Now Available: Juice in Slovenia

Slovenia’s ongoing economic crisis continued to take its toll on sales of juice in Slovenia during 2014, with juice one of the worst performing soft drinks categories in the country during the year. The reason for this poor performance in the category is the relatively high prices charged for the high-quality products in nectars (25-99% juice) and 100% juice, while sales of less expensive products in nectars (25-99% juice) and juice drinks (up to 24% juice) are declining as consumers shift towards cheaper products in categories such as concentrates, which are usually mixed with tap water to create a very economical RTD beverage. Nectars (25-99% juice) recorded the highest decline of any juice category in 2014, declining in off-trade value by 5% in current terms, followed by juice drinks with a 3% off-trade current value decline. 100% juice, meanwhile, recorded marginally positive off-trade value growth in current terms and 1% off-trade volume growth during 2014. The stronger performance of 100% juice stemmed mainly from the healthy image of the products in the category as well as the growing number of private label products available in 100% juice, rising sales of which are more than compensating for the substantial declines recorded in volume sales branded products in the category towards the end of the review period.

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Competitive Landscape

Juice in Slovenia remained under the domination of Fructal, a company which was, until very recently, entirely Slovenian-owned. Fructal enjoys a very good reputation and high levels of consumer trust due to its longstanding presence in Slovenia and the traditional image of its Fructal brand. The company holds a very strong position in all juice categories including 100% juices, nectars (25-99% juice) and fruit drinks (up to 24% juice), which enabled company to account for 53% of total recovery sales in juice during 2014. Nevertheless, the company’s value share in the category decreased by two percentage points during 2014, a decline which can be attributed to the increasing levels of competition in the category.

Industry Prospects

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