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Learn moreAug 2017
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Agrokor is the largest regional player in retailing, oils and fats, frozen food and many other FMCG formats and in 2017 company was in trouble with its creditors, failing to demonstrate the long-term feasibility of its operations. Its subsidiary Zvijezda was the leading regional player in oils, fats, margarine and spreads, but had to contract its operations in 2017 due to the crisis at head office, which affected the performance of the entire category, considering the dominant share of Zvijezda. Although the overall current retail value performance of butter and margarine was negative over the review period, the decline in 2017 was the second worst of the review period due to the Agrokor crisis.
Despite recent weakness, Zvijezda remained the dominant player in butter and margarine with a retail value share of 55% in 2017. Historically, Zvijezda focused on margarine and spreads, building a strong consumer base and loyalty, leveraging superior availability and advertising potential, and acquired its most potent competitor – Serbian manufacturer Dijamant.
With a retail value CAGR of 1% at constant 2017 prices expected over the forecast period, the category is set to outperform the negative review period CAGR of 2% at constant 2017 prices. Margarine and spreads, and cooking fats are expected to continue to decline, but the growing popularity of butter will more than compensate for these declines, especially considering the significantly higher unit price of butter. Butter is the format with most potential, especially considering the expected increases in disposable income levels and health awareness over the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Bosnia and Herzegovina with research from Euromonitor's team of in-country analysts.
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