The new sugar tax will impact all soft drinks categories in Slovakia from January 2025, with a fixed tax per litre imposed on all soft drinks sweetened by sugar or alternative sweeteners. This is bad news for juice drinks (up to 24% juice) and, to a lesser extent, nectars, which became increasingly popular among Slovak consumers for their price-fighting attributes at the end of the review period.
Health awareness, wellbeing and premiumisation are some of the main trends expected to gain momentum over the forecast period. Higher juice content, organic options and domestically sourced ingredients will increasingly find a consumer base as the purchasing power of Slovak households starts to improve.
Private label increased already strong off-trade volume and value shares in juice at the end of the review period, supported by price advantages and overall value for money perceptions. Grocery retailer’s private label lines were also supported by marketing and promotional activities, such as in-store shelf positioning in visible spaces, frequent price discounting and the use of printed leaflets or smartphone apps to showcase and promote their offer, while focusing on lower prices.
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Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
See all of our definitionsThis report originates from Passport, our Juice research and analysis database.
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