Savoury Snacks in Serbia

PROSPECTS

Premiumisation drives unit price increase in 2018

During 2018, the average unit price of savoury snacks increased notably above the country’s inflation rate. This was due to the growing share of certain more expensive brands, with the premiumisation trend behind this.

Hypermarkets and supermarkets lose share, convenience stores grow

Independent small grocers remains by far the most popular channel for purchasing savoury snacks products in Serbia. This channel had the highest value share in 2018, and it was followed by supermarkets, although the latter did not perform very well in 2018.

Health and wellness trend continues to affect savoury snacks in Serbia

Serbian consumers are starting to pay a lot more attention to the ingredients contained in their favourite savoury snacks products, as the notion that many of these products are not particularly healthy spreads. This trend can be detected in the very good performance of vegetable, pulse and bread chips, because these products are considered to be much healthier than, for example, classic potato chips.

COMPETITIVE LANDSCAPE

Plazma Slana brand fails to meet expectations

Bambi Banat launched Plazma Slana brand – a savoury variant of its very popular plain biscuits brand Bambi Plazma – in February 2017, with the producer having pretty high expectations for its performance. However, consumers did not accept this change very well; sales remained modest in 2018, and will probably start to decline soon.

Private label keeps growing

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

Standard brands dominate savoury snacks, but premium segment is growing

Most savoury snacks brands sold in Serbia during 2018 fell into the standard price segment. These products offer what is considered to be a good price-quality ratio and many well-known brands fall into this category.

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