Soup in Bosnia and Herzegovina

PROSPECTS

Convenience drives growth in packaged soup

In line with rapid growth in average incomes and the trend towards busier lifestyles, the increasing desire for convenience among consumers continued to support the positive development of soup in Bosnia-Herzegovina in 2019. Overall, Bosnians remain traditionalists when it comes to soup, typically preferring home-made varieties prepared from fresh ingredients.

Instant soup scores with office workers

Instant soup in Bosnia-Herzegovina recorded the highest retail current value growth within soup during 2019. Instant soup is a small variety with a limited brand range, but one that ventures beyond the traditional understanding of soup, enabling consumers to have soup while on the go, more specifically wherever there is hot water.

Opportunities for shelf stable and chilled soup at the right price

During the review period, manufacturers, most notably Ledo doo, experimented with frozen soup, but the concept did not stick in Bosnia-Herzegovina. There is limited freezing space in households and consumers tend to use freezers mainly to store meat or out-of-season fruits and vegetables.

COMPETITIVE LANDSCAPE

Podravka is close to dominating soup thanks to established customer loyalty and wide range

Podravka doo continued to comfortably lead soup in Bosnia-Herzegovina during 2019. It is the original player that introduced packaged soup to the country.

Vispak benefits from domestic positioning and stronger marketing

Vispak dd, the leading domestic manufacturer of soup and runner-up to Podravka doo, saw the biggest increase in value sales in 2019, benefiting from improving availability and shelf space. This was made possible by investments in marketing as well as improved distribution and, specifically, the growing popularity of “let’s buy domestic products” campaign in the country, with this encouraging many to opt for domestic brands.

International players take on Podravka, with Nestlé benefiting from natural launches

Two international manufacturers of soup in Bosnia-Herzegovina are Nestlé Adriatic BH doo and Unilever BH doo. Their Maggi and Knorr brands, respectively, are typically priced similarly to Podravka’s brands, thus being more expensive than most other regional and domestic brands available.

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