Snacks in 2025: The big picture
The Croatian snacks market is expected to continue to grow in current value terms in 2025. However this will be driven largely by price increases rather than higher consumption, as volume sales will remain relatively stable. The rise in unit prices reflects broader inflationary pressures and rising production costs particularly for chocolate confectionery due to global cocoa shortages. Despite this, impulse purchasing and strong retail visibility continue to drive demand. Promotional activity also remains a central driver, particularly in salty snacks, where price discounts and expanded distribution have supported both volume and value sales.
Key trends in 2025
In Croatia, the intentional indulgence trend is reshaping how consumers engage with snacks shifting from habitual consumption to emotionally driven, experience-based choices. Snacks are increasingly selected not just to satisfy hunger cravings, but to celebrate small rituals, or provide comfort and pleasure. Kraš’s recent extension of its iconic Bajadera and Griotte pralines into chocolate tablets exemplifies this shift, allowing for spontaneous indulgence without compromising on the premium appeal of the original offerings. The growing presence of high-end imports, like Dubai chocolate, also highlights the growing consumer interest in luxurious snacking experiences, both for gifting or personal treats.
Competitive landscape
Kraš is set to remain the clear leader in Croatia’s snacks market in 2025, supported by a long-established heritage and diverse product portfolio which spans multiple snack categories especially chocolate confectionery, sweet biscuits, and sugar confectionery. However, the player is gradually losing share, due to rising competition from smaller players (listed under “others”) and private label. In the face of this challenge, Kraš has attempted to drive value growth through innovations like chocolate tablet variants of confectionery classics such as Bajadera and Griotte, alongside ongoing promotional efforts. This investment in both traditional and impulse-driven formats has helped it to stay relevant across multiple snacking occasions.
Channel developments
Supermarkets remains the dominant retail channel for snacks in Croatia. While widespread consumer boycotts in January and February 2025 organised by the Halo, inspektore (Hello, inspector) platform temporarily disrupted product availability, supermarkets were able to absorb the shock and retain store traffic. Hypermarkets also holds a significant share, while discounters have slightly increased their presence as price-sensitive consumers turn to value-oriented alternatives. This trend, along with the continued rise of private label offerings, highlights shifting consumer strategies in response to inflation.
What next for snacks?
Retail volume sales of snacks in Croatia are projected to expand at a slow but steady pace over the forecast period. Growth will be tempered by persistent price pressures especially in key categories such as chocolate confectionery, ice cream, and sugar confectionery driven by rising global input costs. Maturity is also becoming more evident, particularly in established markets like sugar confectionery, gum and sweet biscuits, where consumption is beginning to plateau.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Croatia?
- Which are the leading brands in Snacks in Croatia?
- How are products distributed in Snacks in Croatia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Croatia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Croatia
Snacks in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Croatia
KEY DATA FINDINGS
Price hikes drive value growth
Kaufland emerges as the fastest-growing player in chocolate confectionery
Supermarket chains remain dominant, but discounters show strongest momentum
Modest growth amid persistent high prices
Digital innovation will drive growth
Greater focus on sustainability amid new EU Regulations and rising consumer expectations
Gum in Croatia
KEY DATA FINDINGS
Chewing gum continues to dominate sales
Wrigley Jr Co. maintains leadership
Traditional retail leads gum distribution, while e-commerce shows fastest growth
Gum sales in Croatia show limited potential for volume growth amid market maturity
Innovations in packaging, formats, and health-focused formulations will shape market development
Rise of smoking alternatives poses challenge to gum market
Sugar Confectionery in Croatia
KEY DATA FINDINGS
Sugar confectionery sees modest growth, driven by health-focused innovation
Kraš continues to lead sales
Supermarket chains retain their dominance while e-commerce gains traction
Flat performance expected, as sugar confectionery approaches maturity
Health and sustainability trends will drive product innovation
Digitalisation is poised to transform production and logistics
Ice Cream in Croatia
KEY DATA FINDINGS
Premiumisation and revival of tourism are driving ice cream sales
Ledo continues to dominate sales
E-commerce remains niche channel, despite strong growth
Strong continued demand for ice cream, boosted by expanded distribution
Innovation and digital engagement will drive growth
Multipacks will gain traction
Savoury Snacks in Croatia
KEY DATA FINDINGS
Emergence of lighter, healthier options and recovery of tourism fuel growth
Adria Snack leads sales while Mogyi gains ground on back of healthy snacking trend
Supermarkets lead sales as e-commerce gains traction
Innovation and health trends to drive steady growth
Technological advancements and innovation-led strategies bode well for future growth
Sustainability will take centre stage
Sweet Biscuits, Snack Bars and Fruit Snacks in Croatia
KEY DATA FINDINGS
Market shows resilience, despite price pressures
Kraš retains dominant position while Biteme Nutrition benefits from growing health and sustainability trends
E-commerce gains traction from low base
Buoyant tourism industry will support steady demand
Technological advancements will drive production capacity
Health and sustainability will become key areas of focus
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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