Ready Meals in Bosnia-Herzegovina

PROSPECTS

Tradition is against ready meals

Ready meals sales in Bosnia-Herzegovina declined throughout the review period. The range of ready meals available in the country during the review period did not improve, but even degraded as Jami doo withdrew from the competition.

Dried ready meals positioned as Italian cuisine

Dried ready meals in Bosnia-Herzegovina grew marginally in retail current value terms during 2018 and was the only format within ready meals not to record value decline. Dried ready meals available in the country are typically brand extensions of popular soup brands, delivering easy-to-prepare Italian dishes to consumers seeking convenience.

Demographics influence ready meals

In terms of how demographics has an impact on ready meals, one key barrier to the stronger expansion of ready meals in Bosnia-Herzegovina is the fact that young individuals typically do not leave home before they get married, but stay with their parents and thus eat traditional home-made family food. Those who do leave home for college or other reasons typically have less of an aversion to ready meals, but they are in the minority.

COMPETITIVE LANDSCAPE

Regionals dominate ready meals

Regional manufacturers, led by Podravka doo and Ledo doo, dominate ready meals in Bosnia-Herzegovina. Sales are still too small and too volatile to attract the attention and commitment of big international players, especially considering the sharp dips in demand recorded during the review period.

Leading players do not compete directly

The leading players in ready meals, Podravka and Ledo, do not compete directly, as Podravka specialises in shelf stable and dried ready meals, while Ledo’s focus is on frozen varieties. Furthermore, Podravka’s range of ready meals is more traditional, whereas Ledo is a relative newcomer, carrying products that are more appealing to a younger consumer base, such as frozen pizza.

Domestic players’ interest in ready meals is weak

While regional manufacturers dominate ready meals, domestic players have been withdrawing, notably Jami doo, which has heavily invested in ready meals but has found no justification to pursuit it further, recognising consumers’ aversion to the format. Originally, Jami aimed to deliver traditional Bosnian cuisine in a ready meals format, but remains exclusively present in ready meals with its frozen pizza range.

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