Sweet Biscuits, Snack Bars and Fruit Snacks in Macedonia

PROSPECTS

Increased influence of health and wellness trends shape the category in 2018

Sweet biscuits, snack bars and fruit snacks continues to achieve solid value and volume growth rates in 2018. As is the case with most other snacks ranges, health and wellness trends significantly influence the performance and the entire nature of the category.

Health and wellness responsible for strong growth of dried fruit

Thanks to the evolving consumer habits and changing diets of the local population which rely on the latest global health, wellness and fitness trends, the local market is experiencing increased volume demand for natural fruit snacks, dried fruit in particular. These products are often used as an addition in milk shakes and smoothies etc.

Value-added products in the category drive average unit prices up

As leading manufacturers continue to add higher nutritional value to their sweet biscuits and snack bars, the average unit prices of products in the category continue to increase. Interestingly enough this increase has not had a detrimental effect on the entire category.

COMPETITIVE LANDSCAPE

Kraskomerc dooel leads in 2018

Sweet biscuits, snack bars and fruit snacks in 2018 is led by Kraskomerc dooel, a local subsidiary of Croatia’s Kraš dd, with a moderately declining value share. Kraskomerc dooel is increasingly facing stiff competition from regional and international players, as well as from rising stars among domestic companies, such as Makprogres doo and Vitaminka ad.

Two Turkish companies ably compete, ranking second and third

Two Turkish companies rank among the category leaders within sweet biscuits, snack bars and fruit snacks in 2018. ETI Gida San ve Tic AS and Yildiz Holding AS rank second and third respectively with a moderately declining value sales share.

Several domestic companies maintain a minimal presence

In 2018, the sweet biscuits, snack bars and fruit snacks category remains under the dominance of the international players and their brands. Regional companies from Turkey, Croatia, Serbia and Bulgaria dominate among them, while only several domestic companies maintain a minimal presence.

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