HOME CARE IN SERBIA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Sees Value Growth in 2017, But Only in Current Terms No Major Innovations Recorded the Largest Producers Keep Losing Sales Share Traditional Grocery Retailers Loses Ground Negative Performance Expected Over the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 5 Distribution of Home Care by Format: % Value 2012-2017 Table 6 Distribution of Home Care by Format and Category: % Value 2017 Table 7 Forecast Sales of Home Care by Category: Value 2017-2022 Table 8 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Strong Marketing Support Allows Electric Air Fresheners To Record the Highest Value Growth in 2017 Spray/aerosol Air Fresheners Remains Most Popular Competitive Landscape Competition Intensifies in 2017 Private Label Remains Relatively Insignificant Category Data Table 9 Sales of Air Care by Category: Value 2012-2017 Table 10 Sales of Air Care by Category: % Value Growth 2012-2017 Table 11 Forecast Sales of Air Care by Category: Value 2017-2022 Table 12 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Older Consumers' Habits and Increasing Unit Prices Keep Value Sales Positive Bleach Substitutes Toilet Care Products, With Scented Bleach Gaining Popularity Competitive Landscape Procter & Gamble Remains the Clear Leader No New Launches But Private Label Increases Its Value Share Category Data Table 13 Sales of Bleach: Value 2012-2017 Table 14 Sales of Bleach: % Value Growth 2012-2017 Table 15 Forecast Sales of Bleach: Value 2017-2022 Table 16 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Automatic Dishwashing Sees Positive Result, Increasing Its Overall Share in 2017 Hand Dishwashing Still Dominates Sales Within the Category Competitive Landscape Fairy Continues To Lead Dishwashing in 2017 Private Label Increases Its Already High Combined Value Share Category Indicators Table 17 Household Possession of Dishwashers 2012-2017 Category Data Table 18 Sales of Dishwashing by Category: Value 2012-2017 Table 19 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 20 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 21 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Electric Insecticides Grows in Home Insecticides Health Concerns Negatively Affect Insecticide Baits and Spray/aerosol Insecticides Competitive Landscape SC Johnson & Son Remains Dominant Albeit Losing Value Share in 2017 Private Label Largely Missing From Home Insecticides at the End of the Review Period Category Data Table 22 Sales of Home Insecticides by Category: Value 2012-2017 Table 23 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 24 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 25 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Liquid Detergents Products Increase in Popularity Less Developed Categories See the Best Performance in 2017 Competitive Landscape Henkel Leads Laundry Care in Serbia, Among Several Other Strong Players Few Product Launches Observed With Leader Remaining the Most Active Players Face Difficulty Entering Or Launching New Products in Forecast Period Category Indicators Table 26 Household Possession of Washing Machines 2012-2017 Category Data Table 27 Sales of Laundry Care by Category: Value 2012-2017 Table 28 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 29 Sales of Laundry Aids by Category: Value 2012-2017 Table 30 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 31 Sales of Laundry Detergents by Category: Value 2012-2017 Table 32 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 33 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 34 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Consumers Purchase Floor Polish Products More Often High Inflation and Popularity of More Expensive Brands Lead To Unit Price Increase Competitive Landscape SC Johnson & Son Loses Value Share, But Remains Clear Leader of Polishes Company Activities Mostly Limited To Advertising and Widening Distribution Category Data Table 35 Sales of Polishes by Category: Value 2012-2017 Table 36 Sales of Polishes by Category: % Value Growth 2012-2017 Table 37 Forecast Sales of Polishes by Category: Value 2017-2022 Table 38 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Greater Segmentation Negatively Impacts Multi-purpose Cleaners Average Unit Price Rises for Most Categories Bar Floor Cleaners Competitive Landscape Concentration Remains High Within Surface Care Product Launches Are Few and Far Between Category Data Table 39 Sales of Surface Care by Category: Value 2012-2017 Table 40 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 41 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 42 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 43 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 44 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Health Concerns and Competition Negatively Impact Toilet Liquids/foam Traditional Grocery Retailers Keeps Losing Share in 2017 Competitive Landscape Strong Growth for Private Label in 2017 Leading Player Launches A New Line of Products in 2017, While Other Producers Remain Dormant When It Comes To New Launches Category Data Table 45 Sales of Toilet Care by Category: Value 2012-2017 Table 46 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 47 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022