Reaching the consumers

Marketing opportunities

Consumer behavior

Most of the time Slovenian consumer is generally well informed but rather a conservative one: prefers domestic and known brands to unknown brands or products from distant (non-European) countries. With the increase of purchasing power over the last decade, the expenditure share of non-food products and services increased.

With increased retail competition Slovenian consumer is becoming more demanding: compares information on the Internet; looks for a transparent and exhaustive information on the product label (in local language!); desires to purchase fast moving consumer goods quickly and conveniently; aspires for social responsibility . With the world crisis 2008-2009, Slovenian consumer is turning back to its roots looking more and more for a good value for its money. Traditionally, the typical Slovenian consumer spends rather more for quality satisfaction of some basic needs, education (especially for children), homes and cars than for cosmetic, jewelry and trendy outfit. A Slovenian consumer also is keen to spend money from time to time for culture and humanitarian purposes.

 

Consumer profile and purchasing power

According to one life-style research, Slovenia has by far the highest share of predominantly work oriented people in the region and slightly higher share of relaxed older people. On the other hand, Slovenia has the smallest share of people that are mainly oriented towards self-exploring (age 15-33, lower educated, unemployed or housewifes, of a slight dreamy and hedonistic character). Good balancing between family and professional life is also very important for a typical Slovenian consumer.

Consumers associations

National independent, non-government, non-profit consumer association (in local language only)
Government consumer protection office

Main advertising agencies

GfK Slovenija - market research
Pristop - communications and consulting full service agency
Luna TBWA - full service creative and advertising agency
Futura - full service creative and advertising agency
Publicis - full service creative and advertising agency
Httpool - leading full service online advertising provider, with international reach in Central and Eastern Europe
Europlakat - leading provider in the outdoor advertising

Distributing a product

Market shares

Even though the development of trade in Slovenia is based on domestic players (at least in the beginning), they were actually adapting the proces that went on in Western Europe - but faster: building of big malls gathered around one hypermarket on one side and vanishing of small traders within the cities on the other. According to Nielsen research, in 2007 the number of modern big stores (counted per one million of inhabitants) in Slovenia (218) was similar to Belgium (232) or Netherland (211) and the market share of hard discount stores has been increasing with the entrance of Hofer (in 2005) and Lidl (in 2007). The major food retailers are Mercator and Tus (both domestic) and Spar, holding around 75% of the market.

 

In 2006, the trade sector contributed to 11.9% of Slovenian GDP.

Organizations in the retail sector

Slovenian Chamber of Commerce

Market access procedures

International Conventions

Member of World Trade Organisation
Member of OECD
Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer
Wassenaar arrangement on export controls for conventional arms and dual-use goods and technologies
Party of the International coffee agreement 2001

Main International economic cooperation

Slovenia is a member of the EU since January 1st, 2004 and as such is a member of the EU Customs Union.

Non tariff barriers

In accordance with its European Union membership since May, 1st of 2004, Slovenia applies the European Union trade policy such as antidumping or anti-subsidy measures. The European Union import regime is applied to Slovenia.

While the European Union has a rather liberal foreign trade policy, some products need import licenses. There are some restrictions, especially on farm products, following the implementation of the CAP (Common Agricultural Policy): the application of compensations on import and export of farm products, aimed at favouring the development of agriculture within the EU, implies a certain number of control and regulation systems for the goods entering the EU territory.

When being introduced into Slovenia, some products must be "CE" marked in respect to the European Directives adopted on the basis of the New Approach and the Global Approach.

Customs duties and taxes on imports

Slovenia is a member of the EU and fully accepts its foreign trade policy. Operations carried out within the EEA are free of duty. The Common Customs Tariff of the European Union applies to goods originating outside Europe. Generally the duty is relatively low, especially for industrial products (4.2% on average). Tariffs for EU origin can be found here.

Customs classification

When the country of origin of the goods exported to Slovenia is not part of the European Union, customs duties are calculated Ad valorem on the CIF value of the goods, in accordance with the Common Customs Tariff (CCT).

In order to get exhaustive regulations and customs tariffs rates regarding their products, exporters shall refer to the TARIC code and its database, which includes all applicable customs duties and all customs trade policy measures for all the goods.

Import procedures

Since its accession to the EU on May, 1st of 2004, Slovenia has adopted the EU Common External Tariff. Consequently, trade with Slovenia is totally free from customs duties, provided that the country of origin of the goods is one of the other EU Member States. Nevertheless, when introducing goods into Slovenia, exporters shall fill in written customs declaration on a SAD (Single Administrative Document, Slovenian abbreviation is EUL).

Importing samples

For samples an import document is not necessary in case the sample is of minimum value, not appropriate for sale or intended for trade show - they have to be classified as such and their volume should be appropriate. They can be released for circulation afterwards but only after the full duly import procedure.

For further information

Customs Administration

Organizing goods transport

Main useful means

More than two thirds of all transported goods in Slovenia is done by roads. The rest of approx. 30% of transported goods is more or less equally divided by railway (13%) and sea port (12%) while the sea transport reaches up to 5%.

The transport share of GDP is around 7% and in total employment around 5.5%.

Ports

Port of Koper

Airports

Ljubljana airport "Joze Pucnik" - the principal airport of Slovenia
Maribor airport
Portoroz airport - for smaller aircrafts

Sea transport organizations

Maritime Directorate

Air transport organizations

Civil aviation directorate

Road transport organizations

Roads Directorate

Rail transport organizations

Railways and Cableways Directorate

Identifying a supplier

Type of production

Manufacturing contributed 20.5% of GDP in 2007 and had a relatively strong growth in the past years. Manufacturing employs more than 25% of the workforce. In terms of the value added, leaders are chemical industry (especially pharmaceutical and rubber tyres), automotive industry, food and beverages, electric domestic appliances, iron metallurgy, metalworking. However, Slovenia is becoming more and more strong in services: trade, telecommunications, turism, transport and logistics. Traditionally, Slovenia was relatively strong also in computer software development and electronics.

Business directories

PIRS , commercial business directory
AJPES , official business directory (in Slovene only)
SloExport , directory of exporters
Chamber of Industry , business directories

Manufacturers associations of the main industries

Banks' association
Insurance association
Branch of professional associations

Trade Agencies and their representations abroad

Chamber of Industry
Chamber of commerce (in Slovenian)

Enterprises federation

Association of Employers