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The HoReCa and Foodservice Market in Serbia Market volume, key players, opportunities and access requirements for foreign suppliers of branded and private-label food and beverages – with a directory of importers and distribution partners Edition: October 2026 Language: English
Table of Contents
1. Executive Summary....................................................................................................................................3
2. Market Overview and Market Volume...........................................................................................3
2.1 Economic and tourism context........................................................................................................3
2.2 Market volume of the HoReCa / foodservice sector........................................................4
2.3 Structure and trends............................................................................................................................4
3. Key Players................................................................................................................................................... 4
3.1 Demand side: HoReCa operators..................................................................................................4
3.2 Supply side: wholesalers and distributors.............................................................................5
4. Market Opportunities for Foreign Suppliers.............................................................................5
4.1 Branded products.................................................................................................................................. 5
4.2 Private label and no-name products..........................................................................................5
4.3 Advantages and challenges............................................................................................................5
5. Products and Product Groups with Good Sales Prospects............................................6
6. Market Access Requirements...........................................................................................................6
6.1 Requirements for all suppliers........................................................................................................6
6.2 Suppliers from the European Union...........................................................................................7
6.3 Suppliers from non-EU European countries.........................................................................7
6.4 Suppliers from outside Europe.................................................................................................... 7
6.5 Practical steps for market entry.................................................................................................8
7. Directory of HoReCa and Foodservice Importers and Distributors...........................8
7.1 Importers and distributors serving both retail and HoReCa........................................8
7.2 Cash & Carry wholesalers...............................................................................................................9
Consulte el mercado, los sectores y la fecha de revisión antes de comprar.
7.3 Full-range HoReCa importers and distributors..................................................................10
7.4 Specialised importers by product group...............................................................................10
7.5 Recommendations for the first approach............................................................................11
8. Sources and Methodology..............................................................................................................12
8.1 Methodology........................................................................................................................................ 12
8.2 Sources................................................................................................................................................ 12
1. Executive Summary
Serbia (6.6 million inhabitants) is the largest food and beverage market of the Western Balkans and the logistics hub for the wider ex-Yugoslav region. Its HoReCa (hotels, restaurants, cafés/catering) sector is fragmented, price-sensitive and concentrated in Belgrade and Novi Sad, but it is modernising quickly: restaurant chains, international hotel brands and delivery platforms are expanding, while a persistent shortage of kitchen staff is driving demand for convenience, frozen and semi-prepared products. Key findings for foreign suppliers: Market size: Revenue of restaurants and takeaways is estimated at around EUR 3.7 billion for 2026; food and drink wholesaling at around EUR 10.6 billion. In 2025 Serbia recorded 4.35 million tourist arrivals (2.35 million foreign) and 12.3 million overnight stays. Growth catalyst: Expo 2027 Belgrade (15 May – 15 August 2027) is expected by the organiser to attract more than four million visitors, with more than 120 participating countries, and is triggering investment in hotels and food outlets. Route to market: Supply runs through three channels: Cash & Carry (METRO is the only nationwide operator, plus Mercator-S Velpro), national FMCG distributors serving both retail and HoReCa (Nelt, Delta DMD, Atlantic Grupa), and specialised HoReCa importers (Corp JVJV, SCB, M&L International and category specialists). Foreign brands nearly always enter through such a local importer. Best opportunities: Frozen convenience (potato products, bakery, desserts), Italian and world-cuisine ingredients, premium coffee and tea, mineral water and mixers, fish and seafood, plant-based and "posno" (Orthodox fasting) products, gluten-free lines and pastry/bakery ingredients. Private label is relevant mainly through METRO and the retail chains. Access: Serbia is an EU candidate country and has largely harmonised its food law with the EU (labelling in line with Regulation (EU) 1169/2011). Products must carry a Serbian-language label (stickering permitted) naming the Serbian importer. Products of animal origin require prior import approval from the Veterinary Directorate. EU, CEFTA, EFTA, UK, Turkish and EAEU suppliers benefit from free-trade agreements; since July 2024 also China. Other origins pay MFN duties of 0–30 % on agricultural products. Serbia is not a WTO member.
English