Today: February 9, 2016, 12:22 am

Croatia Packaged Food Market: New market research released
Sugar Confectionery in Croatia - a new market research report on 2014-04-10 16:39:01
Sugar confectionery is quite static in terms of innovation and competitive dynamics. Companies stick to their profitable cash cows, and are not willing to invest in new launches which may jeopardise their positions.

Expected to lead sugar confectionery with a 24% value share in 2013, William Wrigley Jr markets its well-recognised Orbit, Airwaves and Winterfresh drops and mints. Second ranked is expected to be Kraš with a 21% share, with its traditionally wide product portfolio, led by brands such as Bronhi and Kiki. Third is expected to be Atlantic Grupa, enjoying the popularity of its Cedevita pastilles, the second most popular brand in sugar confectionery.

The main question for the future is still the possible clash of the giants, Agrokor against Atlantic Grupa. The situation is the same as in gum: Atlantic Grupa, which acts both as manufacturer (Cedevita) and distributor (Wrigley´s), has enjoyed a very favourable shelf positioning in retailing, which led to its overall dominance in gum and strong position in sugar confectionery. However, the leader in retail is Agrokor (Konzum and Tisak), which lately decided to become involved in gum by importing the Trident brand, globally owned by Mondelez. The conflict boils down to a single issue: whether Atlantic Grupa will retain its favourable shelf positioning. This directly affects sales of Cedevita, Airwaves and Orbit pastilles.

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