Revitalization of the Slovenian Herbal Market? A Mixed Study Approach

• Published in: Market-Tržište Vol. 35; no. 2; pp. 205 - 221
• Main Authors: Krsnik, Sabina, ERJAVEC, Karmen
• Format: Journal Article Web Resource
• Language: English
• Published: Zagreb CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb 01.01.2023; CROMAR (Croatian Union of Marketing Associations) and Faculty of Economics and Business Zagreb; University of Zagreb, Faculty of Economics and Business; Sveučilište u Zagrebu, Ekonomski fakultet Zagreb; Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
• Subjects: barriers; Economy; Herbal medicine; herbs; in-depth interviews; market; online survey; Slovenia; Slovenia; market; indepth interviews; barriers; Slovenia; online survey; herbs
• ISSN: 0353-4790; 1849-1383
• DOI: 10.22598/mt/2023.35.2.205

Purpose – The study aims to identify the needs, barriers, and measures relevant for the revitalization of the herbal market in Slovenia. Design/Methodology/Approach – A mixed-methods approach was used in the study, with a quantitative online survey of Slovenian herbalists (N = 217) and in-depth interviews conducted with key Slovenian stakeholders in the field of herbalism (N = 18). Findings and Implications – Most Slovenian herbalists grow herbs as a hobby or as a supplementary farm activity; they have little land for growing herbs and thus also generate a low income. Most of them sell their products directly to consumers, with only one tenth selling herbs to retailers. As many as three quarters of the respondents are not a part of any organization which, alongwith lower prices, is the main barrier to a market revitalization. The in-depth interviews revealed a lack of interest in collaboration among herbalists because they find the existing situation to be sufficient to a certain extent, as demand is greater than their supply. The results show no evidence of an herbal market as it existed before Slovenia’s independence. Limitations – Since there is no census of Slovenian herbalists, the sample is not representative. Originality – There is a lack of understanding of the barriers to and measures for revitalizing the herbal market, especially in developed countries whose market was well developed decades ago, such as Slovenia.