Croatia's Studenac Revamps Private Label Range

By Steve Wynne-Jones
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Croatia's Studenac Revamps Private Label Range

Croatian retailer Studenac Market has announced plans to expand its range of private-label products, including value-focused ranges and healthier alternatives.

The group, which is Croatia’s largest retailer by number of outlets, has introduced around 300 private-label SKUs over the past two years, including the Moje Jutro (dairy products), Frusecca (dry fruits and nuts) and Nuvolette (paper products) brands.

The group is now expanding its offering, particularly in the fresh foods and impulse products segments.

Quality And Price Ratio

“We’re seeing customers choosing more consciously and carefully between brand-name and private-label products, and we strive to provide a range that offers the best ratio of quality and price for the consumer,” commented Studenac chief commercial officer Rafał Cieślakowski.

Inflation in Croatia reached 12.7% in October, compared with an EU average of 11.5%, according to Eurostat, which has prompted the retailer to further develop its value product offering, it said.


“After working hard to expand our product range into almost every category, the challenge now is to launch healthier lines of products, with less sugar, salt and fat, in response to our customers’ demand for foods that fit with the healthy lifestyle they’re pursuing,” Cieślakowski added.

Sustainable Suppliers

The majority of private-label products on offer in its stores are manufactured domestically, it said, and the group is continuing to seek out manufacturers who "promote ecological production strategies and who have earned reputable quality and environmental credentials," said Cieślakowski.

"The importance of sustainability is growing, and we will continue seeking ways to offer more environmentally friendly packaging.”

Other potential areas of development for the private-label range include organic products, though demand would have to increase first, he added.

© 2022 European Supermarket Magazine – your source for the latest private-label news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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