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Croatia Packaged Food Market: New market research released
Frozen Processed Food in Croatia - a new market research report on 2014-04-10 16:55:03
The dynamics from 2012 are expected to continue in 2013, with companies heavily promoting frozen meat products. The top four players, all of them domestic, have part or the majority of their product portfolios in frozen meat. Numerous new launches were immediately mirrored in sales, with growth above the average for packaged food.

With a 39% value share expected in 2013, domestic frozen food and ice cream company Ledo leads the field in frozen processed food, followed by before mentioned Puris with 10% value share. Ledo is increasingly active in frozen food, and enjoys a good position because it has the most sponsored refrigerators in smaller outlets. Podravka is quite strong in frozen processed vegetables, but it all of its frozen food is imported from Italy via its subsidiary Ital-Ice, whilst Ledo at least does most of its packing locally, although the ingredients are mostly imported from all over Europe. 2013 also saw an end to the operations of second ranked Puris, focused on turkey only. The company was awash with financial problems over the last decade, and it was hoped that the acquisition by Gavrilovic would save it through the synergy of two meat processing companies, but it did not turn out well. Although the production premises in Pazin have been closed, it remains to be seen if the brand Puris will be kept on the market.

In the future, companies active in frozen processed food will have to make the most of the current convenience wave, by launching more and more diverse products. The best possible category for growth is ready meals, as this is far from being saturated.

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