In 2025, the dishwashing category in Serbia was characterised by moderate growth, driven by evolving product formats and changing consumer preferences. The total retail value of the dishwashing category was RSD5.3 billion, representing a 5% growth on 2024. The median disposable income per household in Serbia grew from RSD2.1 million in 2024 to RSD2.2 million in 2025, indicating a steady increase. This rise in disposable income has supported the growth of the dishwashing category, as consumers ar

The home care market in Serbia demonstrated resilience in 2025, with 4% growth, driven by consumer demand for convenient and quality products, particularly in laundry care. With a median disposable income per household of RSD2.2 million, the relatively stable economic environment supported the demand for home care products. As the market is expected to continue growing at a current value CAGR of 4% to reach RSD2.98 billion by 2030, brands must adapt to the evolving retail landscape, where disco

In 2025, the surface care category in Serbia grew to RSD4 billion in retail value sales, a growth of 6% on 2025. Various factors shaped this growth, including cautious consumer spending due to persistent inflation. The median disposable income per household in Serbia grew from RSD2.1 million in 2024 to RSD2.2 million in 2025, indicating an increase in purchasing power.

In 2025, the air care category in Serbia experienced a complex performance landscape, driven by economic pressures and evolving consumer behaviours. The retail value of air care products reached RSD1.3 billion, representing a 6% growth from the previous year. This growth was influenced by consumers seeking both premium and affordable options, as they continued to navigate financial instability. The median disposable income per household in Serbia grew from RSD2.1 million in 2024 to RSD2.2 millio

In 2025, the toilet care market in Serbia was shaped by a mix of economic caution, with consumers seeking cheaper alternatives, and growth driven by innovation amidst evolving consumer preferences. The median disposable income per household in Serbia increased from RSD2.1 million in 2024 to RSD2.2 million in 2025. This rising income level may have contributed to consumers' willingness to spend more on premium toilet care products, thus driving value growth, despite an uncertain economic landscap

Menstrual care in Serbia recorded retail volume of 518 million units in 2025, reflecting year-on-year growth of 3% and outpacing the previous year's increase of 2%. However, value sales showed only marginal growth, reaching RSD10 billion, indicating that sales expansion is primarily volume-driven rather than value-led. This performance aligns with a broader trend across Eastern Europe, where economic uncertainty and inflation are causing shoppers to prioritise essential goods and value for money

The bleach market in Serbia experienced a complex performance in 2025. The median disposable income per household in Serbia increased from RSD2.1 million in 2024 to RSD2.2 million in 2025, suggesting an increase in consumer purchasing power. However, sales of bleach grew by only 0.3% in 2025, with retail value sales of RSD101 million, reflecting the challenges faced by the bleach market. Consumer preferences are shifting towards healthy and eco-friendly choices, with younger Serbians increasingl

Nappies/diapers/pants in Serbia experienced a retail volume decline in 2025, falling by 1% to 199 million units, continuing a downward trajectory that began in 2023. This is primarily attributable to a persistent drop in the birth rate and overall population, with Serbia’s total population reaching 6.6 million in 2025 and the number of children aged 0–4 shrinking to 307,200. Economic instability and rising prices have contributed to consumers having fewer children, which in turn has reduced the

In 2025, laundry care in Serbia experienced a 2% growth in current terms to reach RSD8.9 billion in retail value sales. This modest growth reflects deeper shifts in consumer behaviour and market dynamics, with consumers opting for smaller pack sizes or reducing purchase frequency while willing to pay more for eco-friendly, health-conscious or multifunctional products. Private label products gained traction, especially in discounter channels, further fragmenting the market and limiting overall va

Tissue and hygiene in Serbia in 2025 recorded a modest decline in current retail sales value of 1%, underperforming against regional peers, where stronger GDP growth and demographic stability offer greater resilience. Despite a challenging environment, demand is supported by urbanisation and hygiene awareness, while regulatory interventions have slowed price growth, partially stabilising purchasing power. However, the persistent decline in population, falling to 6.6 million, continues to constra

In 2025, wipes in Serbia experienced robust current value growth, reaching RSD2 billion, representing a 4% increase over the previous year. This growth outperformed the broader regional context, where inflationary pressures in Eastern Europe have led to greater price sensitivity among consumers and a distinct shift towards lower-priced alternatives. Serbia's inflation rate moderated to 4% in 2025, following a period of double-digit inflation, while GDP growth slowed to 2%.

In 2025, the polishes category in Serbia grew by 4% to reach retail value sales of RSD699 million. This growth can be attributed to the increase in consumer purchasing power, with the median disposable income per household in Serbia increasing from RSD2.1 million in 2024 to RSD2.2 million in 2025. Increasingly health-conscious urban consumers are driving demand for convenient, specialised products to clean their homes and possessions.

In 2025, away-from-home tissue and hygiene in Serbia achieved robust value growth, with total value reaching RSD6.3 billion and a year-on-year increase of 6%. This performance remains positive in a regional context, especially as price increases have slowed compared to previous years. Despite a deceleration in tourist arrivals after a strong 2024, growth was supported by ongoing expansion in the foodservice and hospitality landscape, particularly the entry and expansion of major international fa

Retail tissue in Serbia posted a positive retail volume growth of 4% in 2025, reaching 41,611 tonnes, demonstrating resilience in the context of stabilising inflation and modest economic expansion.

In 2025, the home insecticides market in Serbia experienced a retail value sales growth of 9%, reaching RSD434 million. This growth occurred despite persistent inflation and cautious consumer spending, which pushed demand toward affordable formats. The median disposable income per household in Serbia grew from RSD2.1 million in 2024 to RSD2.2 million in 2025, indicating an increase in purchasing power. Increased urbanisation and a hotter-than-average summer intensified pest problems, especially

In 2025, rx/reimbursement adult incontinence in Serbia demonstrated resilient volume growth, reaching 5.5 million units, reflecting a 2% increase from the previous year. This continued, albeit slower, expansion is underpinned by Serbia’s state reimbursement programme, which regularly reviews and increases the maximum reimbursement amount for incontinence products, thereby providing stability and predictability for both patients and suppliers. This policy environment supports ongoing demand, even

Retail adult incontinence in Serbia continued to post steady growth in 2025, with volume sales reaching 7.2 million units, an increase of 1% over the previous year. This growth is underpinned by a combination of demographic trends and shifting consumer attitudes. The median age of the population is rising, and the total population continues its slow decline, falling to 6.6 million in 2025. This ageing trend drives higher prevalence of urinary incontinence and, combined with the easing of social

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.