Sales in drinking milk products in Croatia are maintaining a positive value trajectory in 2025, while volume sales are rather flat, albeit marginally positive. Therefore, the stronger value growth is largely driven by price inflation rather than volume growth. Cow’s milk is the strongest overall category in terms of size and has seen notable price adjustments.

Value sales of baby food are achieving small positive growth in Croatia in 2025, with volume in a marginal negative decline. Therefore, this positive value performance is primarily driven by price increases rather than volume growth.

Other dairy is maintaining healthy value growth and stable, positive volume growth in Croatia in 2025. This growth is supported by both rising unit prices and strong consumer interest in specific categories within other dairy, particularly chilled dairy desserts, cream, and chilled snacks. Chilled desserts and snacks benefit from trends toward indulgence and convenience, as consumers seek quick treats and portion-controlled options for busy, on-the-go lifestyles. At the same time, cream remains

Cheese is maintaining stable sales in Croatia in 2025, in both value and volume terms. This growth reflects continued consumer demand for cheese across various formats, including hard cheese, processed cheese, and spreadable cheese. Despite inflationary pressures and a challenging economic climate, cheese maintained its role as a staple in Croatian households — from premium options to everyday cheese varieties, with packaged hard cheese making a notable contribution. This all suggests a resilien

Yoghurt and sour milk products is seeing positive growth in both value and volume terms in Croatia in 2025, with value growth slightly stronger compared to 2024, and volume relatively stable albeit at a slightly lower rate of growth compared to the previous year. Both yoghurt and sour milk products are seeing similar growth, with yoghurt slightly higher than sour milk products, and with yoghurt also being a larger category.

Value sales of butter and spreads are achieving small positive growth in Croatia in 2025, with volume sales flat. Therefore, the positive value performance is mainly due to higher prices rather than growing demand.

Value sales of dairy products and alternatives in Croatia maintain a positive trajectory in 2025, with volume sales also showing small positive growth. This performance is supported by two dominant trends: the growing demand for health-focussed products, and the expansion of private label.

Plant-based dairy is maintaining healthy value sales in Croatia in 2025, with volume also positive and stable, driven by the growing popularity of plant-based milk—particularly oat, almond, coconut, and rice milks—and a smaller but rising contribution from plant-based yoghurt — with the latter seeing the strongest value growth due to growing from a smaller base. These categories benefit from consumers’ increasing interest in products tied to health, sustainability, and animal welfare, as well as

In 2025, gum sales in Croatia are set to see continued growth in current value terms, although this will be primarily due to price increases rather than higher consumption. While the gum continues to benefit from impulse-driven purchases and strong in-store visibility, the market is approaching maturity. The increase in unit prices reflects broader inflationary pressures and rising production costs, which are being passed onto consumers.

Retail sales of chocolate confectionery in Croatia are expected to rise significantly in current value terms in 2025. This is largely due to price increases, driven by global cocoa shortages and escalating production costs. Cocoa, a key raw material, hit record-high prices in early 2025, fuelled by poor harvests in major producing countries such as Côte d’Ivoire and Ghana. The market is also benefiting from continued demand for indulgent and premium chocolate formats, especially during seasonal

Sugar confectionery sales in Croatia are set to continue to grow steadily in current value terms in 2025, fuelled primarily by price increases rather than significant volume expansion. The market is benefitting from ongoing premiumisation and rising consumer interest in functional and reduced-sugar/sugar-free options. Innovations such as xylitol-based formulations, and the use of natural ingredients are helping to maintain consumer engagement, especially among health-conscious shoppers, despite

Despite inflationary pressures pushing up unit prices, volume sales of savoury snacks in Croatia are expected to rise further in 2025. Growth is being supported by a combination of everyday snacking habits and seasonal boosts from tourism, particularly in coastal and urban areas. In addition, consumers continue to respond well to frequent discounts and promotions, maintaining demand for salty, convenient snack formats even amid economic uncertainty.

Retail sales of sweet biscuits, snack bars, and fruit snacks in Croatia will continue to rise in current value terms in 2025. Growth will be driven by premiumisation, including the introduction of healthier and functional offerings, combined with expanded distribution. Despite being a mature category and facing inflation-driven price pressures, the category remains remarkably resilient, supported by the ongoing impulse snacking trend,

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 al

Retail sales of ice cream in Croatia are set to continue growing in current value terms in 2025, largely driven by rising prices, as higher production and raw material costs are passed on to consumers. Premiumisation also plays a key role, with many consumers trading up to higher-quality, artisanal products and limited-edition flavours that command a price premium.

The report examines the economic landscape of Croatia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending and investments. However, a global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

The number of households is set to slightly decrease, while the average household size will remain unchanged in Croatia over 2024-2029. Single person households will remain the dominant household type and the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 63.9% by 2029.

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

It was a positive picture for spirits in Croatia in 2024, with volume sales up, and a shift towards premium spirits, as well as the resurgence in popularity of local spirits. Consumers are seeking unique experiences and are willing to spend more on high-quality spirits, with interesting stories and local connections. This has fuelled the growth of craft spirits and artisanal production, particularly benefiting rakija, which has seen a significant rise in popularity.

Overall, volume growth was flat for beer in Croatia in 2024. Off-trade channels registered a small decline in volume sales, while on-trade registered a slight increase, boosted by the booming tourism sector and also UEFA Euro 2024. Though inflation eased in 2024, consumers were still price sensitive and there was a shift towards economy brands. However, there was also growth in premium brands revealing a continuing demand for quality. However, the same was not true for craft beer, where there

Cider/perry in Croatia registered very healthy volume growth in 2024 and is currently experiencing a period of growth and diversification. This is driven by several factors, including changing consumer preferences towards lighter and lower-alcohol beverages, a greater variety of cider products available, and a growing interest in local and craft beverages. As a result, both local and imported brands have recently launched, offering a range of styles and flavours. Regular cider held the largest v

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.

Overall, wine in Croatia, registered a slight increase in volume sales in 2024. The Croatian wine industry is actively promoting its products. The increase in wine advertisers highlights a competitive landscape, where wineries are investing in marketing to reach consumers. This likely contributes to maintaining consumer interest and driving sales. Also, despite economic pressures and rising prices, consumers are still willing to spend on wine. Consumer preferences are shifting towards premium w

RTDs registered positive volume growth in 2024, with growth being driven by a growing trend of low-alcoholic drinks, particularly among younger consumers of under 30-years-of-age. This generation, increasingly conscious of their lifestyle choices, favour convenient and refreshing alternatives to traditional high-alcohol spirits. In addition, the convenience of pre-made cocktails and mixes cater to increasingly hectic lifestyles and the desire for simple solutions to enable enjoyment of cocktails