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