Market Research in Serbia

Market Research in Serbia

Serbia is a good destination for businesses seeking growth and expansion. The strategic location, skilled workforce, and emerging industries present unique opportunities for market research to drive informed decision-making. That’s why market research in Serbia uncovers unique business opportunities and drives informed decision-making.

What Is Market Research in Serbia?

Market research in Serbia aims to understand consumer behaviors, industry trends, and competitive landscapes within the Serbian market. It involves a systematic investigation to identify opportunities and challenges that businesses may encounter. By conducting comprehensive market research, businesses gain valuable insights into customer preferences, market demands, and regulatory frameworks, enabling informed market entry strategies and product/service optimizations.

Why Do Businesses Need Market Research in Serbia?

Market research in Serbia provides an in-depth understanding of Serbian consumers’ preferences, behaviors, and buying patterns. Through market research, businesses can identify untapped market segments, emerging trends, and growth opportunities in Serbia. This information enables targeted market entry strategies and product/service development that are aligned with market needs.

Additionally, market research in Serbia allows businesses to assess the competitive landscape and understand competitors’ strategies, strengths, and weaknesses. By analyzing market data and consumer trends, businesses can anticipate potential risks and challenges in the Serbian market. This proactive approach enables risk mitigation and informed decision-making.

When to Conduct Market Research in Serbia

Market research should be conducted at various stages of business development in Serbia:

  • Market Entry Planning: Market research in Serbia helps assess market readiness, the competitor landscape, and the regulatory environment before market entry.
  • Product Development: Research informs product adaptation or customization to align with local preferences and needs.
  • Marketing Strategy: Continuous research supports ongoing marketing efforts, ensuring the relevance and effectiveness of campaigns.

However, before embarking on market research initiatives in Serbia, businesses should consider key questions to ensure effective planning and execution. Here are essential questions to ask:

  • Who are the target customers in Serbia?
  • What are the local market trends and preferences?
  • Who are the main competitors in the Serbian market?
  • What are the barriers to entry or challenges posed by competitors?
  • What are Serbia’s regulatory requirements and compliance standards?

Market Review and Recommendations: Serbian Market Analysis

At SIS International, we consider the Serbian IT sector to continue growing, driven by skilled talent and growing demand for software development and digital solutions. Additionally, automotive manufacturing remains a cornerstone of Serbia’s industrial base, supported by investments from global players.

Looking ahead, Serbia’s future outlook is promising, albeit with challenges. The country’s EU accession process offers potential market integration and regulatory alignment benefits, fostering a conducive environment for foreign investment. Emerging sectors such as renewable energy and innovation-driven industries are expected to gain traction, contributing to economic diversification.

Potential ROI Considerations: Investing in the Serbian market presents attractive ROI considerations for businesses. Cost-competitive labor, access to regional markets, and government incentives for foreign investors enhance Serbia’s attractiveness as an investment destination. However, ROI considerations must be balanced with regulatory compliance and market-specific challenges.

Strategic Recommendations:

  1. Diversification Strategy: We recommend exploring opportunities beyond traditional sectors and diversifying market presence to capitalize on emerging industries such as renewable energy, fintech, and e-commerce.
  2. Partnership Development: Strategic partnerships with local stakeholders and industry players can facilitate market entry and enhance market penetration, leveraging local expertise and networks.
  3. Innovation and Digital Transformation: Embrace innovation and digital transformation initiatives to drive operational efficiency, customer engagement, and market competitiveness in Serbia’s evolving business landscape.
  4. Market Entry Planning: Conduct thorough market entry planning, considering regulatory requirements, market segmentation, and consumer preferences to optimize market entry strategies and mitigate risks.

Expected Results from SIS International’s Market Research Services

SIS International‘s market research services are designed to deliver actionable insights and tangible value to businesses operating in Serbia. Here are the expected results and benefits:

Actionable Insights:

Our market research gives businesses actionable insights into consumer behaviors, market trends, and competitive dynamics in Serbia. These insights guide strategic decision-making, enabling businesses to optimize market strategies and capitalize on growth opportunities.

Competitive Advantage:

Businesses gain a competitive advantage in Serbia by understanding the competitive landscape and market positioning. Our research helps identify market gaps, emerging trends, and areas for differentiation, empowering businesses to enhance their market presence and drive success.

Market Entry Support:

SIS offers valuable market entry support for businesses entering the Serbian market. We assist in market feasibility assessments, partner identification, regulatory compliance, and market penetration strategies, facilitating a smooth and successful market entry process.

ROI Optimization:

Our research helps businesses optimize ROI by identifying high-potential market segments, customer segments, and product/service opportunities. Businesses can achieve sustainable growth and profitability in Serbia by minimizing market risks and maximizing opportunities.

Continuous Support:

Beyond initial research projects, SIS International offers ongoing support and market monitoring to keep businesses informed about evolving market dynamics in Serbia. We collaborate with clients to adapt strategies, address emerging challenges, and leverage new opportunities, ensuring sustained growth and competitiveness.

Key Industries

Serbia has a service-based, middle-income, free-market economy. Its key industries are agriculture, automotives, mining, and energy. The country’s leading exports are vehicles, tires, base metals, chemicals, furniture, clothing, processed food, and sugar. Trading plays a vital role in the nation. The state trades with at least five major markets: Russia, Germany, China, Italy, and the Balkan countries.

