Key factors shaping baked goods in Slovenia include moderating inflation, growing consumer demand for healthier formulations, and robust innovation from domestic producers. Consumers are increasingly opting for wholegrain, protein-enriched, reduced-salt, and clean-label breads, while traditional ingredients like buckwheat and rye are gaining renewed popularity. Frozen baked goods leads category growth, driven by convenience and consistent quality. In terms of the competitive landscape, Žito main

Breakfast cereals in Slovenia continue to benefit from their role as a convenient and versatile staple, appealing to both busy households and health-conscious consumers. Muesli and granola lead value growth, driven by demand for high-fibre, high-protein, and minimally processed options, while product innovation increasingly emphasises reduced sugar, wholegrains, and functional ingredients. Ethical and environmental awareness is also shaping offerings, with plant-based, gluten-free, and upcycled

Pasta remains the primary growth driver in rice, pasta and noodles in Slovenia reflecting its central role in daily cooking. Domestic brands such as Mlinotest, Zlato Polje, and Pecjak, alongside Barilla, underpin demand, while private label is gaining traction through competitive pricing, promotions, and broader assortments. Noodles is the fastest-growing category, boosted by younger urban consumers seeking convenient, internationally-inspired meals, including legume-based, high-protein, and pla

Processed fruit and vegetables in Slovenia is being influenced by price increases and stable household demand for convenient, long-lasting products. Shelf stable items, especially canned beans, peas, and tomatoes, remain dominant, while frozen vegetables continue to benefit from their perceived freshness and nutritional value. Shelf stable tomatoes leads growth, driven by their role in home cooking and the roll-out of cleaner, locally sourced formulations. Health, wellness, and sustainability ar

Demand for staple foods in Slovenia remains resilient, despite lingering inflation, supported by premiumisation, and steady demand for everyday essentials. Core categories such as bread, pasta and rice are showing stable performances, while breakfast cereals is recording the fastest value growth thanks to the popularity of muesli, granola, and products offering functional or high-protein benefits. Private label offerings increasingly match the quality of established manufacturers, helping them e

Processed meat, seafood, and meat alternatives in Slovenia is characterised by steady demand for convenient, ready-to-cook products, alongside the rising popularity of plant-based substitutes. Health and wellness trends are increasingly influential, with companies like Juicy Marbles launching high-protein, clean-label plant-based meats and functional seafood alternatives. Sustainability is also becoming a central focus of company strategies, with domestic fish farms adopting renewable energy and

In 2025, value growth in sauces, dips, and condiments in Slovenia was driven by premiumisation, innovation, and upgrades rather than price inflation. Consumers traded up to cleaner, heritage-inspired, and ethnic-flavoured products, with brands like Podravka and Mutti leading in premium, trusted offerings. Herbs and spices was a dynamic subcategory, supported by both heritage blends and international flavour expansions, while quality oversight and compliance reinforced consumer trust.

In 2025, edible oils in Slovenia recorded stable growth, led by other edible oils, rapeseed oil, and sunflower oil, as consumers balanced price, quality, and wellness considerations. Olive oil maintained its premium positioning amid normalised prices and heightened quality scrutiny. Other edible oils, particularly pumpkin and specialty oils, drove value growth through wellness-focused trade-ups and gourmet use, while private label gained traction in sunflower oil.

In 2025, value growth in sweet spreads in Slovenia was driven by premiumisation and provenance-led trading up, rather than inflation. Honey remained the top category by value, driven by trusted local brands like Medex. Nut and seed based spreads was the fastest-growing category, fuelled by premium innovations, rising chocolate prices prompting substitution, and expanded online assortments. Leading players like Ferrero (Nutella) retained scale through strong branding, while Natureta achieved the

In 2025, cooking ingredients and meals in Slovenia grew due to modest premiumisation, improved product availability, convenient packaging, and evolving consumer shopping habits, with edible oils, meals and soups, and condiments driving the strongest gains. Stabilising prices encouraged households to adopt more strategic shopping behaviours, balancing private label ranges, premium options, and planned stock-up trips, while health-conscious choices and clean label products influenced purchasing de

In 2025, meals and soups in Slovenia recorded strong value growth driven by demand for convenient, healthy, and on-the-go options. Shelf-stable, protein-rich ready meals led category expansion, outperforming chilled alternatives thanks to innovations from brands like Rio Mare, Podravka, Argeta, and Pivka Delamaris. Sustainability and clean-label practices became key differentiators, with leaders such as ETA Kamnik investing in local sourcing, energy efficiency, and waste reduction to build consu

