Savoury Snacks in Croatia

PROSPECTS

Potato chips is the biggest category and will help savoury snacks consumption increase as the economy improves

Within savoury snacks, salty snacks is the most important category. In turn, within salty snacks, potato chips is the biggest category in current value terms, which also makes it the biggest single savoury snacks category.

The 2018 World Cup demonstrates the link between sporting events and spikes in savoury snacks consumption

Snacks in general, but particularly savoury snacks, tend to have a strong positive correlation to major sporting events, in particular football. As 2018 saw the football World Cup in Russia, this had a major impact on sales of savoury snacks, in particular of potato chips, with the overall category’s volume growth rate almost doubling from the previous year.

The need for healthier snacks pressures the category, with rice snacks now leading the wave of lighter or more nutritious offerings

On the back of the current health and wellness trends in Croatia, savoury snacks is experiencing some changes. Low-fat and low-salt savoury snacks are penetrating the category, while hand-cooked chips or speciality snacks are in high demand, meaning that offering regular savoury snacks is not enough anymore.

COMPETITIVE LANDSCAPE

Franck dd cashes its chips in to Intersnack, meaning that savoury snacks has a new sales leader

The long-term leader Franck dd is not in the category anymore. In 2018, the company’s joint venture with Intersnack Group GmbH & Co KG for the production and distribution of its snacks business under the name of Adria Snack doo ended in the sale of the business to the Dutch partner for EUR12 million.

Local players dominate sales despite global players usually being strong in savoury snacks

The domination of local companies in savoury snacks in recent years seems well earned, with no indication that it could change in the future given that new leader Adria Snack doo can be considered a local player despite having a Dutch GBO. Looking at the European map of competitors in savoury snacks, the whole of Europe is clearly divided between two or three major global players, with Croatia an anomaly.

Savoury snacks has an interesting array of brands, with multinationals recording various levels of success

Given the relatively high fragmentation in savoury snacks, there are a few interesting players, most of which are multinational companies. Some global brands such as Chio and Cheetos do not have such good sales.

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