Alcoholic Drinks in Romania
Euromonitor International's Alcoholic Drinks in Romania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 151 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Excellent Growth Supported by Higher Available Incomes
Improved purchasing power was mainly responsible for the excellent performance of alcoholic drinks in 2008. Higher incomes lay behind the changes in lifestyle which in turn stimulated the dynamics of premium brands, resulting in higher growth in value sales compared to volume. The strong branding activity, undertaken especially by domestic producers, also contributed to the same excellent value dynamics due to higher selling prices. However, this trend was noticeable only in Bucharest and other large cities while smaller towns and rural areas continued to rely on cheaper generic products and household production of wine and spirits.
Value Dynamics Stimulated by the Devaluation of the Ron
The on-going extensive devaluation of the RON against the Euro throughout the whole of 2008, which ended in a pronounced loss due to the world economic crisis, led to price rises for all alcoholic drinks, especially imported varieties. At the same time, the increasing cost of raw hops at an international level, also strengthened by the devaluation of the RON, led to unit price rises for the most popular category, namely beer. As a result, value sales growth was ahead of volume during 2008. In this context, and despite a trend towards increasing consumption of bottled alcoholic drinks, the generally still low level of purchasing power in Romania coupled with the extensive rural population led to a very high level of consumption of home-made wine and spirits as well as uncontrolled sales of such items directly from the production sites or from open markets located nearby.
Multinationals and Beer are Responsible for the Positive Performance
The hot summer of 2008 and the cost increases for hops on the international market propelled sales of beer as the main driver of overall alcoholic drinks dynamics. Beer also benefited from its perception as being relaxing, a means of socialising and satisfying the need for re-hydration, all at lower prices compared to other types of alcoholic drinks. Higher incomes also stimulated unit price increases, and this further contributed to the outstanding performance of beer in value terms. At the same time, the facts that beer retained an indisputable lead within alcoholic drinks generally and was also dominated by multinational companies meant that these latter maintained a clearly dominant position within alcoholic drinks as a whole. The efforts made by multinationals to promote beer as a healthy drink when consumed in moderation also had a positive effect on the acceptance of beer as a common alcoholic drink among households of all income levels.
Strong Dynamics for Large Retailers but Independent Small Grocers Dominate
The expansion of large multinational retailers in Romania during 2008 had one of the most important consequences for the excellent performance of bottled alcoholic drinks. The preference for one-stop shopping combined with growing demand for entertainment was capitalised on to a significant degree, especially by large manufacturers and importers. On the other hand, traditional independent small grocers continued to be the dominant channel in 2008 with extensive penetration in the majority of cities and especially in rural areas where large chains are absent. There is little chance that independent small grocers would lose their overall supremacy in rural locations over the forecast period despite the excellent dynamics of supermarkets/hypermarkets in large urban areas. On-trade sales also increased due to the stronger focus of manufacturers on this rapidly growing area.
Changing Lifestyles will Stimulate Forecast Growth
The integration of Romania into the EU will likely be a prime contributor to the growth of bottled alcoholic drinks over the forecast period, mainly as a consequence of improved purchasing power. Thanks to higher incomes, the inhabitants of Bucharest and other large cities are changing their preferences in favour of bottled alcoholic drinks at the expense of loose products purchased directly at the production farms. This trend is expected to contribute to strengthening competition, focused mainly on wine and spirits; beer will remain concentrated in the hands of multinationals.