This report assesses the business environment in Slovenia, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

Value sales of herbal/traditional products are maintaining positive growth in Slovenia in 2025, thanks to steady and increasing consumer demand. The largest category is herbal/traditional cough, cold, and allergy (hay fever) remedies, which continues to be widely trusted for managing seasonal and respiratory issues caused by viruses and allergens. The sustained popularity of these products highlights local consumers’ growing preference for natural, plant-based solutions. Furthermore, growing att

Sports nutrition is another robust category in Slovenia in 2025, thanks to the growing popularity of gym culture, fitness training activities, and active lifestyles, all of which are driving strong demand. These trends has allowed sports nutrition brands to gain solid traction, especially among bodybuilding professionals and committed fitness enthusiasts. Increasingly, younger adults are incorporating these products earlier in life, as participation in fitness activities begins at a younger age,

Value sales of analgesics are seeing positive growth in Slovenia in 2025, supported by consumer demand for over-the-counter (OTC) products and natural remedies, along with the growth of the ageing population in the country. OTC painkillers are becoming increasingly popular due to convenience and affordability, and local consumers use these products to treat minor ailments. The trend of self-medicating is strong, and many consumers purchase OTC products without having to go do a doctor and get a

Consumer health is maintaining positive value sales in Slovenia in 2025. This is being driven by the continued rise in self-medication and the broader availability of over-the-counter (OTC) products, both offline and online, with retail e-commerce growing stronger thanks to the wide ranges of products available and the convenience which online shopping offers to consumers.

Value sales of cough, cold and allergy (hay fever) remedies are positive in Slovenia in 2025, thanks to stable consumer demand. Several factors positively impact the performance of the category, including the continued post-pandemic “return to normal” with rising cases of colds and influenza, alongside the rising allergy prevalence and the growing popularity of combination products. Following the removal of all COVID-19 restrictions, cold and cough incidences returned to or exceeded pre-pandemic

Value sales of digestive remedies are maintaining positive growth in Slovenia in 2025. IBS treatments and antacids remain popular categories, indicating that there remain significant digestive problems among the local population — despite the growing focus on healthy food and healthy living. Rather, there remains a notable number of consumers in the country who still have more unhealthy diets, triggering indigestion, heartburn, bloating, flatulence, and other digestive conditions requiring medic

Value sales of wound care are maintaining a positive and relatively stable performance in Slovenia in 2025, supported by the growing range of products available — including those which are increasingly sold online. One such recent key new product launch is seen from Hansaplast (Beiersdorf doo) with extra-protective “second skin” plasters, which is a specialised wound plaster featuring hydrocolloid (healing capsule) technology, aimed at promoting faster and more comfortable healing of minor wound

Value sales of dermatologicals are maintaining a positive performance in Slovenia in 2025, driven by rising consumer demand and ongoing innovations which lead to frequent and impactful product launches. The expansion of product ranges and brand portfolios, combined with the accelerated growth of e-commerce, have further contributed to the category’s healthy performance. While general skin care in the broader beauty and personal care market continues to thrive, consumers facing more persistent or

Value sales of paediatric consumer health are maintaining positive growth in Slovenia in 2025. Modern parents are more informed about child health and wellness, actively seeking safer and more effective solutions to support their children's growth, strengthen immunity, and manage mild symptoms that do not require medical intervention. This heightened focus on preventative care and everyday wellness is contributing to the solid value growth of paediatric consumer health in Slovenia. Paediatric vi

Value sales of dietary supplements are seeing healthy growth in Slovenia in 2025, driven largely by prevailing health and wellness trends. Increasingly, these products are being incorporated into the daily routines of a growing number of health-conscious consumers, especially by younger generations of consumers who lead in this sense and are highly health-and-fitness-oriented individuals. These consumers view dietary supplements as a natural extension of healthy eating and part of their proactiv

Value sales of vitamins are seeing a healthy performance in Slovenia in 2025. While the category keeps advancing towards maturity, frequent key new product launches are managing to capture consumers’ attention and trigger new waves of spending as new and improved products and product formats emerge. In line with the continued positive effects of the health and wellness trends, the consumption of vitamins remains significant as people seek to maintain healthy lifestyles and stay fit and well. Reg

Weight management and wellbeing is one of the fastest growing categories within consumer health in Slovenia in 2025. Closely tied to the broader health and wellness movement, the category is experiencing strong momentum driven by shifting lifestyles and increasingly diet-conscious behaviours among a growing base of health-aware consumers. At the same time, a significant segment of the population continues to grapple with chronic health challenges, including obesity, diabetes, insulin resistance,