Organic Beverages in Slovakia

PROSPECTS

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

Organic beverages is by far the smallest offering from health and wellness beverages, with a limited number of products available, resulting in low value sales. These low sales were also the result of limited product availability, inadequate marketing and promotions, partnered with high unit prices.

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

The average unit price for organic beverages was very high in Slovakia in 2019, with an average unit price double that of naturally healthy beverages. Consumers in 2019 were not yet aware of the differences between organic beverages and others, to account for this cost difference.

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

Limited product availability of organic beverages was seen in 2019. Manufacturers mostly focused on organic 100% juice, which could be seen in most store-based retailers.

COMPETITIVE LANDSCAPE

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

There was no clear leader within the competitive landscape of organic beverages in 2019. The highly fragmented landscape and low number of sales held by the various manufacturers accounted for little share difference between players.

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

Strong product developments were introduced in 2019, by Baliarne Obchodu. The player launched organic loose green matcha tea and loose tea Chun Mee.

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

Private label products were present in organic beverages in 2019. Tesco Organic Bio 100% apple juice (Tesco Stores) and Solevita Bio 100% orange juice (Lidl Slovenská Republika) were the main private label products available in organic beverages.

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