Local brands in Serbia are divided into two subgroups: old (brands established before 1990) and new (brands founded after 1990). This division serves as a significant indicator of the resilience of domestic brands, as 21 newer brands have successfully positioned themselves high on the Top 100 brands list in Serbia. This confirms that, over the past two and a half decades, local manufacturers have made significant efforts to innovate their brand portfolios and keep up with global trends, which they have evidently succeeded in doing.
The Ipsos BrandPuls Tracker, conducted continuously for over 15 years in Serbia, tracks more than 1,200 brands across 50 different product categories. It provides insights into brand health using a variety of universal indicators applicable to all categories, regardless of size and structure. These indicators are combined into a BrandPuls Score, which evaluates the overall health of a brand based on consumption, customer preference, loyalty, and brand perception. The score ranges from 0 to 100, allowing for ranking of brands beyond their specific category.
When examining the Serbian market, the situation shown on the chart reveals that local (domestic) brands continue to dominate the Top 100 list, but their previous dominance, seen a decade ago, is now less pronounced. Foreign (multinational) brands are steadily, though surely, winning the hearts and wallets of local consumers.
It’s also worth noting that local brands are split into two groups: older (established before 1990) and newer (established after 1990). This division is another key indicator of the resilience of domestic brands, with 21 newer brands making it to the top of the list. This demonstrates that local producers have worked hard over the past two and a half decades to innovate their portfolios and keep pace with global trends, which they have clearly achieved.
Among the leading newer domestic brands, we find highly recognizable names such as Chipsy chips, Gorki List liqueur, Polimark ketchup, Balans yogurt, Zlatiborac deli meats, Jaffa wafers, and even a pharmaceutical brand: Bulardi probiotics.
On the list of leading older domestic brands, we see well-known names with decades of tradition and reputation: Moja Kravica long-life milk, Dobro Jutro margarine, Carnex deli products, Dijamant cooking oil, Eurokrem chocolate spread, Knjaz Miloš sparkling water, Supe C, Plazma, Smoki, Začin C… True legends all in one place.
Among the Top 100 brands in Serbia, we also find some familiar regional names: Cedevita, Argeta pâtés, Vegeta, Eva and Podravka soups.
When it comes to multinational brands on the list of Serbia’s Top 100, global leaders such as Colgate toothpaste, Lenor fabric softeners, Ariel laundry detergent, Nescafé instant coffee, Coca-Cola, and Milka all make an appearance. It’s hard to imagine a Top 100 brands list anywhere in the world without them.
Finally, one interesting note: Of the 100 top brands in Serbia, seven of the top 10 brands with the highest Brand Score are domestic, while three are multinational. This speaks volumes about the preferences of Serbian consumers.
