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Chilled Processed Food in Croatia

Croatia Packaged Food Market: New market research released

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2014-04-10 16:58:04 - Chilled Processed Food in Croatia - a new market research report on

There are two main trends in chilled processed meat: to offer low fat products which are perceived as "healthier", and to offer premium quality products, which are a common indulgence for Croatian consumers. On the margins, the third group consists of breaded chicken nuggets or hot dogs, which are losing popularity, as some of these products are high priced, and thus rarely purchased. Chilled processed food was probably the packaged food category with the most new launches in 2013, the bulk of them being meat products. Drivers of this flood of new products were Croatian companies, which are active – and lead – chilled processed food.

The leading trio of domestic companies in chilled processed food still firmly hold the highest



shares: in 2013 Gavrilovic is expected to hold an 18% share, Vindija a 16% share and Pik Vrbovec a 14% value share. If adding the turkey meat business of Puris to its owner, Gavrilovic would have a stronger lead, with a 23% value share. However, Puris went bankrupt in 2013, ending a decade-long struggle for survival.

Croatia has been an integral part of the common European market since July 2013. This means that imports of goods from EU countries now have all limitations lifted. This immediately affected fresh meat, with prices drastically dropping and the variety increasing. A similar situation is expected in chilled processed meat in the future. The dominance of local producers could be attacked by cheap imports targeting price-aware consumers.

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Mike King
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