This Euromonitor market report provides market trend and market growth analysis of the Home Care industry in Serbia. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

1. Home Care In Serbia
Published:October 2011
Price:US $ 2400
Report Summary
This Euromonitor market report provides market trend and market growth analysis of the
Home Care industry in Serbia. With this market report, you’ll be able to explore in detail the
changing shape and potential of the industry. You will now be able to plan and build
strategy on real industry data and projections.
The Home Care in Serbia market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
* What is the market size of Home Care in Serbia?
* What are the major brands in Serbia?
* What is the importance of the trend towards environmentally friendly products in home
care?
* What are the main growth drivers of the Serbia Home Care Market ?
Why 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 industry report originates from Passport, our Home Care market research
database.
* Each report is delivered with the following components:
* Report: PDF and Word
* Market statistics: Excel workbook
* Sample Analysis
Browse All Consumer Goods Market Research Reports

2. EXECUTIVE SUMMARY
Crisis continues to slow growth
Home care in Serbia is still young and emerging but was affected by the economic crisis
during 2009 and 2010 in the middle of development. Most home care categories had
declined in those two years in both volume and value terms. The premiumisation process
seen during the pre-crisis period significantly slowed down while cheaper standard and
economy segments displayed better results. As a response to the economic downturn, many
producers launched larger pack sizes that save consumers money.
New regulation on detergents
A new regulation on detergents came into force in May 2010 as a part of the law on
chemicals and regulates which chemicals can be used in the production of detergents.
Companies are now only permitted to produce environmentally-friendly detergents that
contain biodegradable ingredients. Manufacturers and distributors need to now paste the
new declaration on the packaging of all ingredients contained in the product including the
types of allergens and their quantities. It is forbidden to use images on the labels that refer
to foods (such as lemon) and retailing stores are obliged to provide a separate space for
these products.
Procter & Gamble and Henkel Merima lead home care in Serbia
The Procter & Gamble Co and Henkel Merima doo are leading players in Serbian home care.
Among the top six brands, five are owned by these two companies. Well accepted products
and wide ranging brand portfolios are supported by intensive marketing activities and
excellent distribution. These provide an advantage compared to other competition,
especially in relation to international companies.
Largest Serbian retailer Maxi doo acquired by Delhaize Group
The largest retail chain in the country and third distributor in the region, Maxi doo was
acquired by Belgian Delhaize Group for EUR932 million in March 2011. With this acquisition,
the new owner took over more than 400 outlets across the country and more than 100 in
Bulgaria, Bosnia and Herzegovina, Montenegro and Albania. As a member of Delta Holding
which was owned by local millionaire Milorad Miskovic, Maxi doo has the largest national
coverage as a retailer to hold around 50% share one of retailing in Serbia. It is expected
that this acquisition will enhance competition by including new suppliers. It is also expected
to repay debts to suppliers worth EUR300 million accumulated during the crisis.
Economy and “value for money” segments take advantage
In a response to the global economic crisis and reduced spending power boosted by one of
the highest unemployment rates in Serbian history, home care witnessed the increasing
emergence of economy and value- for-money products by smaller domestic producers.
Although there are several retail chains that have their own private label lines, this format
remains under-represented. If the crisis continues, stronger growth of the lower-priced
segment can be expected at the expense of premiumisation.

3. Table of Contents
Home Care in Serbia - Industry Overview
EXECUTIVE SUMMARY
Crisis continues to slow growth
New regulation on detergents
Procter & Gamble and Henkel Merima lead home care in Serbia
Largest Serbian retailer Maxi doo acquired by Delhaize Group
Economy and “value for money” segments take advantage
Table 1 Households 2005-2010
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 7 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 8 Forecast Sales of Home Care by Category: Value 2010-2015
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
DEFINITIONS
Sources
Summary 1 Research Sources
Home Care in Serbia - Company Profiles
Albus doo in Home Care (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Albus ad: Competitive Position 2010

4. Beohemija doo in Home Care (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Beohemija doo: Competitive Position 2010
Henkel Merima doo in Home Care (Serbia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Henkel Merima doo: Competitive Position 2010
Air Care in Serbia - Category Analysis
HEADLINES
TRENDS
Segmentation of Serbian air care along with intensifying competition was the key trend in
2010. Several new manufacturers with cheaper brands, including private label, entered air
care looking for the opportunity to benefit and position them in a price-sensitive Serbian
category.
COMPETITIVE LANDSCAPE
Air Wick by Reckitt Benckiser Plc is the leading brand with retail value share of 34%.
Constant innovations and new fragrance extensions followed by strong marketing support
resulted in higher brand confidence and consumer loyalty. SC Johnson & Son, with its Glade
and Oust brands, follow the leader with 25% value share.
PROSPECTS
A rising number of cheaper brands introduced during the economic crisis are expected to

