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Pasta in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:33:02 - Pasta in Croatia - a new market research report on

With the consumption of pasta already high in Croatia, there is not much that can be done by manufacturers to boost sales further. Numerous small domestic producers are trying to challenge the leaders by finding their own niches, usually by offering a particular local pasta format or added flavouring in the form of dried chunks of asparagus or mushrooms mixed into the pasta.

In pasta, the two leading companies are Italian; the leader Barilla Holding is expected to hold a 29% value share in 2013, followed by Newlat, the operator of well-known Italian pasta brand Buitoni, with an 11% share. In the absence of established local brands, these two profit from worldwide recognition and favourable shelf positioning. In terms of share



gain, it is the runner-up, Newlat, with a one percentage point increase expected from 2012 to 2013, which is the fastest growing player in pasta.

Domestic companies are still too weak to compete with multinationals when it comes to brand recognition. One possible route for domestic producers to improve their positions during the forecast period will be through partnerships or mergers and acquisitions. Although pasta is perceived as a category which offers scope in this respect, consolidation does not appear likely in the short term.

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