2014-04-10 17:00:04 - Canned/Preserved Food in Croatia - a new market research report on companiesandmarkets.com
Croatians are traditionally sceptical about canned food, due to concerns about the quality of these products. Households try to obtain meat, fruit and vegetables which are as fresh as possible, at green markets. Canned food is mostly purchased out of convenience or pricing. In 2013, some companies decided to bite the bullet and try launching organic canned/preserved food, meaning without chemicals, artificial colours or preservatives.
Canned/preserved food is a fragmented category, in which the total of all players holding less than 5% value shares amounts to 47% of the market, it is obvious that many importers use the opportunity to sell cheap imports in order to attract price-conscious consumers. The only two companies with double-digit value shares in these conditions are
Podravka, in first place, expected to reach a 25% share in 2013, because it is present in all canned/preserved food categories, and Gavrilovic, with a 10% share; it commands canned/preserved meat and meat products as it is a specialist in meat.
Companies active in canned/preserved food will continue to launch new products appealing to consumers´ health concerns. Natural preserving methods and avoiding artificial flavourings or colourings may help turn the wheel slightly in favour of canned/preserved food over the forecast period.
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