The breakfast scene in Croatia is changing constantly, maybe not rapidly, but the trend is there. Croatians are devoting more time to their breakfasts than before, knowing the importance of the first meal of the day.
The consumer base is changing, and not just due to demographic changes, as even the “traditional” generations such as baby boomers are re-evaluating their eating habits, trying to cut their intake of sugar and fats in the morning. Newer generations, starting with generation X, have taken upon themselves the unthankful task of breaking with the tradition of eating a heavier, bread-based breakfast, usually entering into conflict with their parents.
Well behind the trends of the Western world, it can now be said that those in Croatia who actively try to eat more healthily are no longer on the margins of society. The traditional majority no longer frown upon healthy eaters and are in fact in the process of reviewing their own eating habits, with old practices standing in the way.
While for breakfast cereals it cannot be said that brand loyalty is strong, the brand name still seems to make a difference. Multinationals by default invest more in advertising and this brings results, particularly in the category of children’s breakfast cereals.
Lino is actually an umbrella designation for a number of single brands originating from baby food. Single brand names are created by adding the main ingredient to the root word “Lino”: Cokolino, Keksolino, Rižolino, Grisolino, Karamelino, Frutolino, Vanillino, Medolino and so on.
The above-mentioned low brand loyalty is a fertile ground for economy products. Daily use of breakfast cereals can quickly add costs to a household budget.
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This industry report originates from Passport, our Packaged Food market research database.