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Oils and Fats in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:15:02 - Oils and Fats in Croatia - a new market research report on

Oils and fats constantly declined over the review period; in 2013 sales are expected to be only 88% of the volume sales seen in 2008. The explanation for this may be the general perception of fats as not being healthy ingredients, resulting in consumers trying to cut such products from their diets. To offset this, manufacturers replaced part of their product portfolios with functional or "light" versions. Up until now, this has not helped to stop the decline in sales.

The competitive landscape in oils and fats is expected to remain unchanged in 2013, despite the fact that the two leading players are expected to see slight declines in their value shares. The leading player in oils and fats, Zvijezda, is



expected to account for a commanding 35% value share in 2013, as it was able to rely on strong demand for its cash cow brand Zvijezda, whilst Bunge is expected to remain in second position with a value share of 12%, thanks to the price advantage of its Floriol brand, which is mostly used for frying and cooking.

As oils and fats appears to have little room for growth, manufacturers will have to seek possibilities for premiumisation. The current trend amongst consumers supports the notion that value-added, fortified and healthier variants may be sought in the future by a significant number of consumers. Still, households with lower incomes will continue to seek cheaper variants.

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