Savoury snacks are not only popular on the go, they are also a favourite snacking choice whilst watching sporting events or TV and in the cinema. What is even more important to recognise is that manufacturers rely strongly on advertising opportunities created by such occasions, most recently the widely televised 2018 FIFA World Cup.
During the review period there was significant product diversification in savoury snacks in terms of new flavours, new packaging for different occasions and new types of store displays, all aimed at attracting consumers’ attention and generating impulse demand, thus preventing consumers from getting too deep into details whilst making purchase decisions. As examples of these new developments we see Marbo engaging consumers through social media to gain their suggestions for new flavours, cross-advertising that Marbo uses to promote both the Chipsy and Pepsi brands; Atlantic Group launching party packs designed for birthdays and other mass gatherings; as well as small single-serving packs seen penetrating nuts and seeds.
One of the fastest-growing savoury snacks categories in Bosnia-Herzegovina during the review period – the one with the most significant growth potential and the one with the best health image – was nuts, seeds and trail mixes, or more specifically nuts and seeds, which are considered a source of healthy fats and an optimal carbs-to-protein ratio. However, the category seemed to be slowing down at the end of the review period and the reason for this trend is soaring penetration of nuts and seeds sold in bulk, whether through specialised health food shops or through modern grocery retailing formats, namely supermarkets, hypermarkets and convenience stores, which devote increasing attention to bulk sales of nuts and seeds.
Marbo, a PepsiCo subsidiary, dominated savoury snacks in Bosnia-Herzegovina in 2018. Marbo is originally a regional manufacturer, but unlike most other big regional players in snacks, Marbo does not date back to the former Yugoslavia era, but rather built its business from the ground up over the course of the last two decades.
Marbo eventually set up a production facility in Bosnia-Herzegovina, having recognised the potential in the country before PepsiCo acquired it. Nowadays, Marbo’s marketing strategy is aligned with PepsiCo’s global initiatives, including endorsements by celebrities like the Argentinean soccer star Lionel Messi and cross-promotion with the Pepsi brand, but it also takes into account local specifics as it offers local flavour variants and adverts featuring regional celebrity Sergej Trifunovic.
Private label’s value share in savoury snacks in Bosnia-Herzegovina is larger than it is elsewhere in snacks. It is significant in nuts, seeds and trail mixes, but private label is now available across most savoury snacks categories.
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This industry report originates from Passport, our Packaged Food market research database.