Coca-Cola has replaced confectioner Milka as the leading FMCG brand in the Adriatic region, which includes Serbia, Croatia, Slovenia, Bosnia and Herzegovina and Macedonia.
Last year’s winner, Milka, dropped to second place in the 'Top 25 Regional Brands in 2016' ranking complied by marketing consulting firm Valicon.
Croatia-based food producer and distributor Atlantic Group had four of its own brands on the list – Cedevita (3rd), Argeta (5th), Smoki (6th) and Cockta (8th), as well as two (from principal Wrigley) that it distributes in the region – Orbit (7th) and Airways (24th).
Rounding off the top 10 are Vegeta, (4th), Nivea (9th) and Jana (10th).
New entries to this year’s Top 25 include Chipsy (crisps), Kiki (candy) and Sprite.
Significantly, almost half of the Top 25 brands (12) are those of a regional origin.
In the national rankings, bottled water Jana placed first in Croatia, Plazma biscuits led in Serbia, Argeta chicken pâté dominated in Bosnia and Herzegovina, while Barcaffe topped the Slovenian ranking.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
