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.
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.
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.
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.
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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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