Valicon top brands 2025 survey

On February 18th, 2026, VALICON, one of the leading marketing consulting and research companies in the Adria region, published its top brands 2025 survey.

In a period marked by market fragmentation, the growth of discount retailers, and the increasing dominance of private labels, the strongest brands in the Adria region are maintaining their positions. In Slovenia, the top five places are occupied by domestic names. Among the 25 strongest brands in Slovenia, 13 are local brands, while across the wider region, it is primarily multinational companies that demonstrate their strength.

The VALICON TOP BRANDS 2025 survey reveals that in the turbulent times we are witnessing, local brands are not only maintaining their positions but are also recognising new growth opportunities.

In a world characterised by persistent inflation, political instability, and economic uncertainty, consumers are fundamentally changing their habits. Shoppers are becoming increasingly informed and price-conscious, which has placed discount retailers in the role of key market gatekeepers. In Slovenia, Lidl, Hofer, and Eurospin are the primary place of purchase for 42% of respondents, while as many as 91% visit them regularly. In such circumstances, only the strongest brands are able to secure space on store shelves, while all others must first prove their relevance.

Local heroes

The top five places in Slovenia are occupied exclusively by domestic brands: Barcaffè, Radenska, Alpsko mleko, Argeta and 1001 Cvet. As many as seven local brands appear in the top ten (Derby and Fructal have also joined this elite group), while more than half of the 25 strongest brands (13 in total) are of Slovenian origin.

The balance of power thus remains firmly in favour of local origin, as Slovenian consumers, despite globalisation and the pressure from discount retailers, still most often reach for traditional domestic products. This is particularly evident in products linked to daily rituals (coffee, milk, water, pâté). These categories have proven to be the most resilient to the growth of private labels. Foreign competitors struggle to break into the top ranks; among the top ten, only global giants with a long tradition – such as Milka in sixth place and Kinder in ninth – along with the strong regional brand Cedevita in eighth place, have managed to secure a position.

Special attention should be given to the brand Derby, which ranks high in seventh place. This represents a precedent, as it is the first brand from the fruit and vegetable category to reach such a high position on the list. Lušt has also made it into the top 50 in Slovenia.

Regional champions

At the regional level, clear rules apply: trust keeps local brands at the heart of everyday life, while global competitors dominate in categories of impulsive indulgence. Nevertheless, the region of the former Yugoslavia remains distinctive: brands such as Smoki and Plazma have retained their strength despite strong global competition.

The examples of Argeta, Vegeta, and Smoki best illustrate how local heroes become regional champions. Through the power of its name, Argeta has effectively taken ownership of the entire spreads category; Smoki has become synonymous with peanut flips across the region; and Vegeta has outgrown the seasoning category to become a universal culinary symbol of the region – almost a generic name for a food additive in millions of households.

The survey results clearly show that brands investing in innovation and emotional connection continue to grow. In 2026, consumers remain loyal to those brands that, beyond meeting functional needs, become part of their identity. The conclusion is unequivocal: brands that wish to endure must not merely be present on the market, but must become indispensable in the everyday lives – and hearts – of consumers.

On February 5th, 2026, VALICON announced that it is strengthening its regional presence by expanding its team of experts.

Ljubica Vukčević, a distinguished professional with extensive international experience in data analytics and media strategy, is joining the company as Project Director. Her arrival marks a strategic step in the further development of innovative methodologies and in strengthening relationships with key clients across the region.

Ljubica Vukčević brings more than 15 years of experience from communications and media agencies in Serbia and the United Kingdom. Before joining Valicon, she served as Director of Data Analytics and Insights at one of the region’s leading communications agencies, Direct Media United Solutions. There, she led a team of experts responsible for in-depth data analysis and business insights, helping clients understand complex consumer trends and optimise their marketing strategies.

Ljubica has also built her professional career at the global level. Before her leadership role at Direct Media, she worked in London as Head of Research within the global Omnicom Media Group network. She was responsible for market research across Europe, the Middle East, and Africa (EMEA), gaining experience in international campaigns and collaborating with some of the world’s largest brands.

Ljubica is also the recipient of the prestigious global IAA Inspire Award – Young Leader, one of the highest international recognitions for young marketing professionals. In addition to her corporate roles, she is an active lecturer in master’s programmes in digital marketing and a speaker at major regional conferences, where she shares her expertise on trends, consumer behaviour, and data analytics.

Upon joining the new team, Ljubica Vukčević stated:

“Although I have spent almost my entire career working with data and ‘translating’ it for professionals in marketing and advertising, at Valicon I am, for the first time, coming directly to its source. As Project Director, I will strive to further strengthen Valicon’s position and growth in the region by leading complex international research projects, developing innovative methodologies and building strong relationships with key clients.”

Source: Feb 18, 2026 | press releases, Valicon products