Butter and Spreads in Croatia

2021 DEVELOPMENTS

Margarine and spreads continues to decline in retail as consumers avoid vegetable-based fats

In terms of retail sales, margarine and spreads looks set to continue its volume decline trend in Croatia in 2021. In addition, since this is a price-sensitive category, consumers are opting for private label and generally cheaper brands, pulling value sales down.

Butter performs well in 2021 as consumers continue to associate it with naturalness and health and wellness

During 2020, butter saw increased demand due to pandemic-related isolation and people cooking more at home. The trend continues in 2021, since the COVID-19 pandemic is still in effect.

Private label butter and spreads makes gains supported by the discounters channel

As a response to the economic situation in the country, sales on discounts have intensified. Private label products have profited the most, being more price approachable, offering consumers on a constrained budget good value for money in economically difficult times.

PROSPECTS AND OPPORTUNITIES

Butter and spreads set to witness positive growth throughout the forecast period as consumers go out to work again and also have a more favourable view of fats

In the forecast period, sales of butter and spreads are expected to see positive growth, mainly because lifestyles in Croatia are changing. In 2020, there was an increase in consumption, due to staying at home and cooking at home because of COVID-19.

Economic impact of the pandemic assures private label butter and spreads of strong growth

Butter and spreads in Croatia is a narrow and relatively innovation-free category, with little change seen in butter, cooking fats, or margarine and spreads for decades. Private label brands are expected to see strong growth in the forecast period, mostly because of being cheaper, which will be of benefit to Croatian consumers in the aftermath of COVID-19 as the economy struggles to recover and household budgets remain constrained.

Re-emerging tourism and the return of customers to on-trade establishments will aid the gradual recovery of foodservice volume sales

Foodservice volume sales of all types of butter and spreads will see the largest recovery in the forecast period, following the steep decline in 2020 as cafés, bars and restaurants closed. The recovery will mainly be due to the strong influence of tourism in Croatia.