5. perform well, especially in the first years of the forecast period when the effects of the
downturn may continue to linger.
CATEGORY DATA
Table 10 Sales of Air Care by Category: Value 2005-2010
Table 11 Sales of Air Care by Category: % Value Growth 2005-2010
Table 12 Air Care Company Shares 2006-2010
Table 13 Air Care Brand Shares 2007-2010
Table 14 Forecast Sales of Air Care by Category: Value 2010-2015
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in Serbia - Category Analysis
HEADLINES
TRENDS
The saturation trend which dates back from 2002 was to an even greater extent confirmed
in 2010. Generally perceived as a product which damages fabric because of chlorine, bleach
lost its popularity compared to the upcoming modern spot and stain removers. This is
primarily related to the technologically-outdated domestic brands that hold more than 40%
value share. A significant impact on the downward trend sees a decline in the number of
those who use chlorine bleach as a substitute for cleaning various surfaces which were often
in the past.
COMPETITIVE LANDSCAPE
As a premium product which has held a longstanding presence in Serbia, supported by good
distribution and television advertising, Ace by Procter & Gamble Co continued to lead bleach
in Serbia with retail value share of 53%.
PROSPECTS
Negative volume and constant value predictions with CAGRs of -3% and -2% respectively
over the forecast period is a result of saturation, poor image of the category and growing
popularity of spot and stain removers. In response to the unpleasant washing effects of
chlorine bleach, spot and stain removers such as Vanish, are gaining a reputation as safe
and environmentally-friendly products. This is following strong advertising campaigns and
face-to-face promotions in stores.
CATEGORY DATA
Table 16 Sales of Bleach: Value 2005-2010
Table 17 Sales of Bleach: % Value Growth 2005-2010

6. Table 18 Bleach Company Shares 2006-2010
Table 19 Bleach Brand Shares 2007-2010
Table 20 Forecast Sales of Bleach: Value 2010-2015
Table 21 Forecast Sales of Bleach: % Value Growth 2010-2015
Dishwashing in Serbia - Category Analysis
HEADLINES
TRENDS
Reduced spending power caused by the economic downturn affected the decline in volume
of emerging new formats such as dishwashing additives, while traditional formats witnessed
growth. Dishwasher machine penetration grew over the review period, with intensified
competition and product innovations including the emergence of private label.
COMPETITIVE LANDSCAPE
Due to the very good quality of its main brand Fairy supported by strong marketing
activities and excellent distribution, Procter & Gamble has been category leader since 2001.
Although the recession and growing competition halted its growth in 2009, it remains as the
dominant force in dishwashing with 42% value share in 2010.
PROSPECTS
Reduced penetration of dishwashers caused by the economic crisis will have an impact on
slower but positive volume growth of automatic dishwashing over the forecast period.
Automatic dishwashing tablets is predicted to witness a volume CAGR of 7%, while liquids
will see the lowest volume CAGR of 1% over the forecast period. Meanwhile, after the small
increase in 2010, hand dishwashing will continue to decline by a volume CAGR of 4% over
the forecast period as a result of saturation and negative demographic trends.
CATEGORY INDICATORS
Table 22 Household Penetration of Dishwashers 2005-2010
Table 23 Sales of Dishwashing by Category: Value 2005-2010
Table 24 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 25 Dishwashing Company Shares 2006-2010
Table 26 Dishwashing Brand Shares 2007-2010
Table 27 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015

7. Insecticides in Serbia - Category Analysis
HEADLINES
TRENDS
Although during the rainy season the amount of most insects is generally reduced, for
mosquitoes and other flying insects, these are good conditions for reproduction. Many rainy
days during the summer months in 2010 and the increase of common spraying mosquitoes
and other flying insects from the air were the main reasons for high growth of insecticides
both in volume and current value terms.
COMPETITIVE LANDSCAPE
SC Johnson & Son Inc with Raid and Autan is absolute leader of insecticides and holds 67%
value share in Serbia. As the most inventive producer, SC Johnson & Son each year
launches new products or improves existing ones and they are usually supported by an
appropriate marketing campaign. On the other hand, domestic producer Lomax & Co,
although offering good quality products and excellent distribution, is not financially powerful
enough to enable a better competitive performance for its brand LM TOX.
PROSPECTS
Insecticides is expected to see stable growth with a constant value CAGR of 4% over the
forecast period. There is a possible variation in growth for some segments that depends on
the weather conditions. Increasing demands for healthy ecological products is expected to
see new environmentally-friendly launches.
CATEGORY DATA
Table 29 Sales of Insecticides by Category: Value 2005-2010
Table 30 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 31 Insecticides Company Shares 2006-2010
Table 32 Insecticides Brand Shares 2007-2010
Table 33 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 34 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in Serbia - Category Analysis
HEADLINES
TRENDS
In addition to the negative impact of the recession and further decline of home care overall;
the key event in 2010 was the adoption of a law on chemicals and regulation on detergents.

