Slovak consumers are increasingly interested in higher quality and are scanning labels for ingredients and artificial preservatives or taste enhancers. This premiumisation trend is being driven by the strengthening purchasing power of Slovak households, as well as improving health awareness.
Grilling herbs and seasoning gained popularity in 2018 as the possession rate for grills is increasing. This is particularly true for dry seasoning mixes for specific meat or recipes (cooking sauces), which are increasing in popularity thanks to the developing convenience trend.
Mayonnaise and various salads in mayonnaise (with pieces of ham, fish or vegetables) saw stable sales growth in 2017 and 2018. There was a dynamic increase in demand for locally sourced products such as Ryba Kosice, with its Piknik brand.
A successful marketing campaign focusing on the grilling season called Gorilovanie s Vitanou was introduced in 2018, with consumers being offered the chance to win new prizes such as new grills or Vitana seasoning products. The campaign was timed for the beginning of the grilling season (May) and greatly supported brand perception among consumers.
In 2018, private label ranges were able to fend off growing competition from branded counterparts in a handful of areas. Affordable prices and stronger marketing support in large areas such as dry sauces or herbs and spices were also supported by innovation in spice mixes (ie Lidl’s limited time offers).
Slovak consumers continued to seek price promotions and discounts in 2018. However, the overall scope and length of discounts has been reduced slightly, thus putting upwards pressure on average unit prices.
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This industry report originates from Passport, our Packaged Food market research database.