The land is bountiful. One-fifth of Serbia’s sales in the world market are from agri exports. For example, they supply frozen fruits to the French and EU markets. The country is also a significant producer of corn and wheat. It produces other agri products, such as sunflowers, sugar beets, soybeans, potatoes, apples, pork, beef, poultry, and dairy products.

Leading Players in Serbian Industries

  1. Nordeus: Nordeus is a renowned Serbian gaming company best known for developing “Top Eleven,” a popular football management game played by millions worldwide. Nordeus has contributed to Serbia’s reputation as a gaming and mobile app development hub.
  2. Comtrade Group: Comtrade is a leading IT company in Serbia that offers software solutions, system integration, and IT services. The company collaborates with global partners and plays a vital role in Serbia’s digital transformation.
  3. Fiat Chrysler Automobiles (FCA) Serbia: FCA operates a manufacturing plant in Kragujevac that produces Fiat automobiles for the European market. The plant is a key contributor to Serbia’s automotive industry and exports.
  4. Zastava Trucks: Zastava Trucks, formerly known as FAP (Fabrika automobila Priboj), manufactures commercial and military vehicles in Serbia. The company specializes in truck production and exports its products to international markets.
  5. Victoria Group: Victoria Group is a leading Serbian agribusiness company in oilseed processing, agriculture, and trade. The company’s activities span crop cultivation, oil production, and animal feed production.


Belgrade is Serbia’s largest, most populated, and capital city, and it claims the title “the city that never sleeps.” Although the city is one of the oldest in Europe, it’s filled with life. In addition, its rivers have floating clubs that host great parties. Novi Sad is the second-most populous city titled “the Liberal City of Music, Art, and Fun.”


Serbia has a high number of Internet users. It has also increased the number of social media users. However, mobile connections in the country have decreased.

If your company offers food, Serbian staples are bread, meat, fruit, veggies, and dairy products. Bread is a huge part of the country’s cuisine. Most religions use it in their services. In the country, it is normal for the people to give bread and salt to guests. Serbia also offers many other foods, including fish and meat dishes.

Consumer Base

The increase in fuel prices has affected the agricultural sector more than any other. Together with other factors, it has led to the rise in the prices of products such as wheat, soybeans, and corn. This increase came after the government had already raised the prices of corn, wheat, and other grains to support the agri sector, which was affected by the green market ban.

Reliance on general trade and trade within the global value chain (GVC) has not been a problem in the past few decades. Like many other economies, Serbia has few exports and high imports.

Market Drivers and Restraints in Serbia

Understanding Serbia’s market drivers and restraints is crucial for businesses considering market entry or expansion. They provide a brief overview of the opportunities and challenges businesses might face when entering this market.

Market Drivers in Serbia

  1. Economic Reforms and Stability: Serbia has implemented economic reforms to improve the business climate, attract foreign investment, and foster economic stability. Reforms include fiscal consolidation, privatization of state-owned enterprises, and regulatory simplification.
  2. Foreign Direct Investment (FDI): Serbia has attracted significant foreign investment, particularly in manufacturing, automotive, and IT sectors. FDI inflows contribute to job creation, technology transfer, and export growth, driving economic development.
  3. Regional Trade Agreements: Serbia’s membership in regional trade agreements, such as the Central European Free Trade Agreement (CEFTA) and preferential access to EU markets, enhances export opportunities and market access for Serbian businesses.
  4. Infrastructure Development: Ongoing infrastructure projects, including transportation networks, energy infrastructure, and digital connectivity, improve logistical efficiency and support economic growth in Serbia.

Market Restraints in Serbia

  1. Regulatory Challenges: Serbia faces regulatory complexities and bureaucratic hurdles that can pose challenges for businesses, particularly in licensing, permits, and compliance with standards. Regulatory reforms are ongoing but may require further improvements.
  2. Infrastructure Limitations: Despite progress, Serbia’s infrastructure, including transportation and utilities, may still require modernization and investment to meet growing business needs and enhance competitiveness.
  3. Political Uncertainties: Political factors and regional geopolitical dynamics can introduce uncertainties and impact business sentiment. Businesses should stay informed about political developments and their potential implications on market conditions.
  4. Market Size and Consumer Demand: Serbia’s market size and consumer purchasing power may pose challenges for certain industries, requiring strategic market segmentation and targeted approaches to address diverse consumer preferences.

Benefits and strengths of the market

Serbia has many natural resources (coal, bauxite, copper, zinc, gold) and plenty of food. Also, a stable agreement with the EU allows 93% of the country’s products to enter the Euro-zone customs-free. Another key point is government reforms, which are in place with the IMF and the EU. Moreover, there has been an increase in automotive exports. Additionally, the process of accession to the EU is in progress.

Reasons to grow your business in the market.

The nation has top schools, including those for higher learning, and is well known worldwide for its teaching quality. It provides teaching at all levels in multiple languages.

  • Belgrade, Serbia, is the commercial and banking center of Southeast Europe. Many refer to it as the “Switzerland of the Balkans.”
  • The workforce is well-educated, but wages are low. Thus, companies get quality labor for cheap prices.
  • Serbia is part of Europe but not yet a member of the EU. Thus, you can enjoy both worlds.
  • Serbia’s visa and residence permit policies are easy to navigate, and the country welcomes all investors.

About Market Research in Serbia

If you are interested in starting a business in Serbia, our research services are the best bet. In fact, we have formed Focus Groups for some of the companies in Serbia. Similarly, we can conduct Quantitative, Qualitative, and Strategic Research for your company. So, you can choose the best industry to start a business. We can also gather records for you and your business.