Private label accounts for 35-45% of grocery sales in Croatia, depending on the category, with Interspar, Lidl and Konzum being the major players in this segment.
Speaking to daily Vecernji List, local consultant Drago Munjiza said that premium products account for 25-33%, or 8-10% of total consumption.
Spar was the first retailer in Croatia to set up a premium private-label brand in 2011, with 70 quality products, 30 of which are from local producers. Products such as cheese, Slavonian kulen, Istrian truffles, Italian cantuccini and Swiss chocolate have been very well accepted, leading Spar to double the offer in five years.
In addition to its K Plus private-label line, market leader Konzum recently introduced the Special Moments premium brand, as well as specific regional product lines, such as Taste of Istria.
German retailer Kaufland boasts a premium private-label range called Exquisit, featuring over 100 products, while Metro Cash & Carry Hrvatska has two premium brands – Horeca Select (high-quality food and non-food products) and Fine Food Finestra (12 top food products) – intended for restaurants and professional chefs.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
