Bottled Water in Croatia

PROSPECTS

Prevalence of natural mineral bottled water

Croatia is situated in a region which offers an abundance of natural sources of water. The quality of water is also very high, and the natural mineral format prevails by far in the country, with a dominant share of total value sales.

Carbonated over still water

Still bottled water has a problem in separating itself from tap water as a hydrating solution. This leaves carbonated bottled water in the stronger position.

Water sources slipping out of domestic hands

Owning a source of good quality water is not sufficient to for a viable business, as several small entrepreneurs have discovered. Only one company has established a stable and profitable business selling bottled water using locally sourced water – Jamnica dd.

COMPETITIVE LANDSCAPE

Jamnica worries more about new owner than about market lead

Jamnica dd is written is the clear leader in bottled water in Croatia, with its two main brands being Jana in still and water Jamnica in carbonated water.

Kofola acquires Podravka and takes second place

The previous number two player in bottled water, local food giant Podravka dd, posted poor financial results and eventually sold all of its beverage operations to an international company which has beverages as its core activity – Kofola CeskoSlovensko as. After a financial boost from its Greek owners, Kofola went on a shopping spree in the region, buying Slovenian bottled water leader Radenska (with sales in Croatia as well), and the number two bottled water brand in Croatia, Studena/Studenac.

Coca-Cola Beverages Hrvatska doo still has a strong presence

Even the major multinational Coca-Cola was unable to compete strongly with Jamnica dd, and in 2012 suspended sales of its local brand Bistra, and closed the water source and its manufacturing facilities in Croatia. However, it then reinstated the brand, but bottled it in Hungary.

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