Health and Wellness in Slovakia

Health and Wellness in Slovakia

EXECUTIVE SUMMARY

Growth in 2019 was driven by the increasing interest in health and wellness, a rise in disposable incomes, and the government’s initiative to boost sales of local goods

The growing health and wellness trend boosted sales for no added sugar, added or natural protein, free from offerings and FF sports drinks

Global players take the lead in the health and wellness landscape, releasing innovative products and financing launches with multimedia marketing campaigns

Supermarkets and hypermarkets lead distribution, however, internet retailing is on the rise, benefiting from being convenient, and often having lower price-points

Positive growth will be recorded over the forecast period, driven by consumers increasing knowledge of health and wellness, and players added value innovations

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Better For You Beverages in Slovakia

HEADLINES

PROSPECTS

The increasing use of natural sweeteners and low-calorie options is driving sales of BFY beverages

Manufactures are set to reduce the sugar content of their drinks by 2020, which will lead to a rise in BFY reduced-sugar drinks over the forecast period

Reduced-sugar RTD tea witnesses healthy growth, whereas decaffeinated instant standard coffee struggles

COMPETITIVE LANDSCAPE

Fuze Tea records the most significant increase in sales, backed by a multimedia promotional campaign

Intrat Praha as retains its lead with Nestea, as Pepsi-Cola SR comes in second with its flagship cola offerings

New product developments are seen in RTD tea and energy drinks, and three players lead in reduced-caffeine beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in Slovakia

HEADLINES

PROSPECTS

Players are set to respond to consumers demands for natural sugar options, with many preferencing the taste over artificial sweeteners

Consumers reach for natural fat content in dairy products, as experts advise these are healthier than low-fat dairy offerings

The government may intervene to educate the Slovakian public on health and wellness

COMPETITIVE LANDSCAPE

Retailers pledge to reduce the sugar, salt and fat content of their private label lines, a move that will boost growth of BFY options over the forecast period

Players need to compete by increasing consumer awareness surrounding the health benefits of their products

Tesco compete with a low fat curd, and we expect to see a rise in on-the-go consumption

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in Slovakia

HEADLINES

PROSPECTS

FF beverages records solid growth, driven by the governments initiative to highlight the importance of vitamins and minerals, as well as increased availability

As consumers interest in health, wellness and exercise increases, FF sports drinks records higher levels of growth

As Slovaks lives get increasingly busier, FF energy drinks and FF bottled water see strong growth, with consumers reaching for their added vitamins and minerals

COMPETITIVE LANDSCAPE

Kofola and Red Bull Slovensko retained their leads, with Novartis Slovakia and Coca-Cola HBC Slovakia significantly behind

Domestic player Baliarne Obchodu leads FF hot drinks, benefiting from strong promotional activity and product positioning

McCarter strengthens its offerings of FF beverages, adding an innovative smoothie range, fortified with vitamins and antioxidants

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2014-2019
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2014-2019
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in Slovakia

HEADLINES

PROSPECTS

A growing number of consumers reach for high protein or products fortified with protein for a boost of health and wellness

Vitamins and dietary supplements pose a threat to fortified/functional packaged sales, as many consumers view these as a quick fix for healthy living

FF protein/energy bars records the most growth, as players launch innovations in response to the demand for fortified/functional snacks

COMPETITIVE LANDSCAPE

Players could focus on health specialists and influencer marketing to height product awareness and drive positive brand reputation

Players are set to compete with more convenient packaging, enabling a rise in on-the-go consumption

Domestic players benefit from having local sourced ingredients, allowing them to have a competitive edge in the landscape

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 46 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 47 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2014-2019
Table 48 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 49 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 50 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 51 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 52 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in Slovakia

HEADLINES

PROSPECTS

Free from gluten and free from lactose benefits from a rise in purchasing power, and some consumers beliefs that gluten and lactose cause weight gain

Rising health awareness and smart product labelling would encourage further product recognition over the forecast period, especially for naturally lactose-free items such as parmesan cheese

Healthier snacking drives growth, as players release free from gluten snack options

