Today: May 25, 2016, 5:02 pm

Croatia Packaged Food Market: New market research released
Gum in Croatia - a new market research report on 2014-04-10 16:42:04
Gum is one of the packaged food categories with the smallest number of significant competitors, it is probably the most consolidated, and sees the least new launches. Until last year, it seemed that competitors had given up any fight for share. This has now changed, with Agrokor taking over the distribution of Trident by Cadbury; clearly aimed at dethroning Wrigley´s at some point in the distant future.

The competitive situation is expected to remain unchanged in gum in 2013. William Wrigley Jr is expected to remain dominant with its three major brands, Orbit, Airwaves and Winterfresh. Five of its six brands sit in the top rankings; this is expected to help the company to record a staggering 84% value share in 2013. Such an overwhelming performance is due to its long term distributor Atlantic Grupa, a company which spares no effort to get the best shelf positioning, even when there is no competition in sight.

The main story to be followed in the future is whether the new Trident brand will succeed in taking a larger share of sales. Good news for the brand is the importer/distributor. This is Tisak, a chain of 1,300 newspaper shops/tobacconists, also owned by Agrokor, which will surely favour Trident above Wrigley on the shelves of the leading retailer in Croatia, Konzum, which is also owned by Agrokor.

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