Executive Summary

Nov 2018
PROSPECTS
Revival of artisanal slowly under way

Just two decades ago, retailers were exclusively supplied by local bakeries that used to deliver fresh white bread to their shops. Since then, the situation has changed in the sense that major retailers started to get prefabricated loaves of frozen bread, which they would bake on the spot in newly acquired bakery ovens.

Impressive per capita spending on bread

Looking at per capita spending, baked goods, bread in particular, make up a significant part of the Croatian daily food basket. The meals they eat, alongside their taste preferences, are the main drivers behind such an impressive performance.

A profound change in packaging within baked goods

At the beginning of the millennium, the domination of white wheat bread baked fresh and consumed the same day seemed unquestionable. The change in the way bread is sold in retail came quietly, but relatively quickly.

COMPETITIVE LANDSCAPE
Fragmentation still significant

Despite all the years of effort to consolidate baked goods, there was no creation of major national brands within the category in Croatia. Artisanal bread continued to prevail and accounted for more than two thirds of all value sales in 2018.

Confusing brand names make purchasing harder

To add to the confusion, retailers deliberately avoid standardising their products. They are not named in a way that might explain the ingredients or the recipe, but are often given detached marketing designations such as “Hunter’s Bread”, “Forester’s Bread”, “Loafer” and similar, so that buyers who arrive at a retail outlet for the first time will have to ask the staff what the names mean.

No such thing as economy bread

Given the importance of bread as a staple in Croatia, the government previously used to intervene very often in the industry, keeping the price down and protecting bread as some sort of a social category that ensures food for those who are economically challenged. Although the government does not (and cannot) intervene any longer, the general sensitivity towards bread pricing has remained.

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Baked Goods in Croatia

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Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Croatia 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 Baked goods in Croatia?
  • What are the major brands in Croatia?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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.

Packaged Food in Croatia - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Croatia still revolves around traditional staples
Modest but positive market performance witnessed in 2018
Agrokor crisis has major implications for packaged food in Croatia
Croatians express outrage over being treated as second best
Health concerns set to exert growing influence over packaged food choices

FOODSERVICE

Sales to Foodservice
Agrokor crisis brings trouble for Velpro
Leading foodservice suppliers not exclusively focused on this activity
High costs and logistical challenges discourage entry of large specialist foodservice suppliers
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources