A positive economic climate and growing consumer confidence as a result of higher disposable incomes helped soft drinks in Slovenia to record another positive performance in 2018. Sales increased in both volume and value terms, with the off-trade outperforming the on-trade in volume terms but vice versa in value terms.
Three major trends have been shaping consumer demand for soft drinks for some time now and are only growing in strength. One of these is economising, with Slovenians displaying a strong bargain hunting mentality and always being on the lookout for the best price/quality ratio, with this aided by new technologies allowing on-the- spot comparisons.
Manufacturers have had to face a gradual shift from traditional retailers to not only e-commerce but more so discounters, which rapidly expanded their networks in Slovenia over the review period. Taking advantage of perfect timing, discounters emerged at the beginning of the economic downturn and offered consumers attractive prices, thereafter building on their early success by slowly transitioning into modern retailers with a more attractive image so as to also appeal to middle-income households.
Most companies were able to recognise and respond to the major consumer trends shaping the soft drinks market in Slovenia in 2018. These trends are growing stronger every year and are expected to have a significant impact not only on soft drink brands but also packaging manufacturers and their respective distribution channels.
Over the review period the majority of soft drinks continued to recover from the economic downturn of the previous decade, with this set to continue over the forecast period, leading to positive growth for most categories. Indeed, off-trade value sales are finally set to exceed pre-crisis levels early in the forecast period, while volume sales are expected to get there at the latter end of the period.
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This industry report originates from Passport, our Soft Drinks market research database.