Table of contents
ALCOHOLIC DRINKS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent Growth Supported by Higher Available Incomes
Value Dynamics Stimulated by the Devaluation of the Ron
Multinationals and Beer are Responsible for the Positive Performance
Strong Dynamics for Large Retailers but Independent Small Grocers Dominate
Changing Lifestyles will Stimulate Forecast Growth
KEY TRENDS AND DEVELOPMENTS
Improved Purchasing Power Leads to Changes in Lifestyle
Expansion of Multinational Retailers Fuels the Positive Performance
Manufacturer Brands Retain Consumer Interest
Rural Areas Offer Significant Growth Potential for Bottled Alcoholic Drinks
EU Membership Intensifies Competition
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Imported Beer Brand 2008
Table 5 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 6 Selling Margin of a Typical Imported Wine Brand 2008
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 8 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 10 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 18 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 19 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 20 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
ALEXANDRION GROUP ROMANIA SRL - ALCOHOLIC DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Alexandrion Group Romania SRL: Key Facts
Summary 5 Alexandrion Group Romania SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Alexandrion Group Romania SRL: Competitive Position 2007
BERE AZUGA SA - ALCOHOLIC DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Bere Azuga SA: Key Facts
Summary 8 Bere Azuga SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Bere Azuga SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Bere Azuga SA: Competitive Position 2007
EUROPEAN FOOD SA - ALCOHOLIC DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 European Food SA: Key Facts
Summary 12 European Food SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 European Food SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 European Food SA: Competitive Position 2007
MURFATLAR ROMANIA SA - ALCOHOLIC DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Murfatlar Romania SA: Key Facts
Summary 16 Murfatlar Romania SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Murfatlar Romania SA: Competitive Position 2007
PRODAL '94 SRL - ALCOHOLIC DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Prodal ’94 SRL: Key Facts
Summary 19 Prodal ’94 SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Prodal ’94 SRL: Competitive Position 2007
BEER IN ROMANIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 21 Lager by Price Band 2008
Published Data Comparisons
SECTOR DATA
Table 25 Sales of Beer by Subsector: Total Volume 2003-2008
Table 26 Sales of Beer by Subsector: Total Value 2003-2008
Table 27 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 28 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 32 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 33 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 35 Beer Exports by Country of Destination: Total Value 2002-2007
Table 36 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 37 Beer Imports by Country of Origin: Total Value 2002-2007
Table 38 Company Shares of Beer by National Brand Owner 2003-2007
Table 39 Company Shares of Beer by Global Brand Owner 2003-2007
Table 40 Brand Shares of Beer 2004-2007
Table 41 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 42 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 44 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN ROMANIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN ROMANIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 48 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 52 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 53 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 54 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 55 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 59 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN ROMANIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published Data Comparisons
SECTOR DATA
Table 60 Sales of Wine by Subsector: Total Volume 2003-2008
Table 61 Sales of Wine by Subsector: Total Value 2003-2008
Table 62 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 63 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 67 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 68 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 69 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 70 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 71 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 72 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 74 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 75 Sales of Still Red Wine by Quality Classification 2003-2008
Table 76 Sales of Still White Wine by Quality Classification 2003-2008
Table 77 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 78 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 79 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 80 Wine Exports by Country of Destination: Total Value 2002-2007
Table 81 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 82 Wine Imports by Country of Origin: Total Value 2002-2007
Table 83 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 84 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 85 Brand Shares of Still Light Grape Wine 2004-2007
Table 86 Company Shares of Champagne by National Brand Owner 2004-2007
Table 87 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 88 Brand Shares of Champagne 2004-2007
Table 89 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 90 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 91 Brand Shares of Other Sparkling Wine 2004-2007
Table 92 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 93 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 94 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 95 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 96 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 97 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 98 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN ROMANIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Published Data Comparisons
SECTOR DATA
Table 99 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 100 Sales of Spirits by Subsector: Total Value 2003-2008
Table 101 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 102 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 106 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 107 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 108 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 109 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 110 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 111 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 112 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 113 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 114 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 115 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 116 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 117 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 118 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 119 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 120 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 121 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 122 Liqueurs Production: Total Volume 2002-2007
Table 123 Other Spirits Production: Total Volume 2002-2007
Table 124 Company Shares of Spirits by National Brand Owner 2003-2007
Table 125 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 126 Brand Shares of Spirits 2004-2007
Table 127 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 128 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 129 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 130 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013