8. The law was adopted in accordance with EU regulations and provides much stricter
production criteria than before. It means that chemicals used in production must be
environmentally-friendly and biodegradable. All product packages must have a declaration
of ingredients including the types of allergens and their quantities. New regulations prohibit
the use of images on the labels that refer to foods (such as lemon). Retailing stores are now
obliged to provide a separate space for these products.
COMPETITIVE LANDSCAPE
Procter & Gamble and Henkel Merima are the key players of laundry care in Serbia. Its
standard brands Bonux and Merix along with Duel by Beohemija doo are the bestselling
brands. With strong advertising support through television and below-the-line activities,
these brands are positioned as leading Serbian laundry care. Among premium products,
Ariel by Procter & Gamble is leader with 10% value share.
PROSPECTS
Although the compact formats of laundry care products had not achieved significant success
by the end of the review period, partly due to low purchasing power, partly because of
traditional habits of Serbian consumers, the category is expected to witness a slow but
steady volume CAGR of 5% over the forecast period. New regulation on detergents from
May 2010 and general increasing ecological awareness along with improved living standards
will all have a positive impact on laundry care overall, both, in terms of switching to the
compact formats and appearance of biodegradable products.
CATEGORY INDICATORS
Table 35 Household Penetration of Washing Machines 2005-2010
CATEGORY DATA
Table 36 Sales of Laundry Care by Category: Value 2005-2010
Table 37 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 38 Sales of Laundry Aids by Category: Value 2005-2010
Table 39 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 40 Sales of Laundry Detergents by Category: Value 2005-2010
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 42 Laundry Care Company Shares 2006-2010
Table 43 Laundry Care Brand Shares 2007-2010
Table 44 Laundry Aids Company Shares 2006-2010
Table 45 Laundry Aids Brand Shares 2007-2010

9. Table 46 Laundry Detergents Company Shares 2006-2010
Table 47 Laundry Detergents Brand Shares 2007-2010
Table 48 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Polishes in Serbia - Category Analysis
HEADLINES
TRENDS
Although not all segments were equally affected, the continuation of the economic downturn
had a negative impact on polishes as a whole which continued to marginally decline in
volume terms in 2010. Although leading company SC Johnson & Son Inc significantly raised
the popularity of the category with strong advertising activities for its brand Pronto, polishes
remains unpopular among Serbian consumers.
COMPETITIVE LANDSCAPE
SC Johnson & Son Inc with Pronto and Werner & Mertz GmbH with Erdal and Emsal lead
sales in 2010. Strong advertising support and distribution over the key retailers have made
these brands recognisable and synonyms in polish.
PROSPECTS
Further volume and value sales will depend on economic growth and innovations and
producers’ ability to attract consumers. The most dynamic segments in terms of constant
value sales growth over the forecast period will be floor polish and furniture polish with
respective volume CAGRs of 3% and 4%.
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2005-2010
Table 51 Sales of Polishes by Category: % Value Growth 2005-2010
Table 52 Polishes Company Shares 2006-2010
Table 53 Polishes Brand Shares 2007-2010
Table 54 Forecast Sales of Polishes by Category: Value 2010-2015
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in Serbia - Category Analysis
HEADLINES

10. TRENDS
In addition to the economic downturn and lower consumer purchasing power, another
possible factor which impacted the decline of surface care is that consumers are increasingly
using products from other categories as a substitute. These usually come in the form of
products which are considered as more essential in the household than some surface care
products, such as hand dishwashing products.
COMPETITIVE LANDSCAPE
Pronto by SC Johnson & Son led surface care in 2010 with a retail value share of 19%.
Consumer loyalty gained by ten years of image creation with strong advertising support and
wide distribution contributed to this brand’s success.
PROSPECTS
After negative volume growth in 2010, surface care is expected to see a recovery as a
whole over the forecast period with a volume CAGR of 3% by 2015. Along with stable
growth it is expected to see a continuing trend of premiumisation which was originally
halted by the economic crisis. Therefore, the economy segment is expected to be occupied
by private label which could suppress weak domestic brands.
CATEGORY DATA
Table 56 Sales of Surface Care by Category: Value 2005-2010
Table 57 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 58 Surface Care Company Shares 2006-2010
Table 59 Surface Care Brand Shares 2007-2010
Table 60 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in Serbia - Category Analysis
HEADLINES
TRENDS
In addition to the decline in overall consumption caused by reduced spending power,
consumers are tending to turn towards cheaper standard and economy brands of toilet care.
They are also less willing to spend much money on expensive rim liquids or in-cistern
devices, instead preferring to buy cheaper rim blocks or just toilette liquids.
COMPETITIVE LANDSCAPE
Henkel Merima doo, with its two brands Bref and Mer, continued to lead toilet care in Serbia
in 2010 with a retail value share of 36%. Due to continuous product improvement and

11. strong marketing support, Bref became a most trusted brand among Serbian consumers. On
the other hand, local brand Mer is the most popular toilette liquid brand with a longstanding
domestic presence.
PROSPECTS
Toilet care is young category in Serbian home care and is expected to increase in constant
value terms with a CAGR of 4% over the forecast period. One of the most significant events
in 2010 was the new law on chemicals. Next to regulating the types and allowable levels of
certain chemicals, the new law is expected to accelerate the appearance of green products
and improvement of existing ones.
CATEGORY DATA
Table 62 Sales of Toilet Care by Category: Value 2005-2010
Table 63 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 64 Toilet Care Company Shares 2006-2010
Table 65 Toilet Care Brand Shares 2007-2010
Table 66 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015
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