Tissue and hygiene in 2024: The big picture
Tissue and hygiene registered modest current value and volume growth in 2024 in Serbia. While inflation eased, consumers continued to be price sensitive after several years of price hikes.
2024 key trends
Toilet paper continued to account for most value sales and also registered the highest volume growth, as it is one of the most essential products in retail tissue and hygiene and is used by a large consumer base. On the other hand, other hygiene products such as menstrual care and nappies have a much smaller consumer base.
Competitive landscape
Procter & Gamble Marketing & Services doo continued to lead the competitive landscape and accounted for over a fifth of value share. The company leads in menstrual care and nappies/diapers/pants, and has a wide range of brands across varying price points.
Retail developments
Supermarkets continued to account for most value sales, followed by hypermarkets. Both supermarkets and hypermarkets stock a large range of goods across varying price points, as well as varying sizes, and also offer regular discounts.
What next for tissue and hygiene?
There will be modest constant value and volume growth in tissue and hygiene over the forecast period. There will continue to an easing of inflation, with consumer purchasing power increasing, and this should lead to a degree of premiumisation.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Serbia?
- Which are the leading brands in Tissue and Hygiene in Serbia?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Serbia
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Serbia
KEY DATA FINDINGS
Higher hygiene standards in hospitality support growth of away-from-home tissue
Ageing population drives growth in AFD adult incontinence
Degree of premiumisation
Stable growth over forecast period
Wholesalers main distribution channel
Continuing innovation, as players fight for value share
Retail Adult Incontinence in Serbia
KEY DATA FINDINGS
Ageing population supports volume sales
Stable competitive landscape
Pharmacies continue to lead distribution
Ageing population continues to drive sales
E-commerce registers stable growth
Continuing innovation over forecast period
Nappies/Diapers/Pants in Serbia
KEY DATA FINDINGS
Fall in birth rate sees volume sales fall
Pampers continues to dominate
Private label gains value share
Disposable pants continue to drive sales
Bulky size of nappies/diapers/pants boosts online sales
Focus on value-added benefits to maintain value sales
Menstrual Care in Serbia
KEY DATA FINDINGS
Premiumisation boost value sales
Private label gains value share
Discounters register highest value growth
Modest growth over forecast period
Steady growth in e-commerce
Continuing innovation as players look to maintain value sales
Wipes in Serbia
KEY DATA FINDINGS
Baby wipes continue to account for most value and volume sales
Pampers continue to lead, but competition is fierce
Supermarkets continue to lead, but discounters gain
Modest growth over forecast period
Steady growth in e-commerce
Continuing differentiation in baby wipes, as brands look to stand out
Retail Tissue in Serbia
KEY DATA FINDINGS
Essentialness of toilet paper supports value sales
Local company Drenik holds on to top spot
Bulk purchasing suits supermarkets and hypermarkets
Stable growth over forecast period
Discounters continue to steal value share
Continuing innovation to keep consumers engaged
Rx/Reimbursement Adult Incontinence in Serbia
KEY DATA FINDINGS
Ageing population supports growth
Tena and Seni brand have commanding lead
Qualifying for Rx/reimbursements remains a complex process
Ageing population continues to drive sales
Continuing innovation over forecast period
Increasing understanding of incontinence also drives growth
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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