With the increasing trend towards health and wellness, more and more consumers in Slovenia have started to pay more attention to their diets, including avoiding unhealthy, fatty foods. This has effected a reduction in usage of cooking fats for meal preparation in Slovenian kitchens.
While butter and spreads saw contracting value sales over the early part of the review period, the trend reversed and finally resulted in more noticeable growth in 2018. This is mainly a result of the better performance of butter which is deemed to be the less harmful option among butter and spreads due to marketing activity and PR campaigns aimed to save the image of the products.
The average unit price of butter and spreads saw a small increase in 2018 despite declining volume sales and increasing competition from private label and other economy brands that pushed prices down. Despite butter volume sales declining in 2017, prices were not affected as much and rises in 2018 were observed to be at the same level as for cooking fats and margarine and spreads.
Atlantic Trade doo maintained the leading value share in butter and spreads in Slovenia in 2018. This is thanks to its takeover of Unilever brands that have been managed successfully over years and enjoy high brand recognition among consumers and an established distribution network for its single best-selling brand, Rama.
Pomurske Mlekarne dd holds second place in butter and spreads. Its portfolio hosts brands such as Slovensko Surovo Maslo, Ljutomer’s and Slovensko Cajno Maslo, domestic brands that are well regarded by local consumers.
While the leading players scramble for value shares, private label products display the biggest gains of all leading retailers, including Mercator, Spar and Lidl, mainly as a result of the increased overall popularity of private label in Slovenia. Besides economising, company marketing strategies are being shaped by health and wellness and premiumisation trends that bolster new product launches and the advertising of existing brands with in-line product claims.
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