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Breakfast Cereals in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:19:01 - Breakfast Cereals in Croatia - a new market research report on

Breakfast cereals was quite lively in 2013, seeing a new player. AWT International, which is actually a distributor, launched its own private label range called Naturel in 2008. Only now has it managed to make a significant impact on the market and appear on the shelves of leading grocery chains such as Konzum and Mercator. Naturel private label cereals are manufactured by Italian Menz & Gasser, otherwise it is not present in the market with its own brands, except in spreads. Other players, such as Nestlé and Podravka, also carried out launches in 2013.

Nestlé Adriatic is the national brand owner for Cereal Partners Worldwide´s brands Nesquik, Nestlé, Cheerios and Fitness, and this positions Nestlé as the leading player in breakfast



cereals. In 2013 the company is expected to extend its lead to a 27% share in value terms. Besides having globally known brands with high recognition, it is not shy of launching new products every year.

Persuasive marketing campaigns will continue to ensure that breakfast cereals is strongly promoted as a healthy breakfast in Croatia, and Croatian consumers are slowly coming to accept such products. Older Croatian consumers, however, tend to remain loyal to more traditional breakfast options, such as bread and pastries with butter or margarine and spreads, or spreadable cheese and salami.

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Mike King
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