Cigarettes registered a further fall in volume sales in Slovenia in 2024. Smoking prevalence continued to fall as consumers safeguarded their health and also due to a pronounced consumer shift towards reduced harm products, particularly heated tobacco products. Those who continued to smoke cigarettes remain highly price conscious and under pressure from the lingering effects of the inflation are switching to smoking tobacco, particularly fine cut tobacco. In addition, due to strict controls, ill

Overall, there was a fall in volume sales in tobacco in Slovenia in 2024, as smoking prevalence continued to fall and consumers increasingly safeguarded their health. This decline was seen in traditional tobacco products, including cigarettes, cigars and cigarillos, and pipe tobacco. The only exception was fine cut tobacco, which registered a moderate increase in volume sales. With cigarettes becoming increasingly more expensive, some smokers switched to fine cut tobacco, and rolling their own c

Smoking prevalence decline continued to take a toll on the performance of cigars and cigarillos in Slovenia in 2024, with volume sales falling. Consumers are increasing safeguarding their health and avoiding smoking. On top of this, Slovenian consumers, known for their frugality, are less interested to smoking cigars as a symbol of wealth. Cigarillos fared even worse than cigars in terms of volume decline, as it has reached a degree of maturity. However, in contrast to the performance of cigars

Both e-vapour products and heated tobacco registered growth in Slovenia in 2024. When young consumers now try tobacco for the first time, they are more likely to try vaping than cigarettes. As such, there was modest growth for e-vapor products. In addition, there was a pronounced consumer shift in favour of reduced harm products from smokers looking to quit. This resulted in healthy growth for heated tobacco, in particular. However, price sensitivity was evident, with consumers opting for more a

New product innovation, rooted in the latest scientific advancements, continued to be a key driver of growth in Slovenia’s hair care market in 2024. Slovenian consumers are increasingly drawn to high-performance hair care brands and specialised formulations that address specific hair and scalp concerns. These include issues such as sensitivity and itchiness, dandruff, premature greying, brittle or thinning hair and hair loss. Leading manufacturers are responding with a steady stream of product i

The summer of 2024 was one of the hottest on record in Slovenia and the wider region, significantly accelerating consumer demand for sun care products despite rising prices and the lingering effects of inflation. Although sun care remains highly seasonal, longer, hotter summers with persistently high UV indices are becoming the norm. This shift is driving increased usage of sun protection products - not just during holidays - but as part of everyday routines to protect exposed skin, especially t

Depilatories continued to register positive growth in both volume and current value terms in Slovenia in 2024. However, inflationary pressures have accelerated a shift towards private label offerings. While inflation began to ease in 2024, Slovenian consumers remain highly budget-conscious, increasingly turning to cost-effective alternatives that still meet their hair removal needs.

Men’s grooming in Slovenia continued to record positive growth in current value terms in 2024, although this was partly due to rising prices. Performance was somewhat constrained by the growing trend among men in their 30s and 40s to grow beards, which negatively impacted the largest category: men’s shaving. Many consumers in this age group rely on electric beard trimmers to maintain a neat, well-groomed appearance. Advancements in shaving technology and increased affordability have further boos

Skin care maintained one of the strongest value growth rates within beauty and personal care in Slovenia in 2024. Consumer demand remained robust, largely driven by continued innovation and frequent new product launches. While inflationary pressures have subsided, many consumers remain cautious and continue to seek value, reducing spending on higher-priced premium skin care products.

Slovenia’s bath and shower market continued to expand in current value terms in 2024, although at a more moderate pace compared to the previous two years. This reflects the easing of inflationary pressures that had driven substantial price increases across the country in 2022 and 2023. However, even as inflation stabilised, consumers remained highly price-conscious - particularly in essential categories like bath and shower, where frequent use places a heavier burden on household budgets.

Increased concerns around oral hygiene, alongside technological and scientific advancements, positively influenced the growth of oral care in Slovenia in 2024. However, rising product prices and inflation placed pressure on household budgets, prompting consumers to re-evaluate spending priorities. Many traded down to more affordable and lesser-known brands, while private label products gained further traction.

Colour cosmetics has been hit particularly hard by recent inflationary pressures in Slovenia and the resulting significant price increases, which, although more moderate, still persisted in 2024. The category is dominated by mass-market products, which saw slower growth than their premium counterparts in 2024, largely due to ongoing price sensitivity among the former’s core consumer base.

