Sauces, dressings and condiments witnessed a contracting period over the review period with an upturn in the negative trend in 2017 and a final sign of stable recovery in 2018. The category was significantly affected by the second wave of economic downturn that hit retailing earlier in the review period, as it is perceived as non-essential by local consumers.
While bouillon exhibited decreasing retail volume and value sales in 2018, pasta sauces, cooking sauces and pickled products witnessed the highest value and volume growth rates of the entire category. Cooking and pasta sauces are gaining in popularity along with pasta products due to convenience and speed of preparation.
By far the biggest category in sauces, dressings and condiments is herbs and spices, followed by tomato pastes and purées. The former experienced a reverse in falling volume demand in 2018 and is on the path to recovery, while the latter exhibited healthy growth.
In the fairly fragmented Slovenian landscape for sauces, dressings and condiments, Atlantic Trade doo remained the overall leader in 2018 with single-digit value share. Its success is due to the reputable image of Knorr and Hellmann’s and an excellent distribution channel secured by Atlantic Trade and supported by a substantial marketing budget.
International producers are strong in sauces, dressings and condiments in Slovenia as a result of well-known global brands and their perceived quality derived from enjoying the largest marketing budgets that allow for television commercials and billboards among other point-of-sale activity. Leading producers are expected to start increasing their efforts in reversing the negative trends and raising the popularity of their products by following the convenience and health and wellness trends.
Premium products failed to gather larger support due to high unit prices where claims of superior quality and premium ingredients appeal only to a narrow consumer group. Economy brands on the other hand have been gaining in share and growing in popularity, especially amongst private label that held double-digit value share in 2018, and is gaining in further popularity within the category.
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This industry report originates from Passport, our Packaged Food market research database.