Competitive Landscape
Unilever and Henkel Lead with Established Brands and Strategies
The surface care market in Serbia is moderately concentrated, with the top two companies, Unilever Beograd doo and Henkel Srbija doo, holding a significant share. In 2025, Unilever Beograd doo led with a 18% share, followed by Henkel Srbija doo with 15%.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care 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.
If you're in the Surface Care 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 Surface Care 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 Surface Care in Serbia?
- Which are the leading brands in Surface Care in Serbia?
- How are products distributed in Surface Care in Serbia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Serbia - Category analysis
Key Data Insights
Health and Wellness Trend Drives Growth in Surface Care
Health and Wellness Trend Drives Growth in Surface Care
Multi-Purpose Cleaners Dominate Surface Care Sales
Private Label Gains Traction in Surface Care
Multi-Purpose Cleaners to Drive Growth
Private Label Products Gain Traction with Affordable Pricing
Health Awareness and Regulations to Drive Innovation
Unilever and Henkel Lead with Established Brands and Strategies
Supermarkets Lead Surface Care Sales, Discounters Gain Share
Retail E-Commerce Poised for Growth with Convenience
Home Care in Serbia - Industry Overview
Convenience and Quality Drive Home Care Sales
Key Data Insights
Convenience and Quality Drive Home Care Sales
Private Label Products Gain Traction among Value-Conscious Consumers
Health and Wellness Trend Reshapes Product Offerings and Consumer Preferences
Value-Driven Consumers Drive Growth through Affordability
Laundry Care Holds Largest Shares, Dishwashing Drives Growth
Wellness and Sustainability Resonate with Consumers
Supermarkets Lead Home Care Sales, Discounters Gain Traction
Retail E-Commerce Grows Steadily Driven by Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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