Milka, Coca-Cola, Orbit, Nescafé and Pepsi are among the top 10 brands in the countries of the former Yugoslavia.
According to a survey by regional marketing agency Valicon, Slovenian brands are strong in the local market in the Juice category, Croatian brands in the Water category, and Serbian brands in the Confectionery category.
Local brands top the lists in Slovenia (Barcaffe), Croatia (Jana) and Serbia (Plazma), while Slovenian paté Argeta is the leading brand in both Bosnia and Herzegovina and Macedonia.
Jafa and Smoki are the only Serbian brands that have seen significant export success, with Smoki placed among the top five brands in the region. Serbia is not a major importer of regional brands, the study found, as its top 10 list includes only local and global brands.
Croatia is also more geared towards export, as its brands Vegeta and Cedevita are among the top 10 in Bosnia and Herzegovina, Macedonia and Slovenia.
Macedonia is the biggest 'importer' of global brands, with five among the its national top 10 (Milka, Coca-Cola, Orbit, Nescafe and Pepsi).
© 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.
