This document summarizes market share data for soap manufacturers and retailers in Serbia for 2013. Procter & Gamble had the largest market share at 39.8%, followed by Saponia D.D. at 25.2% and Henkel Group at 19.1%. The document also shows market share breakdowns by retailer and compares 2012 and 2013 data. It notes that national brands accounted for 93% of market share compared to 7% for private labels.

2. SoV M2 PROIZVOĐAČI
PO
SOV M2 x SNU YTD 2013
PROCTER & GAMBLE
39.80%
SAPONIA D.D.
25.20%
HENKEL GROUP
BEOHEMIJA
Brands outside selection
19.10%
5.40%
10.50%
SNU
SKU
391
419
684
300
304
497
260
292
519
81
81
82
80
100
116

3. EVOLUCIJA SOV M2 x SNU
YTD 2012 vs YTD 2013
PROCTER & GAMBLE
11
SAPONIA D.D.
-2.3
HENKEL GROUP
BEOHEMIJA
Brands outside selection
-3.5
-5.3
0.2

4. 5.00%
0.00%
0.20%
0.40%
0.40%
0.50%
0.60%
0.90%
1.10%
1.60%
1.90%
2.20%
2.40%
2.50%
2.60%
4.00%
5.00%
5.90%
7.80%
8.40%
10.20%
13.30%
28.00%
SOV RETAILERS
30.00%
25.00%
20.00%
15.00%
10.00%

5. SoV M2(SNU) Proizvođača po trgovinama
7.10%
27.90%
27.90%
27.90%
30.40%
36.70%
44.60%
PROCTER & GAMBLE
SAPONIA D.D.
18.00%
18.00%
18.00%
48.30%
43.10%
37.40%
45.00%
32.00%
40.60%
42.40%
34.10%
10.70%
24.40%
20.10%
HENKEL GROUP
23.20%
23.60%
BEOHEMIJA
41.00%
34.40%
34.40%
26.90%
25.70%
36.60%
30.10%
29.10%
34.10%
26.50%
34.40%
31.70%
17.60%
25.80%
Brands outside selection
12.80%
35.70%
13.10%
13.10%
6.60%
1.20%
14.90%
16.70%
11.00%
13.10%
13.90%
6.60%
22.40%
11.40%
2.30%
11.70%
6.60%
7.90%
1.40%
14.30%
21.00%
4.70%
0.20%
22.20%
22.40%
18.50%
20.00%
3.30%
3.80%
3.50%
4.00%
3.50%
11.10%
8.60%
6.80%

6. Brend vs Private Labels SoV
SNU X M2
Privatna robna marka
7%
Nacionalna robna
marka
93%

7. HIT PROIZVOD

8. Hvala na pažnji
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