Alcoholic drinks in 2024: The big picture
Alcohol drinks registered minimal volume growth in 2024. However, growth in current and constant value sales was higher, as a trends towards premiumisation continued to take hold. At the same time, though inflation eased, consumers also continued to be price sensitive, with for instance economy brands of beer also performing strongly.
2024 key trends
Beer continued to account for most volume sales, with standard lager being the most popular offering. Lager's continued dominance was driven by the established habits of local beer drinkers and the widespread availability of lager. Within beer, non/low alcohol beer was the second largest product area in terms of volume sales, having registered significant growth over the review period. The increasing popularity of non/low alcohol beers reflects a broader trend towards health and wellness. Consumers are seeking options that allow them to enjoy the taste of beer, while reducing their alcohol intake. In addition, the availability and improved taste of these beers further contributed to their growing share.
Competitive landscape
The competitive landscape continued to be led by its major beer producers, that is Zagrebacka Pivovara dd and Heineken Hrvatska doo. In spirits, local distiller Badel 1862 dd continued to be is a major force, boasting a diverse portfolio including Badel Pelinkovac and Sax Gin, which contributed significantly to its volume share. PPD Distribucija doo maintained its position as a major distributer of imported spirits, with brands like Johnnie Walker and Smirnoff. Carlsberg Croatia doo dominated the cider/perry segment with Somersby, and also gained the most volume share overall among the top companies, due to the very healthy performance of cider/perry and in particular its Somersby brand.
Retail developments
In 2024, supermarkets continued to be the largest grocery distribution channel, accounting for nearly a quarter of volume sales. Supermarkets maintained their lead due to their convenience as a one-stop shopping destination, offering extensive selections across various alcoholic drinks, and in particular spirits and wine. Leading retailers within this channel such as Konzum and Spar employ distinct strategies to attract customers. Konzum focuses on loyalty programs and local partnerships and Spar highlights product variety and in-store amenities. However, discounters gained the most volume share in 2024, with Lidl driving this growth. Its competitive pricing and private label offerings resonated with consumers who were highly price sensitive, after several years of high inflation. Volume sales through e-commerce continued to be small, but registered healthy growth. Increasing online grocery sales though supermarkets’ online channels drove this growth. E-commerce platforms also often provide exclusive promotions and discounts, further incentivising online purchases. In addition, increasing direct-to-consumer sales, as consumers look for closer connection with brands, particularly in the premium space, also contributed to increasing online sales.
On-trade vs off-trade split
Off-trade continued to account for most volume sales, accounting for nearly two-thirds of volume sales and being particularly popular for beer sales. Sales in retail channels are driven by convenience, wide product variety and lower prices. However, the on-trade channel registered higher volume growth in 2024. This growth is attributed to factors such as rising purchasing power, increasing tourism, and a growing preference for experiences and socialising. In particular, spirits were popular though on-trade channels. The increasing popularity of premium spirits and cocktails is best enjoyed in on-trade settings with skilled bartenders and specialised equipment. Also, the symbiotic relationship between on-trade and off-trade is evident. Trends established in bars and restaurants, such as with cocktails, craft beers and ciders, often drive consumers to purchase such products for home consumption. As such, on-trade channels effectively serve as a trend incubator, influencing consumer choices and then driving demand in off-trade channels.
What next for alcoholic drinks?
Overall, growth will be flat over the forecast period in terms of volume sales. Challenges include the maturity of alcoholic drinks, particularly for beer, as well uncertainty regarding both the domestic and global economy, as a possible trade war looms.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Croatia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Croatia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Croatia?
- How are products distributed in Croatia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Croatia
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Croatia
KEY DATA FINDINGS
Flat growth in 2024
Zagrebacka Pivovara maintains commanding lead
Discounters benefit from their affordability
Continuing muted performance over forecast period
Locally produced beers continue to dominate
Continuing innovation focusing on wellness, sustainability and variety
Lager price band methodology
Cider/Perry in Croatia
KEY DATA FINDINGS
Very healthy volume growth in 2024
Carlsberg’s Somersby continues to dominate and gains further volume share
On-trade accounts for most volume sales
Continuing healthy volume growth over forecast period
Flavoured ciders drive growth
Continuing innovation to keep consumers engaged
Rtds in Croatia
KEY DATA FINDINGS
Healthy volume growth in 2024
Badel 1862 continues to dominate
Discounters gain among grocery retailers
RTDs reach degree of maturity
Further development in local brands with local ingredients
Continuing innovation expands consumer base
Spirits in Croatia
KEY DATA FINDINGS
Positive picture for spirits in 2024
Local producer Badel 1862 maintains commanding lead
On-trade accounts for more volume sales
Positive picture over forecast period
Experiential engagement drives growth, particularly in premium segment
Continuing innovation keeps consumers engaged
Wine in Croatia
KEY DATA FINDINGS
Slight increase in volume sales in 2024
Croatian wineries continue to innovate
Discounters continue to gain on supermarkets
Modest growth over forecast period
Direct sales increasingly popular
Continuing innovation keeps discerning consumers engaged
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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