DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
A-Brands

Milka, Coca-Cola Top Consumer Brands in Balkan States

By Steve Wynne-Jones
Share this article
Milka, Coca-Cola Top Consumer Brands in Balkan States

Milka, Coca-Cola and Vegeta are the three strongest FMCG brands in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia, according to research conducted by Valicon for the 12th year in a row.

Milka once again tops the list, thanks to an innovative approach that combines classical marketing, product and price positioning. According to Valicon, Milka's consistent focus on tenderness, aggressive product advertising and work at points of sale represent good guidelines for other consumer goods brands.

Despite the general drop in the soft drinks category and strong competition (e.g. from Pepsi and local brand Cockta), Coca-Cola has managed to maintain second place in Valicon's regional Top 25 list.

The top two brands have a significant advantage over the others, while those listed from third to eighth place are very close to each other. The top 10 continues with Cedevita, followed by Argeta, Orbit, Smoki, Cockta, Nivea and Pepsi.

Placing from 11 to 20 are Nescafe, Jaffa Cakes, Fanta, Jana, Lenor, Paloma Toilet Paper, Gillete, Plazma, Kiki and Ariel, respectively. Ending up the Top 25 are Ariel, Airwaves, Nutella, Podravka Juhe, Dukat Jogurti and Medeno Srce.

ADVERTISEMENT

One of the most successful regional brands over the past year has been Jana, a water brand, which moved from 25th place in 2013 to 14th last year.

© 2015 European Supermarket Magazine – your source for the latest retail news.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.