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Croatia Packaged Food Market: New market research released
Chocolate Confectionery in Croatia - a new market research report on 2014-04-10 16:49:03
The key story for chocolate confectionery in 2013 was the accession of Croatia to the EU in July 2013. Even before this date, the import contingencies for chocolate were abolished, allowing unlimited imports of European chocolate, and provoking a sharp response from local manufacturers. On the other hand, this in theory also enabled local manufacturers to spread into EU markets, but this is unlikely to happen as long as Croatian confectioners are small and fragmented. Instead of this, Croatian manufacturers may lose the former CEFTA markets to the east, since Croatia has now lost its favourable trade agreements with its eastern neighbours.

Due to a significant decline in value share, the traditional leader in chocolate confectionery, domestic company Kraš, has come to a point where it could be overtaken at the top in the near future. Expected to account for a 20% value share in 2013, it is closely followed by second ranked Ferrero (Kinder, Rafaello, Rocher and Mon Cheri) and third ranked Mars (Twix, Mars, Bounty and Snickers), both expected to hold 18% shares. Although dominating in tablets with Dorina, Kraš has difficulty in other categories in chocolate confectionery.

The main question mark which hovers over the Croatian confectionery industry in general is whether any of the three main companies will survive in the long term. Whilst Kandit is making some efforts to consolidate, via acquiring biscuits manufacturer Koestlin and counting on new synergies, Kraš and small company Zvecevo are still pursuing their separate paths as stand-alone companies. Euromonitor International sees these companies either going bankrupt due to their weak competitive positions, or being acquired by multinationals such as Nestlé or Mondelez.

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