Soft Drinks in Croatia
Euromonitor International
January 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Movement restrictions and the loss of a healthy tourist season severely dampens sales in 2020
Off-trade sales did not grow enough to compensate for losses in on-trade
Consumers focus on economising their purchases
RECOVERY AND OPPORTUNITIES
Strong recovery anticipated in 2021 as restrictions are loosened
The performance in the forecast period will depend on the recovery of the European economy and tourism
New taxes and health trends pose hurdles to growth
CATEGORY DATA
Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 35 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 36 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2015-2020
Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2015-2020
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025
Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Economic fallout from COVID-19 dampens the performance of juice in 2020
Newly implemented sugar tax has a negative impact on juice, although some formats were exempt
On-trade sales face greatest impact from the pandemic
RECOVERY AND OPPORTUNITIES
Loosening restrictions will support a strong recovery in 2021
Recovery will be in line with the overall economic recovery in Croatia over the forecast period
Players will have to implement strategies to boost the appeal of juice as consumers become more price-sensitive
CATEGORY DATA
Table 51 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 52 Off-trade Sales of Juice by Category: Value 2015-2020
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 57 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 58 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 60 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
New tax introduced in 2020 did not impact bottled water preventing from a sharper decline
The high-quality tap water in Croatia provided an alternative to economically constrained consumers
Loss of tourists and lower disposable incomes prevent better performance
RECOVERY AND OPPORTUNITIES
As the economy slowly recovers, consumers will initially turn to more affordable brands of bottled water in the first half of the forecast period
Bottled water set to benefit from intensifying health and wellness trends
Return of tourists will boost sales
CATEGORY DATA
Table 63 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 64 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Limits on sports activities eliminate many consumption opportunities in 2020
Economic slowdown further limits the sales of sports drinks
Promotional activities limited in 2020 due to cancellation of sporting events
RECOVERY AND OPPORTUNITIES
Gradual recovery set to begin in 2021 if gyms are allowed to not only reopen but stay open
Economic recovery will be essential in supporting the demand for sports drinks in the forecast period
Intensifying health and wellness trends set to support growth
CATEGORY DATA
Table 75 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 76 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 77 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 78 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 79 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 80 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 83 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 84 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 85 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 86 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown restrictions limit consumption opportunities for sports drinks in 2020
Implementation of the sugar tax in Croatia further restricts sales
Mandated on-trade closures and loss of social events facilitates a sharper decline
RECOVERY AND OPPORTUNITIES
Slow recovery set to begin in 2021 as restrictions are loosened
Special taxes and expected legislative threats pose a challenge to growth in the forecast period
Recovery of tourism will be essential to energy drinks
CATEGORY DATA
Table 87 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 88 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 89 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 90 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 91 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 95 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 96 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 97 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 98 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Concentrates thrive during economic uncertainty in 2020
Local preferences skew towards powder concentrates
On-trade sales struggle but the impact is minimal
RECOVERY AND OPPORTUNITIES
Demand for concentrates may wane post-pandemic
Powder concentrates expected to continue driving growth in the forecast period
Sugar tax and low levels of innovation provide hurdles to growth
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 99 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 100 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 101 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 102 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 103 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 104 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 105 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 106 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 107 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 108 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 109 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 110 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 111 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 112 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 114 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
RTD tea continues losing popularity to home-made tea in 2020
Consumers turn towards cheaper alternatives amidst the sugar tax
Loss of tourism hampers sales even further in 2020
RECOVERY AND OPPORTUNITIES
Strong recovery anticipated in 2021 due to resurgence of tourism
The forecast period will call for more innovation and a stronger marketing push
The sugar tax may boost growth for cheaper brands, especially private label
CATEGORY DATA
Table 115 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 116 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 117 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 118 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 119 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 120 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 121 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 123 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 124 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 125 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 126 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
RTD coffee benefits from working from home habits introduced in 2020
Strong growth in 2020 a result of the size of RTD coffee and proper timing
Consumers turn to private label as they economise their purchases
RECOVERY AND OPPORTUNITIES
Slower growth expected in the forecast period
Return of on-trade coffee drinking culture may impede growth
E-commerce may support sales in the forecast period
CATEGORY DATA
Table 127 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 128 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 129 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 130 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 131 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 132 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 135 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 136 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 137 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 138 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025