Rising economic tensions have forced consumers to limit their purchases of organic products in 2020. Growth was therefore moderately subdued overall in the year as jobs were at risk and many households faced the reality of reduced income due to the COVID-19-imposed limitations, including children being at home and “Kurzarbeit” (a social insurance programme based on the reduction of employees' working time and wages as an alternative to redundancy).
Organic products saw new international players enter the market in 2020, such as Auga Organic Soups which bet on rising convenience and a growing number of health-conscious consumers. Baby food also recorded rising attention as parents wanted the best quality food for their children despite growing future economic uncertainty.
Organic products increasingly moved to e-commerce in 2020 due to social distancing and consumers seeking better product assortments as well as the best prices. At the same time, many health and wellness stores were closed or experienced reduced footfall due to COVID-19 restrictions (including a limit on the number of customers per square metre) or due to being located in shopping malls, which remained closed for business with the exception of grocery stores and therefore had reduced footfall.
The financial strain of consumers’ budgets in Slovakia is expected to manifest itself in a strengthening market share of private label products during 2021 and 2022. Retailers such as dm-drogerie, Tesco, Billa and Kaufland are quick to respond to consumer demand and are not afraid to push innovations even during more difficult times, whilst staying cheaper than standard products (for example, the expanding private label assortment of dm- drogerie’s organic nut-based spreads).
Fairtrade and eco-friendly packaging is becoming increasingly tied to organic products. With a growing number of premium brands using the same labels such as Fairtrade, organic products will need to focus more on following the same trend.
The worsening economic climate is set to negatively impact organic sales and consumers are expected to trade down to cheaper products, possibly from local manufacturers. However, as the economic situation improves, organic products should see growing consumer interest.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Slovakia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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