Looking at anticipated volume growth for 2021, baby food sales continue to decline in most categories. The main reason for this is poor demographics.
While Podravka dd remains the leading branded player in baby food in 2021, through its strength in both dried and prepared baby food, private label continues to hold the dominant retail value share. Private label is also anticipated to be the biggest gainer in actual value terms in 2021.
Prepared baby food is the only category to see negative value growth in 2021, in current terms. This is mostly due its high price point for the volume ready to consume ratio.
The main existing challenge for baby food in Croatia will carry on in the forecast period. The negative population demographics in the country will continue to cause the consumer base to gradually shrink, thus hampering the volume sales growth of baby food.
The negative demographic effect on baby food will be mitigated somewhat in the forecast period due to the positive impact from Croatians’ changing lifestyles. Modern lifestyles are resulting in an increasing number of working women among the population.
In the forecast period, private label will continue to increase its already dominant share of baby food in Croatia, mostly due to its affordable price points and wide availability. However, private label lines have also begun to gain consumers’ trust for their premium quality and positioning.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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