New Market Research Report: Juice in Slovenia

From: Fast Market Research, Inc.
Published: Sun Mar 13 2016

Slovenia’s difficult economic situation continued to take its toll on sales of juice in Slovenia in 2015, with juice one of the worst performing soft drinks categories in the country during the year. The reason for this poor performance was the price sensitivity of consumers, as relatively high prices are 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) decline as consumers shift towards cheaper products in categories such as concentrates, which are mixed with tap water to create more economical RTD beverages. Nectars (25-99% juice) recorded the highest decline of 5% in current value terms in 2015, followed by juice drinks with a 3% off-trade current value decline. 100% juice, meanwhile, records a 1% decline in off-trade value terms and in off-trade volume during 2015. The stronger performance of 100% juice stemmed mainly from the healthy image of the products as well as the growing number of private label products available in 100% juice, the rising sales of which more than compensated for the substantial declines recorded in volume sales of branded products towards the end of the review period.

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Competitive Landscape

Juice in Slovenia remains under the domination of Fructal, a company which was, until 2011, entirely Slovenian-owned. Fructal enjoys a very good reputation and high levels of consumer trust due to its longstanding presence in the country and the traditional image of its Fructal brand. The company has a very strong position in all juice categories including 100% juices, nectars (25-99% juice) and fruit drinks (up to 24% juice), which enabled the company to account for 57% of total value sales in juice during 2015. Slovenia’s leading domestic retailer, Mercator, was in second position with an 8% value share through its wide private label juice portfolio. Third-placed Dana, meanwhile, held a 7% value share in juice during 2015.

Industry Prospects

While anticipated improvements in the economic situation in Slovenia and subsequent increases in disposable household incomes are set to remain the most important factors behind the expected sales trends in juice during the forecast period, sales of juice are expected to be influenced more by the leading players’ approaches to marketing, including the use of novelties and the greater attention to healthy lifestyle trends. Products and packaging formats which facilitate on-the-go consumption are also likely to remain favourable options for juice manufacturers as they offer them higher profit margins at a time when many juice producers still experience strong pressure from price-sensitive consumers. Smaller packaging sizes also suit consumers as modern lifestyles are more dynamic and consumption of those (especially for children) is most convenient.

Report Overview

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