Today: February 7, 2016, 12:20 am

Croatia Packaged Food Market: New market research released
Ready Meals in Croatia - a new market research report on 2014-04-10 16:53:02
After five years of continuous decline in volume sales, ready meals looks to be finally out of the dip; a long period of growth is forecast. Croatian consumers are increasingly seeking convenience due to their busy lifestyles. The younger working population, despite high unemployment, find less and less spare time to prepare a "proper" meal every day in their households. Ready meals are usually "squeezed" into their cooking schedules just a few times a week.

Ready meals is fragmented, with small companies holding less than a 1% value share expected to account for a combined 22% share of sales in 2013. In 2013 ready meals is expected to be led by a domestic quartet: Podravka, PPK, Gavrilovic and Pivac, which are firmly at the top, with an expected combined value share of 58% in 2013. These four companies owe their positions to their strong presence in canned/preserved ready meals, which are mostly meat-based. Frozen pizza is the only category in which multinationals have enough room to compete.

Aside from established categories such as canned/preserved ready meals, other categories still have enough room for growth, and in general ready meals is still waiting for its time to come. If the price margin between horeca and retail widens, as Euromonitor International has already observed, ready meals could become more price-competitive and attract more buyers, which would then awaken the interest of international companies in terms of making more effort to introduce and promote new products.

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