Savoury Snacks in Serbia

PROSPECTS

Tortilla chips sales are rising quickly from a low base, thanks to new launches and better distribution, while premiumisation is setting in as the economy improves

Tortilla chips keeps growing strongly and once again registered the highest retail value growth within overall savoury snacks in 2019. This was made possible by the many new launches that were observed in this category towards the end of the review period, and also by the notably improved distribution of these products.

Greater nutritional and dietary concerns are making more consumers opt for varieties of savoury snacks regarded as healthier

Nuts, seeds and trail mixes is making a full recovery within savoury snacks following two years of value sales decline in the review period. While value growth was still quite sluggish in 2019, the category recorded impressive volume growth, aided by a modest average unit price rise.

Savoury biscuits consumption times are expanding, while independent small grocers is the go-to channel for impulse-driven savoury snack purchases

More consumers are opting for savoury biscuits as a quick and convenient snack between meals or even as an on-the-go alternative to meals. This is partly influenced by manufacturers’ marketing of these products, which often advertise them as meal substitutes or at least something to ease hunger until the next meal.

COMPETITIVE LANDSCAPE

Plazma in savoury snack form – an interesting idea doomed to failure?

In 2019, The Coca-Cola Co took over Bambi Banat ad and its Plazma Slana and Još brands of savoury snacks. Plazma Slana was a quite interesting new launch in the second half of the review period as it was a disruptive brand of sorts and it introduced well-known, decades-old, sweet biscuits brand Plazma in a new variant in the category.

Distribution for imports is improving in Serbia and this will aid the premiumisation trend as disposable incomes rise

In November 2018, Marbo Product started importing globally recognised brand Doritos into Serbia. So far, its distribution has been limited and this has prevented it from achieving notable value share in what is quite a competitive category.

Private label will remain relatively popular for its low prices even though premiumisation is emerging

The two largest retailing chains in Serbia, Delhaize Serbia doo and Mercator - S doo, both have fairly successful savoury snacks private label lines of savoury snacks. These products are usually made by renowned manufacturers and consumers are thus starting to perceive that private label savoury snacks products are of a decent quality.

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