From wellness to whimsy: Evolving indulgence
As brands leaned into health, functionality, and local relevance, one truth held firm: indulgence didn’t disappear – it adapted. In 2024, categories like cookies, biscuits, and confectionery performed strongly – not by ignoring shifting shopper priorities, but by reframing what indulgence means.
Brands found fresh ways to stay relevant: through emotional storytelling, nostalgic formats, and smart positioning as affordable pleasures. For some, that meant tapping into heritage and local pride. For others, it was about innovation with a comforting twist. Either way, indulgence proved it still has a powerful role to play – especially when it connects with how people want to feel.
Sedita – the sweet spot of tradition in Slovakia and Czech Republic
Sedita demonstrated that heritage still has real pulling power. In Slovakia, the brand climbed to #2 in 2024, with CRP growth of 8.2% driven largely by increased consumer choice. In Czech Republic, it held steady at #6, boosting CRP by 15.2% through gains in both penetration and consumer choice.
In Slovakia, Sedita’s success is anchored in its wide range of beloved confectionery. Horalky and Mila are iconic staples, cherished for decades with minimal changes. “Recent innovations – such as mini snack formats and new flavors – have refreshed these classics, expanding their appeal to new occasions and younger target groups,” says Tatiana Valachová, Consultant of YouGov.
"In Czechia, Sedita now reaches 75% of households. Alongside iconic Mila and Horalky, Věnečky plays a key role in driving household penetration. A major growth lever in 2024 was expanded distribution through discount retailers, helping Sedita tap into value-conscious shoppers while maintaining its strong brand equity."
The “Mini Mila” campaign exemplified Sedita’s ability to blend emotional storytelling with local pride, reminding consumers that even in a health-conscious world, there’s still room – and real demand – for a trusted treat. By reinforcing its shelf presence and staying culturally relevant, Sedita has carved out a resilient position in the hearts and baskets of shoppers.
Sedita is present in every
FMCG basket
Penetration of key Sedita brands (%)
Innovations within Mila & Horalky
⬤ 2023 ⬤ 2024
Shopper groups who contributed the most to growth of CRP
Discounters
Penetration of key Sedita brands (%)
Innovations within Mila & Horalky
Věnečky
⬤ 2023 ⬤ 2024
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | CZ & SK YouGov FMCG; 2023 = MAT Oct 2023, 2024 = MAT Oct 2024 | https://sedita.sk/
CRP growth in Slovakia
CRP growth in Czechia
Sedita continues to hold a strong position in the Czech market, thanks to its long-standing tradition, high household reach, and solid network. In 2024, the brand's growth accelerated, supported by expanded availability in key discount retailers such as Penny and Lidl. The brand's success is driven by its iconic products — Horalky and Mila — which continue to evolve through innovations in snack formats and flavor varieties. We are also seeing positive momentum in the biscuit segment, particularly with the growing popularity of our Věnečky brand.
Monika Loskotová, Marketing Manage, I.D.C. Holding, a.s.
Sedita holds a confectionery market leader position in Slovak market by continuously combining tradition with innovations. In response to evolving consumer lifestyles and snacking habits, we launched mini formats of our iconic brands Horalky and Mila. Broadened availability and relevance helped us grow brands penetration, attract new users, and boost purchase frequency. We also expanded Horalky flavour portfolio with the launch of Horalky Peanut Butter. The new flavour particularly appeals to younger consumers and those seeking a modern twist on a classic favorite.
Adriana Straussová, International Brand Manager, I.D.C. Holding, a.s.
Sources: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | https://sedita.sk/