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Spreads in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:11:01 - Spreads in Croatia - a new market research report on

Innovation in spreads is mostly limited to jams and preserves, with the trend moving towards organic and healthy products. Some premium organic brands have appeared, as well as the first stevia-sweetened jams and preserves by Schwartau. New flavours are mostly tropical and Mediterranean fruit.

The leading company in spreads in Croatia, Podravka, appears to have emerged from a period marred by negative publicity surrounding the scandal of the company´s previous management. Now that this adverse period is behind it, the company is now focused on streamlining its product portfolio under the new management. Spreads is one of the company´s most successful product categories, and there have not yet been any discontinuations in the category. Podravka is the undisputed leader in spreads



in Croatia, and is expected to hold a 47% value share in 2013, up from 45% in 2012.

Multinationals will have a tough nut to crack if they want to move into jams and preserves. Premium global brands do not show any distinction from local standard brands in terms of quality, except for maybe Schwartau, or the same preserve sold as private label Maribel owned by Lidl. Consumer loyalty is simply too strong an ally on the side of local companies. The production of eco and organic fruit jams and preserves is expected to be the key trend in the forecast period. There are the first private label organic products available in the market, challenging leading brands (such as Podravka) to respond to the new market requirements.

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