum in Serbia in 2025. Several factors drive the decline. Gum has an increasingly bad reputation, both in terms of its non-biodegradability, as well as its impact on dental health, especially those offerings that are high in sugar. As such, consumers are seeking healthier snacks. Continuing population decline, as well as further price rises, also dampen volume sales. Chewing gum accounts for most value sales and also registers the highest

While chocolate confectionery in Serbia is expected to register double-digit percentage value growth, there is expected to be a significant fall in volume sales. A surge in cocoa prices globally, driven by poor harvests and limited supply, is feeding into hefty price hikes for chocolate confectionery and dampening volume sales. As a result, there is a noticeable shift to smaller pack sizes of 80g and 100g countlines, which register the highest value growth and though volume sales are expected to

Sugar confectionery is expected to register both positive current value and volume growth in Serbia in 2025. Busy lifestyles are one factor driving sales, with consumers regularly buying sugar confectionery on impulse throughout the day. In addition, with chocolate confectionery seeing hefty price rises in 2025 (due to the soaring cost of cocoa beans), many consumers opt for more affordable sugar confectionery instead. Also, continuing innovations in what is a competitive product, keep consumer

It is a stable performance for sweet biscuits, fruit snacks and snack bars in Serbia in 2025, with volume growth increasing slightly. Plain biscuits account for most value sales, supported by a large range. However, growth is within healthier offerings such as fruit snacks and protein/energy bars, with the latter registering the highest value and volume growth. Protein/energy bars are seen as healthier, due to their protein content, and added protein continues to be a major trend and is seen as

Savoury snacks is expected to register both healthy current value and volume growth in Serbia in 2025. Busy lifestyles support value sales, as consumers look for a quick on-the-go snack. This is also supported by increasing offerings of 100g packets for on-the-go consumption. Frequent promotions and discounts also support sales. While potato chips account for most values sales, nuts. seeds and trails are expected to gain the most value share, mainly due to their healthier positioning, as nuts, s

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

Ice cream is expected to register healthy volume growth in Serbia in 2025. A long hot summer supports value sales. In addition, local players continue to innovate and this keeps consumers engaged. Single portion dairy ice cream accounts for most value sales and also registers the highest value growth. There is a wide selection available and there are regular promotions to support value sales. In addition, many consumers prefer individual portions, as it enables them to manage calorie intake more

The number of households is set to increase slightly, while the average household size will shrink in Serbia over 2024-2029. Single person households will remain the dominant household type and the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 60.6% by 2029.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

In 2024, shifting consumer preferences played important role in driving cider/perry sales growth in Serbia. As health consciousness continues to rise, many consumers are seeking lighter, fruit-based alternatives to traditional alcoholic beverages. Cider, often perceived as a refreshing and lower-calorie option, is benefiting from this trend. Additionally, its natural fruit flavours and lower alcohol content make it particularly appealing to younger demographics and those looking for more casual

Volume and value sales of alcoholic drinks rose in Serbia in 2024, with value growth pushed by rising prices. Cider/perry registered the highest total volume growth, with wine in second place. Beer, meanwhile, posted the lowest total volume sales growth.

With wine in Serbia seeing rising volume sales in 2024, Serbian winemakers have been focusing on improving the quality of their wines, making them more appealing to both domestic and international consumers. The popularity of wine tourism has increased, with more international tourists visiting Serbian wine regions like Vojvodina and Sumadija, boosting wine consumption in the country.

Volume sales growth in spirits in Serbia in 2024 was largely thanks to local consumers’ established alcohol consumption habits. Additionally, the rise in tourism has contributed to modest growth, as visitors often enjoy local beverages, including spirits.

Early 2024 saw volume sales growth increase for beer in Serbia, though rates slowed down as the year progressed. Consumers were discouraged from consumption by price hikes and squeezed household budgets. Domestic mid-priced lager continues to benefit from the enduring popularity of locally produced beer. Leading brands are active in this segment, and attract consumers through widespread availability, and favourable prices and quality. While lager remains by far the most popular beer in Serbia, s

Volume sales growth for RTDs in Serbia continued to benefit from the products’ high popularity among local consumers. Serbians enjoy experimenting with new flavours and combinations, driving up demand, while the drinks offer convenience without compromising on quality, appealing to consumers who want a quick and easy option.