Management Of Special Food Product – An Opportunity For Market Expansion In The Region And European Food Market

This research is based on conducted surveys with potential consumers of a food product called “kulen” a Slavonian traditional dry fermented salami, as an indigenous Croatian product, covering two counties (Osiječko-Baranjska and Vukovarsko-Srijemska). The surveys include the manufacturer’s attitude toward the special traditional product kulen, their place in the market, strengths, and weaknesses. The aim of this paper is to analyze the market for kulen food products, based on consumers’ responses and their willingness to purchase the product. The results showed that in the two counties, most consumers purchase salami once a week from a Croatian market—a crucial indicator for consumption of quality products. With Croatia’s accession to the European Union, Croatian manufacturers have found themselves within the unified European market. This primarily means an expanding market where they can sell more of their products. However, the entry of new producers into the Croatian market would also increase competition. In such case, some manufacturers will have to lower the price of their products to become more competitive, while those whose products have unique geographical indications, designations of origin, and traditional specialty would certainly be able to set a higher price for their products.