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Croatia Beer Market Insights 2013

Croatia beer market: Economic crisis affecting sales of beer

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2014-01-31 02:45:02 - Croatia Beer Market Insights 2013 - a new market research report on

The Croatia beer market is in decline again. Despite the best efforts of the brewing industry, the Croatian economic crisis is taking its toll on consumption. Most premium and super premium brands are suffering. There are no signs of recovery in 2013, with the weather unfavourable and no big sporting events to boost consumption.

Motivated by excellent results in 2011, further breweries have extended their ranges to include beer mix products. Over 150 SKUs were being marketed by the second half of 2012. Despite a market contraction overall, the discount segment managed to increase in share and volume terms during 2012. The total discount beer volume has steadily increased for a number of years.

Imports of beer steadily increased, with the majority



coming from neighbouring Slovenia, Hungary and Bosnia and Herzegovina. In 2012 Croatian brewers significantly increased exports as the domestic market was unable to absorb the quantity produced.

Despite the fact that beer mixes grew significantly in 2012, lager still dominates the market with a share of more than 80%. The performance of all major mainstream brands in 2012 was in line with the total market decline, with sales dropping by around 6%.

The Private Label segment increased its market share in 2012, to over 6%, and is expected to continue growing because of the reduced purchasing power of Croatian consumers. PET packaging achieved a market share of 21% in 2012, driven by growth in the discount and beer mix segments.

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