Deodorants continued to perform well in both volume and current value terms in Slovenia in 2024. In response to significant price increases and persistent inflation, many consumers have opted for deodorants over fragrances as a more cost-effective solution. In addition, the full restoration of busy lifestyles posts-pandemic has contributed to more frequent use of deodorants, driven by personal hygiene concerns.

Persistently low birth rates remained a significant challenge for Slovenia’s baby and child-specific products market in 2024. Young families are increasingly postponing parenthood, often prioritising career development or grappling with economic uncertainty - factors exacerbated by recent inflationary pressures that have driven widespread price increases across consumer goods. Nevertheless, sales continued to grow in both volume and current value terms with ongoing innovation and rising consumer

The beauty and personal care market in Slovenia experienced positive growth in current value terms in 2024, albeit at a slower pace compared to 2022 and 2023. This deceleration was primarily due to a decline in the annual rate of inflation, following a period of significant price hikes that affected nearly all product categories. While Slovenia continues to benefit from relative economic stability within the region, consumers remain highly price sensitive. As a result, trends such as economising

Growth in the Slovenian fragrances market slowed in current value terms in 2024, compared to the two previous years. Inflation began to subside, resulting in more modest price increases. However, price-sensitive consumers continued to economise, often switching from fragrances to deodorants or cutting back on non-essential purchases. Premium men's and women's fragrances were particularly affected, with some consumers opting instead for more affordable premium unisex or mass brands. Despite these

Premium beauty and personal care continued to perform well in Slovenia in current value terms in 2024, despite some consumers temporarily shifting back to mass-market alternatives amid persistently high prices. Premium skin care, led by premium moisturisers and treatments, and premium liquid/cream/gel/bar cleansers, remained the largest category. An increasing consumer interest in skin hydration and appearance has supported demand for moisturisers, which are widely recognised for their role in m

Mass beauty and personal care continues to perform steadily in Slovenia, achieving moderate current value growth in 2024. This has been largely supported by rising prices - an ongoing effect of recent inflationary pressures that are now beginning to ease. Between 2022 and 2023, double-digit price increases triggered a pronounced shift in consumer behaviour, marked by a move towards economy brands and private label alternatives. This shift has favoured mass beauty and personal care offerings and

The population of Slovenia is predicted to decline by 1.9%, due to changes in net migration and natural change, standing at a total of 2.1 million citizens by 2040. By 2040, the largest cohort of people will be middle-aged (aged 45-64). Generational cohorts will continue to influence consumer expenditure based on their specific purchasing habits and unique demands. Major cities across Slovenia will continue to develop and expand, while Ljubljana will remain the largest city by 2040.

Away-from-home tissue and hygiene in Slovenia continued to perform well in 2024. The recovery of horeca and continued expansion of business activities in the post-COVID-19 period positively impacted the AFH performance. Away-from-home tissue posted moderate volume growth, but a strong current value increase in 2024, albeit supported by inflationary pressure on prices. Although subject to significant administrative requirements and scrutiny, such as tender procedures and specific requirements and

Tissue and hygiene in Slovenia continued to witness strong retail current value growth in 2024. Growth was driven by stable consumer demand, coupled with moderately rising product prices amidst lingering, but slowing inflation. In the post-Coronavirus (COVID-19) period, personal hygiene awareness among consumers continued to grow, having a positive effect on retail sales of tissue and hygiene products. Public health campaigns conducted during and in the post-COVID-19 period had a positive effect

Nappies/diapers/pants in Slovenia witnessed a slight retail volume sales decrease in 2024, as a result of declining birth rates. This particularly affected new born nappies/diapers. However, with the help of rising prices amid lingering inflationary pressure, all types of nappies/diapers/pants recorded positive retail current value growth. This contributed to a consumer shift towards lower-priced brands and especially private label. In contrast, skin health concerns and convenience were major dr

While slower than in 2022 and 2023, inflation continued to impact prices of retail tissue in Slovenia in 2024. This underpinned the increased focus on less expensive brands and private label, reducing loyalty as most price-sensitive consumers pursued value for money. Thus, more consumers chased price promotions to ensure they paid less when purchasing particular brands. Consumer knowledge of prices improved significantly and many remained vigilant and alert to price promotions. In 2024, retail t

Menstrual care in Slovenia posted moderate retail volume and strong current value growth in 2024, shaped by a stable 12-54-year-old female population and persistent, if lower, inflationary pressure on prices. The negative impact of rising product prices amidst inflation and geopolitical instability boosted the consumer demand for lower-priced brands among price-sensitive consumers. These consumers continued to seek more affordable options, which loosened brand loyalty. To maintain consumer inter