2014-04-10 16:27:02 - Soup in Croatia - a new market research report on companiesandmarkets.com
Dehydrated soup is widely used in the country, with other soup formats remaining unavailable, except for instant soup. Although Croatians traditionally prefer home-made soup, modern lifestyles leave many consumers with little time for cooking. Manufacturers highlight the natural ingredients in their products, as well as vegetarian options. Leading manufacturers such as Podravka and Unilever highlight their natural ingredients, but there are also bio and eco products which are still expensive and treated as niche products; these are available in hypermarket health food sections, or in specialised grocery retailers.
Despite seeing its value share decline for a decade, Podravka is expected to remain the leading player in soup in 2013, recording a 48% value share. The company has the widest product portfolio,
commands the most shelf -space and enjoys a high level of consumer loyalty in Croatia. As the company considers the Croatian market to be saturated, it is expanding its operations in Southeast Europe. More than half of its soup production is exported. Second ranked NestlÃ© Adriatic is expected to retain a 16% share in 2013, up slightly compared with the previous year.
Soup shows all the indications of being a mature category: no growth, few innovations and high consolidation. Soup manufacturers are usually active in other packaged food categories, putting more of their efforts into ready meals or sauces than soup. Since no volume growth can be expected, premiumisation would boost value sales. However, the opposite is expected to happen over the next five years.
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