Competitive Landscape
Established Players Defend Lead as Local Rivals Gain Ground
Wipes remains moderately fragmented, with the leading company, Procter & Gamble Marketing & Services doo, holding a 14% value share in 2025, followed closely by Piramida 72 doo at 14%. The top five companies together account for just under half of total retail value.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Serbia?
- Which are the leading brands in Wipes in Serbia?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Serbia - Category analysis
Key Data Insights
Retailers Drive Private Label Expansion as Price-Sensitive Shoppers Shift Behaviour
Retailers Drive Private Label Expansion as Price-Sensitive Shoppers Shift Behaviour
Leading Brands Innovate with Premium and Convenient Wipe Launches
Government Price Controls and Convenience Trends Reshape Shopper Choices
Health and Beauty Specialists to Attract Cost-Conscious Shoppers as Value Brands Gain Ground
Personal Wipes to Expand Reach as Moist Toilet Paper Accelerates
Shoppers to Prioritise Value as Premium and Private Label Strategies Diverge
Established Players Defend Lead as Local Rivals Gain Ground
Health and Beauty Specialists Expand Private Label Offerings and Boost Affordability
E-Commerce Maintains Minimal Share as Shoppers Stay Offline
Tissue and Hygiene in Serbia - Industry Overview
Discounters Expand Private Label Offerings as Price Sensitivity Rises
Key Data Insights
Discounters Expand Private Label Offerings as Price Sensitivity Rises
Top International Brands Respond with Plastic-Free Wipes to Private Label Product Competition
Leading Players Promote Eco-Friendly Tissue with Natural Cellulose
Private Label and Discounter Strategies to Reshape Consumer Preferences
Retail Tissue to Maintain Lead as Adult Incontinence Accelerates
Innovation and Sustainability to Drive Competitive Responses to Price Pressure
Dreniknd Doo Strengthens Lead through Innovation and Broad Distribution
Retailers Drive Store Visits with Affordability as Shoppers Prioritise Price
E-Commerce Stalls as Shoppers Return to Stores for Essentials
Country Reports Disclaimer
The following categories and subcategories are included:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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