Sales of savoury snacks continued growing in most Eastern European countries in 2020 and 2021, in spite of Coronavirus (COVID-19). Even if some on-the-go sales were lost during the pandemic, particularly in 2020, home seclusion has tended to benefit sales of many snack types, including the trend towards larger pack sizes in some countries. While newer categories like tortilla chips will be most dynamic in 2021-2026, potato chips and nuts, seeds and trail mixes will continue to dominate sales.
This report comes in PPT.
Although Eastern European countries experienced major disruptions in both 2020 and 2021 as a result of the COVID-19 pandemic, sales have generally continued seeing positive growth. While some impulse or on-the-go sales might have been lost as a result of mobility restrictions, the products in this market represent affordable snacks, with home seclusion actually helping to boost sales in many cases. Large pack sizes have continued becoming more popular in some markets, especially in potato chips, as they offer better value for money as well as being good for sharing among families snacking together more often in their own households due to home seclusion.
There has continued to be a rising trend towards healthier products – for example, being baked rather than fried, or containing less fat or salt. Rising health consciousness is expected to have an increasing influence over the forecast period, with players continuing to launch more brands and products with health claims such as “lower salt content”, “low fat”, “no additives” and “no preservatives”. In addition, products like rice snacks, vegetable and pulse chips or nuts and seeds will also remain popular for their healthy characteristics.
PepsiCo remains the clear leader in Eastern Europe, well ahead of the rest of the pack. Although it has a number of brands in the region, including Max, Cheetos, Doritos and Khrusteam/Hrusteam, market number one Lay’s continues to account for more than half of its overall share.
Savoury snacks will continue to record positive growth over the forecast period. Potato chips will account for around 40% of the total new value sales. Tortilla chips will continue to be the most dynamic product over 2021-2026.
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