Processed Meat and Seafood in Slovakia

PROSPECTS

Slovak consumers demand higher quality

High meat content is an important factor in the decision-making process in processed meat for Slovaks when selecting a brand. Consumers will increasingly look for high-quality meat products as the economic situation of local households continues to improve.

Competition from foodservice and unprocessed products

Cooking at home from fresh ingredients has a very long tradition, and remained popular in Slovakia in 2018, despite the strengthening convenience trend. Making food at home is considered both cheaper and healthier, whilst it brings the family together, benefiting sales of fresh meat and seafood.

Freshness and traditional products attract consumers’ interest

Traditional products such as pâté are expected to remain popular for the foreseeable future, although the premiumisation trend and ingredients quality will be major factors. Whilst taste and superior ingredients will play important roles, innovation in packaging is also expected, with pâté increasingly offered in glass packaging, such as Krajanka Paté with Roasted Meat by Alimpex-Maso.

COMPETITIVE LANDSCAPE

Strong product innovation helps sustain sales growth

Processed meat and seafood in Slovakia remains mainly traditional, but also highly innovative, leading to numerous product expansions, as well as packaging redesigns. For example, Mecom Group introduced Mecom grilling sausages, which contain 80% meat, whilst the recipe was further enhanced by making sure it is suitable for gluten-intolerant consumers.

Investing in production in segments with future growth expectations

Hyza, a major local manufacturer of poultry meat, invested in considerably expanding its production facilities in 2018. This was thanks to the rising popularity of local poultry meat, as well as improving export opportunities in the future.

Advertising to better utilise marketing budgets

Private label gained slight value share in processed meat and seafood in 2018, thanks to growing demand for higher-quality and locally sourced processed meat. Retailers invested heavily in brand perception, with a strong focus on freshness, and this is likely to continue in 2019.

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