Executive Summary

Aug 2018
Sales decline slows down and stabilisation expected

Economic indicators continued to show healthy performance in 2018, resulting in increased consumer confidence and disposable incomes which, in turn, mitigated the declining sales of baby food in Slovenia that marked the previous years of the review period. However, not all categories were impacted by this in 2018 as demand remained volatile due to the influence of negative trends.

Health and wellness trend raises unit prices of milk formula

Powder special baby milk formula and powder growing-up milk formula displayed the most dynamic performances over the entire review period due to the specific perception of convenience attached to them by Slovenian consumers. At the same time, there was still no significant competition from private label products which resulted in average unit price increases.

Population decline hinders the better performance of baby food

The major contributing factor to the baby food sales decline over the review period was the dwindling birth rate trend in Slovenia. There has also been a publicly open debate on breastfeeding and its positive health benefits for children.

Leadership of baby food is held by Podravka

Podravka doo remained the leading player in baby food in 2018 thanks to its single, best-selling brand, Lino, which enjoys traditional, long-standing presence and high brand recognition among its local consumer base. The company is responsible for new product launches that will help secure its value share in 2018.

Other players hold relatively fragmented value shares of baby food

Far behind the leading player is a pocket of fragmented shares held by four companies. The second-placed player is Royal Numico NV with its Aptamil and Milupa brands that have carved out a third of milk formula value sales.

Baby food characterised by a lack of marketing activity

As powder milk formula advertising has restrictions in Slovenia, producers mainly rely on their online presence and in-store promotions. Furthermore, other baby food products have also rarely been observed in advertising in mainstream channels, such as TV commercials or billboards.

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Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Slovenia with research from Euromonitor's team of in-country analysts.

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If you're in the Baby food industry in Slovenia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food in Slovenia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby food in Slovenia?
  • What are the major brands in Slovenia?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.