Slovenia flag Slovenia: Buying and Selling

Advertising and marketing in Slovenia

Marketing opportunities

Consumer Profile
With a GDP per capita of USD 28,100 (IMF, 2021), the Slovenian consumer is the wealthiest in the Balkans (Greece included) and Eastern Europe. The Slovenian population is ageing and shrinking with youth aged 0-24 accounting for 23.85% of the total, the median age of 44.9 years and a natural growth rate of -0.03% (CIA World Factbook, 2020 and 2021 est.).
Slovenian consumer usually works long hours and has less time spend to leisure activities than the EU average. Nonetheless, labour productivity (82.7%) is also lower than the EU average (Eurostat, latest data available).
There are no significant income inequalities among different regions or social groups with Slovenia having one of the lowest Gini index in the world (23.9 out of 100 in 2019, EU average 30.7) (Eurostat, latest data available).
Consumer Behaviour
Slovenian consumer is the most affluent among Balkan nations and their spending behaviours are the closest to what can be observed in Western Europe. They are well-informed and prefer local and renowned products to foreign or unknown brands. As the purchasing power improves, the share of leisure products and services in total spending has increased.
With increased retail competition, the Slovenian consumer is becoming more demanding, however, sales service, after-sales service and customer support are rather poorly developed. Traditionally, the typical Slovenian consumer is willing to spend more on quality satisfaction for certain basic needs, education (especially for children), housing and cars than for cosmetics, jewellery and trendy outfits.
Slovenian consumers are generally accustomed to paying in monthly instalments, even for lower-cost goods.
Slovenian consumer confidence reached an all-time high at the end of 2017 with high expectations for the country's economy and the labour market. Consumer confidence remains similar to the EU and Eurozone averages.
Consumers Associations
Slovenian Consumers' Association (in Slovenian only)
Market Inspectorate (governmental body within the Ministry of Economic Development and Technology)
Main Advertising Agencies
Luna TBWA (in Slovenian only)
Futura (in Slovenian only)

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Latest Update: May 2024

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