COMPETITIVE LANDSCAPE

Private label expand their existing ranges, competing with further free from options

Free from meat manufacturers face competition from foodservice and home delivery, which are set to threaten their value sales over the forecast period

Snacking innovations will shape the competitive landscape, as further product innovations will launch

CATEGORY DATA

Table 55 Sales of Free From by Category: Value 2014-2019
Table 56 Sales of Free From by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Free From: % Value 2015-2019
Table 58 LBN Brand Shares of Free From: % Value 2016-2019
Table 59 Distribution of Free From by Format: % Value 2014-2019
Table 60 Forecast Sales of Free From by Category: Value 2019-2024
Table 61 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in Slovakia

HEADLINES

PROSPECTS

Growth in naturally healthy beverages is driven by consumers demands for options free from artificial ingredients, preservatives and colourants

NH soft drinks accounts for the majority of value sales, with improved options boosting growth

NH hot drinks decline in 2019, due to a warmer winter whereas RTD green tea grows

COMPETITIVE LANDSCAPE

Karlovarské Minerální Vody takes the lead of the fragmented landscape, with Coca-Cola HBC Slovakia in second-place

McCarter retains its lead value share with Rio, benefiting from a solid reputation and active promotions

Baliarne Obchodu competes with strong flavour innovations, offering Minstral tea to the landscape

CATEGORY DATA

Table 62 Sales of NH Beverages by Category: Value 2014-2019
Table 63 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 64 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 65 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 66 Distribution of NH Beverages by Format: % Value 2014-2019
Table 67 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 68 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in Slovakia

HEADLINES

PROSPECTS

Competition comes from products with added value, as consumers view these as being premium compared to naturally healthy packaged foods

Natural ingredients are becoming more popular, as consumers boycott artificial preservatives and reach for naturally healthy cereal bars

Honey drives growth due to its diversity and popularity, however, lower VAT could reduce forecast value sales

COMPETITIVE LANDSCAPE

Local players and those from the Czech Republic compete by having ingredients sourced locally

Players turn to superfood ingredients to compete in the landscape, giving them a clear advertising message and heightening appeal to consumers

Domestic players are set to focus on labelling, giving them a competitive edge as they highlight their locally sourced ingredients

CATEGORY DATA

Table 69 Sales of NH Packaged Food by Category: Value 2014-2019
Table 70 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 71 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 72 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 73 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 74 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 75 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in Slovakia

HEADLINES

PROSPECTS

Despite low value sales, organic beverages has strong potential and is set to record positive growth over the forecast period

With a unit price double that of other health and wellness beverages, organic offerings need to enhance the communication of their health benefits

Organic 100% juice benefits from wide availability boosting its value sales and growth

COMPETITIVE LANDSCAPE

Three players retain the lead in organic beverages, focusing on social media promotions to boost value sales

Players in organic tea compete through strong flavour developments, offering unique tastes to the landscape

Private label is available in organic beverages, however, consumers are wary of the high unit prices

CATEGORY DATA

Table 76 Sales of Organic Beverages by Category: Value 2014-2019
Table 77 Sales of Organic Beverages by Category: % Value Growth 2014-2019
Table 78 Distribution of Organic Beverages by Format: % Value 2014-2019
Table 79 Forecast Sales of Organic Beverages by Category: Value 2019-2024
Table 80 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024

Organic Packaged Food in Slovakia

HEADLINES

PROSPECTS

Organic cooking oils face challenges, as coconut oil is criticised for its level of fat, and all oils are noted to have high price points

Organic raw and superfood ingredients are on the rise, with consumers appreciating their premium positioning

Organic food players are set to invest in eco-friendly packaging as consumers are becoming environmentally conscious

COMPETITIVE LANDSCAPE

Retailers compete with organic private label offerings, making accessible shelf space for their ranges

Players must offer eco-friendly packaging to remain competitive in the landscape

Internet retailing continues to grow, boosted by retailers online stores and the convenience of the service

CATEGORY DATA

Table 81 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 82 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 83 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 84 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 85 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 86 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 87 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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