Alcoholic Drinks in Croatia
Euromonitor International's Alcoholic Drinks in Croatia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 111 | Publication date: Apr 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Slow Growth for the Alcoholic Drinks Market
Over the past few years, the Croatian alcoholic drinks market has been influenced by a law prohibiting the consumption of alcohol when driving (since 2004). Although the law has affected the market, negative predictions appeared slightly exaggerated. After a few years of stagnation and some negative growth rates, there was growth in alcohol drinks value sales in 2007, even though on-trade sales did not reach those from the period before the zero tolerance law on drink driving. In volume terms the market's performance in 2007 was worse than that of 2006 although in current value terms there was a marked improvement.
Advertising Rivals and Innovations
The key trend in 2007 was the appearance of low-alcohol beer with a 3.5% ABV, lower than the usual alcohol content of 5.2% ABV. Also seen were packaging innovations, such as 5-litre beer kegs, wine in cardboard boxes and promotional packs of spirits. 2007 also saw heavy and continual advertising for beer on television and for wine in magazines and on billboards.
Domestic Producers Strong but Owned by Multinationals
Unlike some other markets where domestic producers are unable to stand firm against multinationals, the Croatian market is dominated by domestic producers in almost every sector. Nevertheless, the three leading beer players are owned by multinational beer companies, while domestic wine producers have to compete through the import of cheap but high-quality wines from Macedonia and Serbia. Domestic producers of strong alcoholic beverages (spirits) are successful, benefiting from tradition, high quality and affordable prices, and are subsequently able to compete with very strong multinationals.
Supermarkets and Specialist Stores the Most Frequently Visited
The biggest share of sales of alcoholic drinks is accounted for by supermarkets/hypermarkets and independent food stores. Specialists is ranked fourth behind supermarkets/hypermarkets, independent food stores and convenience stores. In the last few years, specialists have started to operate on-line stores which are particularly popular with beer lovers due to the choice of brands from around the world. However, specialist stores are present only in larger cities, while supermarkets are widespread. Independent food stores and convenience stores offer a relatively wide range of drinks. The most popular places to go for a drink are bars and now pubs which offer a large range of foreign beers which are not available in off-trade outlets. In larger cities there are some pubs that brew their own beer. During the tourist season, restaurants see increased sales of all kinds of alcoholic beverages, especially wine and beer.
New Brands on the Market
Euromonitor International predicts that the Croatian alcoholic drinks market will rise over the forecast period due to eventual changing of the so called "0.0%" law to "0.5%" law in the near future. Because of the well-developed tourist industry and the growing number of foreign tourists throughout the year, a more varied choice of alcoholic drinks can be expected (like cider/perry) in the Croatian marketplace.
In addition, the importation of cheap alcoholic drinks from the region will continue, which will cause potential decrease of unit price and much frequent advertising campaigns.
Table of contents
ALCOHOLIC DRINKS IN CROATIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Slow Growth for the Alcoholic Drinks Market
Advertising Rivals and Innovations
Domestic Producers Strong but Owned by Multinationals
Supermarkets and Specialist Stores the Most Frequently Visited
New Brands on the Market
KEY TRENDS AND DEVELOPMENTS
Variety of Outlets
Marketing Campaigns
Polarisation
Alcohol Content Changes
Imports of Cheap Alcoholic Drinks Increasing in Number
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 2 Selling Margin of a Typical Beer Brand 2007
Table 3 Selling Margin of a Typical Wine Brand 2007
Table 4 Selling Margin of a Typical Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2007
Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 4 Research Sources
CARLSBERG CROATIA DOO
Strategic Direction
Key Facts
Summary 5 Carlsberg Croatia doo: Key Facts
Summary 6 Carlsberg Croatia doo: Operational Indicators 2004-2006
Company Background
Production
Competitive Positioning
Summary 7 Carlsberg Croatia doo: Competitive Position 2006
ISTRAVINO DD
Strategic Direction
Key Facts
Summary 8 Istravino dd: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Istravino dd: Competitive Position 2006
KUTJEVO DD
Strategic Direction
Key Facts
Summary 10 Kutjevo dd: Key Facts
Summary 11 Kutjevo dd: Operational Indicators 2005-2006
Company Background
Production
Competitive Positioning
MARASKA DD
Strategic Direction
Key Facts
Summary 12 Maraska dd: Key Facts
Summary 13 Maraska dd: Operational Indicators 2005-2006
Company Background
Production
Competitive Positioning
Summary 14 Maraska dd: Competitive Position 2006
SEGESTICA DOO
Strategic Direction
Key Facts
Summary 15 Segestica doo: Key Facts
Company Background
Production
Competitive Positioning
Summary 16 Segestica doo: Competitive Position 2006
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 17 Lager by Price Band 2007
Sector Data
Table 21 Sales of Beer by Subsector: Total Volume 2002-2007
Table 22 Sales of Beer by Subsector: Total Value 2002-2007
Table 23 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 24 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 29 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 30 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 31 Beer Exports by Country of Destination: Total Value 2001-2006
Table 32 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 33 Beer Imports by Country of Origin: Total Value 2001-2006
Table 34 Company Shares of Beer by National Brand Owner 2002-2006
Table 35 Company Shares of Beer by Global Brand Owner 2002-2006
Table 36 Brand Shares of Beer 2003-2006
Table 37 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 38 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 41 Sales of Wine by Subsector: Total Volume 2002-2007
Table 42 Sales of Wine by Subsector: Total Value 2002-2007
Table 43 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 44 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 45 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007
Table 46 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007
Table 47 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 48 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 49 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 50 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 51 Wine Exports by Country of Destination: Total Value 2001-2006
Table 52 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 53 Wine Imports by Country of Origin: Total Value 2001-2006
Table 54 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 55 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 56 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 57 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 58 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 59 Sales of Spirits by Subsector: Total Value 2002-2007
Table 60 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 61 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 62 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007
Table 63 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007
Table 64 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 65 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 66 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 67 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 68 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 69 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 70 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 71 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 72 Liqueurs Production: Total Volume 2001-2006
Table 73 Company Shares of Spirits by National Brand Owner 2002-2006
Table 74 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 75 Brand Shares of Spirits 2003-2006
Table 76 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 77 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 78 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 79 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
CIDER
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 80 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 81 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 82 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 83 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 84 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 85 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 86 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 87 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 88 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 89 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 90 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 91 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 92 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 93 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 94 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012