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Meal Replacement in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:37:01 - Meal Replacement in Croatia - a new market research report on

Meal replacement is one of the smallest packaged food categories, bigger only than snack bars and noodles. Croatian consumers avoid meal replacement products, and their use remains marginal. Consumers buy these products mostly through direct sellers, which is why international brands such as Herbalife´s Formula and Amway´s Nutrilite remain popular. These products are expensive, and are considered as a luxury available only to those determined to change their dietary habits and lose weight.

Herbalife is expected to remain the clear leader in meal replacement in 2013, reaching a 73% value share. Herbalife profits from the fact that this category is still in its initial stages of development, and direct selling represents the most efficient channel to push sales. Many Croatian consumers



remain reluctant to purchase meal replacement products, and consequently personal recommendations are important to stimulate sales. A substantial proportion of Herbalife´s production is outsourced to Atlantic Grupa, which is also the owner of Multipower, a competitor. Herbalife is again expected to see the fastest growth in meal replacement in 2013, with an increase of one percentage point compared with 2012.

Ambitious plans by Atlantic Grupa to enter the health and wellness market will mark future events in meal replacement. The management has already announced its focus on sports nutrition and meal replacement. The favourable shelf positioning already obtained by Multipower, combined with the newly acquired chain of pharmacies, Farmacia, is set to ensure success.

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