There is an intrinsic propensity to cook soup in Croatian culinary culture. “Soup is one half of the lunch” is a proverb that is heard rarely these days, though.
Much shelf space in Croatian retail outlets is dedicated to soup, and the number of different types is big. Consumers cannot complain that there is a lack of choice; even more interesting, they can choose from the almost identical product portfolios offered by three main brands: Podravka, Maggi and Knorr.
Croatians, probably missing the old traditions of eating soup made on the spot, lament that the dehydrated version of soup seems “too artificial” to them. Although they recognise the benefits of convenience, they still prefer the “natural” variant, if possible.
There are only three major players in the soup competitive landscape, and the dominant player is a local company, the leading company in cooking ingredients and meals, Podravka dd. Podravka was one of the first companies to offer dehydrated soup, if not the first.
Two otherwise well-known global players, each eager to acquire Podravka, must content themselves with the small remaining slice of soup sales. Nestlé Adriatic doo with Maggi and Unilever Croatia doo with Knorr have similar value shares and mostly compete between themselves.
Podravka, Nestlé and Unilever are responsible for most soup value sales. Little is left for the rest of the field.
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This industry report originates from Passport, our Packaged Food market research database.