Dairy in Slovenia

Prospects

Cheese sees healthy growth despite consumer trends

Cheese in Slovenia saw a healthy performance in 2018 displaying signs of recovery from the contraction of value sales in the first half of the review period. This is mainly tied to the economic performance of the country over the review period – economising on spending among local consumers followed by recovery in line with stronger consumer confidence.

Health and wellness influences sales of cheese

Origin, as a quality marker of cheese products, is gaining importance in Slovenia as a result of premiumisation. It becomes a decision factor during affluent times when disposable incomes and consumer confidence levels increase, compared to recession periods when consumers are forced to prioritise purchases based on price and the economising trend sets in.

Product development and marketing intensify competition

There were few product developments observed in 2017/2018 as dairy producers focused on other categories. Thus, sales of cheese stabilised at the end of the review period.

Competitive Landscape

Dairy giant Ljubljanske Mlekarne leads the way in cheese

Ljubljanske Mlekarne dd remained the undisputed leading player in cheese in Slovenia in 2018. The company produces and markets the two best-selling cheese brands, Jošt and Mu.

Private label products continue to grow

While relatively few consumers are inclined to purchase premium cheese brands regularly, most prefer standard brands. This is mainly a result of the price-quality ratio.

Marketing and advertising activity lacks commitment from leading producers

With the anticipated lack of any significant product launches in 2018, it is unlikely that any packaging innovations will be observed. In terms of marketing, cheese brands remain in the shadow of prioritised product segments such as drinking milk products or yoghurt.

Prospects

Drinking milk products changes its colours

Slovenian consumers are changing their purchasing habits in line with nascent health and wellness trends, among others, affecting drinking milk products overall. This has mainly resulted in growing shares of milk alternatives such as soy drinks and even goat milk which is considered healthier than cow’s milk.

Full fat fresh milk continues to dwindle in the forecast period

Fresh milk is perceived to be healthier and “more natural” compared to shelf stable milk. However, convenience takes precedence and shelf stable milk is, therefore, a popular choice for consumers.

Unit prices are mainly locked in during the forecast period

Average unit prices of most drinking milk products saw slight increases in 2018. Price rises were expected to be higher as raw milk and milk fat prices experienced some volatility in 2018.

Competitive Landscape

The leading player remains undisputed with the lion’s share of drinking milk products

Ljubljanske Mlekarne dd remained the leading player in drinking milk products in 2018. The producer’s success is mainly a result of its very long history and presence in drinking milk products in Slovenia with the most recognisable and single best-selling brand, Alpsko Mleko.

Tight race for second place among private label players

Second place in drinking milk products was held by the private label of Poslovni Sistem Mercator dd in 2018. This is due to its highly developed distribution network and the relative quality perceived by its consumer base as the milk is sourced locally.

Standard brands remain the most prevalent among rising private label

While private label products continue to grow in popularity, premium drinking milk products remain largely limited in Slovenia. This is also the reason for standard drinking milk product brands having the highest popularity as the Slovenian consumer remains highly price-conscious and expects a good price-quality ratio.

Prospects

Yoghurt takes off with a new taste

Yoghurt and sour milk products experienced a downturn in the middle of the review period and just as quickly witnessed a recovery over the late review period. This was primarily a result of the second wave of the crisis that influenced most categories of packaged food.

Competition intensifies and sees unit prices drop over the forecast period

Drinking and plain yoghurt recorded the most dynamic performances in 2018, based on projected figures. These products are growing in popularity in line with the health and wellness trend due to being perceived as a healthier option compared to sweetened or flavoured variations.

Product launches and marketing stir further growth

Product launches that have been observed are expected to bear fruit due to the continuous marketing support that accompanies them. On the other hand, producers are focusing on developing their distribution networks and negotiating better terms with retail partners in order to emerge from the intensifying competition which is only fortified with the plethora of new products available.

Competitive Landscape

The top three players gear up for leadership of yoghurt and sour milk products

Ljubljanske Mlekarne dd maintained its lead within yoghurt and sour milk products in 2018. This was a result of its success elsewhere within dairy and the brand synergies of Mu and Ego.

Standard brands prevail in yoghurt sales in Slovenia

Premium yoghurt and sour milk products tend to rely on strong brands and claims of superior quality and prestige in order to win consumers; however, Slovenia only fosters a marginal share for such products. Standard brands, on the other hand, represent the largest share of consumer demand in line with the price consciousness of Slovenians and promise excellent quality for reasonable prices.

Domestic brands grab share from internationals

International producers have had the upper hand over domestic ones since 2013 with the Groupe Lactalis buyout of previously domestically-owned dairy giant, Ljubljanske Mlekarne. However, domestic brands are making a stand, as the number one selling brand along with locally-sourced private label are gaining popularity.

Prospects

Other dairy sees stable growth during the forecast period

Fromage frais and quark displayed another year of healthy growth in 2018 followed by cream. They represent the biggest value within other dairy and their healthy performance is the main engine of growth.

Marketing activity is expected to gear up within other dairy

During the review period, most dairy producers were focused on product development and marketing activity in other categories of dairy which resulted in a significant increase in competitiveness and an inevitable drop in bottom lines for all involved.

Average unit prices remain stable during the forecast period

Average unit prices across other dairy categories increased in 2018, although at different rates, but typically above other types of dairy. The reason for this is not related to the volatility of raw milk and milk fat, but is due to growing volume demand for higher-priced international brands such as coffee whiteners.

Competitive Landscape

The leadership of other dairy remains firmly unchanged

Mlekarna Celeia doo maintained its leadership of other dairy in 2018 as a result of the high popularity and widespread availability of its number one selling cream brand, Zelene Doline. It not only has a long-standing presence in other dairy but also the added value of the common distribution network with other category product lines of its producer.

Internationals dominate other dairy

While international producers enjoy a comfortable position in other dairy, their importance is increasing with the penetration of global brands paired with the onslaught of private label within discounter networks. Domestic manufacturers, on the other hand, represent a significant value share, while at the same time being responsible for the production of private label for the leading retailers.

Private label competes with standard brands

Premium brands are almost non-existent in Slovenian other dairy categories, while standard brands represent the biggest share and attract the typically frugal local consumer base. Economy brands and private label pose serious competition to standard brand producers as they appeal to the same price-conscious consumers.

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