The leading categories within sweet spreads, led by chocolate spreads, honey and also jams and preserves, are very mature and leave little potential for future growth of sweet spreads. In addition to maturity, an additional problem for the entire category is the uncertainty due to growing awareness among local consumers of the negative health effects from high sugar intake.
One of the leading factors negatively impacting the performance of sweet spreads is growing health awareness of the negative health effects of high sugar intake and the increasingly healthy lifestyles of the younger generations, who overwhelmingly prefer consuming foods that contain natural sugars and are packed with nutrients, unlike almost all products belonging to sweet spreads. The only exception is honey, which despite certain volatilities in terms of demand has brighter prospects as it too is an integral part of the healthy diets of local consumers.
Sweet spreads still have significant appreciation among local consumers, despite ongoing challenges caused by the prevailing health and wellness trend. The category consists of a significant number of renowned brands and products, especially within chocolate spreads and also jams and preserves.
The Serbian company Swisslion Takovo led sweet spreads in 2018, recording a moderate decline in its value share. Its ranking and strength derive from the strong performance and solid distribution network of its sweet spreads portfolio, with a particular emphasis on chocolate spreads and jams and preserves.
Despite its increased focus on other packaged food categories, including the acquisition of Macedonia’s largest edible oils brand of Brilijant, Vitaminka successfully maintains a solid category presence within sweet spreads, primarily within chocolate spreads and jams and preserves. In 2018, Vitaminka ranked second within sweet spreads and managed to increase its value share thanks the strong performance and improved distribution nationwide of its brand portfolio, led by Vitakrem chocolate spread and Vitaminka marmalade.
Nearly half of total value sales of sweet spreads are in the hands of several regional companies from neighbouring Serbia, Greece and Croatia. Nearly one third of total value sales derives from domestic brands, while the remaining one third is accounted for by international brands.
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