PERSPECTIVE ON DEVELOPMENT OF FOOD AND BEVERAGE INDUSTRY IN THE INTERNATIONAL ENVIRONMENT: THE CASE OF CROATIA

Abstract

Cilj je ovoga rada dobiti nove spoznaje o perspektivama razvoja hrvatske industrije hrane i pića u međunarodnom okruženju. Metodologija rada zasniva se na primjeni input-output modela i standardiziranih pokazatelja izvozne konkurentnosti. Usporedba bruto dodane vrijednosti, produktivnosti i faktorskog dohotka sa zemljama Europske unije ukazuje na zaostajanje Hrvatske u odnosu na zemlje članice EU-15. Istovremeno u usporedbi s novim članicama EU (tranzicijske zemlje), hrvatska prehrambena industrija uspijeva zadržati konkurentnu proizvodnju. Od analiziranih tržišta hrvatska prehrambena industrija je najbolje pozicionirana na tržištu CEFTA-e. Istovremeno, relativno su slabo razvijene komparativne prednosti i konkurentska pozicija na brzo rastućim tržištima. Rast potrošnje hrane na globalnoj razini otvara prostor sve većoj diversifikaciji izvozne strukture i jačanju konkurentnosti na dosad manje zastupljenim tržištima. Perspektive razvoja industrije hrane i pića u Hrvatskoj prepoznaju se u nastavku procesa rasta izvozne orijentiranosti, većoj zastupljenosti na brzo rastućim tržištima, rastu potrošnje hrane, ulaganjima u inovacije i razvoj novih proizvoda, te ulaganjima u razvoj novih tržišta.The aim of this paper is to get new insight into the perspectives of the Croatian food and beverage industry development in the international environment. Methodology of the paper is based on applying input-output model and standardized indicators of export competitiveness. Comparison of gross value added, productivity and factor income with EU countries points to Croatia’s lagging in relation to EU-15 countries. At the same time, in comparison with the new EU member states (transition countries), the Croatian food industry manages to maintain competitive production. Among analysed markets, Croatian food industry has the best position on the CEFTA market. At the same time, comparative advantages and competitive positions in relatively rapidly growing markets are relatively weak. A growth in global consumption of foodstuffs opens up space for diversification of the export structure and strengthening of competitiveness in the less represented markets. Perspectives on the development of the food and beverage industry in Croatia are being recognized in the continuation growth of export orientation, greater representation in fastgrowing markets, increased food consumption, investment in innovation and development of new products, and investments in the development of new markets