Executive Summary

Aug 2018
PROSPECTS
Unfavourable outlook for Croatian dairy farmers

Despite the fact that local farmers have been complaining and warning about their intolerable situation, the situation is not improving. Over the past two decades the number of domestic dairy farmers has fallen from about 50,000 to just about 5,000 in 2018, while the production of raw milk has almost been halved.

Fresh milk on the rise

A significant shift in consumer preferences was observed over the review period: with the advance of microfiltered variants of fresh milk, consumers embraced the new format, which recorded extraordinary growth and is increasingly replacing shelf stable milk. As the new technology has extended the shelf life of fresh milk to almost three weeks, consumers are now more prone to use this type of milk.

Milk alternatives remain insignificant

In spite of the global trends, milk alternatives have not been particularly successful in Croatia. Unless there is a clear reason, non-dairy milk alternatives are rarely used, with the prevalent reason to use non-dairy milk products being lactose intolerance.

COMPETITIVE LANDSCAPE
Dairy industry giant Dukat leads milk

The domestic player, Dukat, is in such a favourable position that it can allow itself to dictate trends and set up terms for negotiating with milk suppliers. Despite fierce pricing wars, brand loyalty remains high in milk, and the major producers can rely on their consumer base.

Vindija implements a different strategy

Dukat’s main competitor, Vindija, represents a particularly interesting case in Croatia: the company relies traditionally on the quality of its products and has completely withdrawn from electronic media and only implements advertising in the printed press. Apparently, the quality of the product is well appreciated and helps the player to maintain its ranking.

No distinguishable price bands

Traditionally, in Croatia, bread and milk are the most socially sensitive categories and the government is ready to intervene in any possible way to ensure that both are sold at reasonable prices. After Croatia joined the European Union its options became rather limited.

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Drinking Milk Products in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Drinking milk products industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Drinking milk products industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Drinking milk products in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Drinking milk products in Croatia?
  • What are the major brands in Croatia?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • What are the market opportunities for ethically sourced dairy items?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Croatia - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Croatia still revolves around traditional staples
Modest but positive market performance witnessed in 2018
Agrokor crisis has major implications for packaged food in Croatia
Croatians express outrage over being treated as second best
Health concerns set to exert growing influence over packaged food choices

FOODSERVICE

Sales to Foodservice
Agrokor crisis brings trouble for Velpro
Leading foodservice suppliers not exclusively focused on this activity
High costs and logistical challenges discourage entry of large specialist foodservice suppliers
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources