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Savoury Snacks in Eastern Europe

February 2021

Coronavirus (COVID-19) was seeing some sales occasions of savoury snacks move into the home in 2020 due to lockdowns and people working or learning from home, but on-the-go purchases have been negatively affected, with the pandemic’s economic impact also having an effect on sales. Sales will continue to grow, but any burgeoning premiumisation and health trends in savoury snacks could be slowed down due to the difficult economic circumstances in many of the regions’ countries.

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Key findings

Pandemic’s economic impact hits sales in some countries sales

Many countries will have seen sharp slowdowns in their growth rates in 2020, eg Poland or Ukraine, while some will have even seen declining sales, eg Croatia or Slovenia. Price sensitivity among consumers due to the economic impact of COVID-19 will have seen some trading down to more affordable economy and private label products in savoury snacks in 2020. Large pack sizes will also have continued becoming more popular in some markets, especially in potato chips, as they offer better value for money. Nevertheless, demand has remained positive in most countries, as consumers have been snacking more often in their own households, given they have been spending more time than usual at home.

Health trend continues to be seen in savoury snacks

There has continued to be a rising trend towards healthier products – for example, being baked rather than fried, or containing less fat and/or salt. HW categories have been the most dynamic in 2020, while vegetable, pulse and bread chips was recording the strongest growth among non-HW categories. Rising health consciousness is expected to have an increasing influence over the forecast period, with players continuing to launch more brands and products with health claims such as “lower salt content”, “low fat”, “no additives” and “no preservatives”.

PepsiCo a strong number one

PepsiCo remains the clear leader in Eastern Europe, well ahead of the rest of the pack. Although it has a number of brands in the region, including Max, Cheetos, Doritos and Khrusteam/Hrusteam, market number one Lay’s continues to account for more than half of its overall share.

Further positive growth expected

Savoury snacks will continue to record positive growth over the forecast period, with the ever popular potato chips accounting for half of the new sales. Tortilla chips will continue to be the most dynamic product over 2020-2025.

Introduction

Scope
Key findings

Regional Overview

Eastern Europe records strong historic period growth
Growth will slow down slightly but remain positive
Russia, Poland and Romania the main growth drivers
Salty snacks driving growth in Eastern Europe
Russia and potato chips still the major influences on the overall market
Growth is both hindered and helped by the pandemic in Eastern Europe
Supermarkets/Hypermarkets dominate sales of savoury snacks
Big jump in e-commerce sales and share, albeit from a still small base

Leading Companies and Brands

Increasing consolidation among the leading players
PepsiCo and Intersnack strengthen their leading positions
Intersnack has a wide spread across the region
No change at the top with Lay’s still leading the way

Forecast Projections

More growth to come for savoury snacks in Eastern Europe
Continued healthy growth expected for savoury snacks

Country Snapshots

Belarus: Market Context
Belarus: Competitive and Retail Landscape
Bosnia and Herzegovina: Market Context
Bosnia and Herzegovina: Competitive and Retail Landscape
Bulgaria: Market Context
Bulgaria: Competitive and Retail Landscape
Croatia: Market Context
Croatia: Competitive and Retail Landscape
Czech Republic: Market Context
Czech Republic: Competitive and Retail Landscape
Estonia: Market Context
Estonia: Competitive and Retail Landscape
Georgia: Market Context
Georgia: Competitive and Retail Landscape
Hungary: Market Context
Hungary: Competitive and Retail Landscape
Latvia: Market Context
Latvia: Competitive and Retail Landscape
Lithuania: Market Context
Lithuania: Competitive and Retail Landscape
North Macedonia: Market Context
North Macedonia: Competitive and Retail Landscape
Poland: Market Context
Poland: Competitive and Retail Landscape
Romania: Market Context
Romania: Competitive and Retail Landscape
Russia: Market Context
Russia: Competitive and Retail Landscape
Serbia: Market Context
Serbia: Competitive and Retail Landscape
Slovakia: Market Context
Slovakia: Competitive and Retail Landscape
Slovenia: Market Context
Slovenia: Competitive and Retail Landscape
Ukraine: Market Context
Ukraine: Competitive and Retail Landscape
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