Milka, Coca-Cola and condiment Vegeta have confirmed their positions as the top three FMCG brands in the five largest markets of the Former Yugoslavia.
For the 13th year running, consulting and research company Valicon conducted the Valicon Top 25 study on regional brand strength in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia. Valicon calculates brand strength on the basis of visibility, experience and brand use.
The Top 25 Regional Brands list also includes Cedevita, Smoki, Argeta, Orbit, Kokta, Nivea, Jana, Nescafe, Fanta, Jaffa Cakes, Plazma, Paloma, Lenor, Pepsi, Gilette, Nutella, Airwaves, Colgate, Dukat, Snickers, Ariel and TicTac.
The highlights of this year’s list include a trend the continued growth for Serbian brands, and the re-emergence of Croatian bottled water Jana, which has re-entered the Top 10.
Due to the size of their domestic market, Serbian brands have a slight advantage over other brands on the list, boosted by the absence of discount stores and private label brands in Serbia.
© 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.