Hot Drinks in Romania
Euromonitor International's Hot 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: 61 | Publication date: Jun 2007
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
Coffee; Other hot drinks; Tea
Executive summary
Improved purchasing power responsible for the good performance
The growth of hot drinks was the result of higher disposable incomes and consumers’ desire for a healthy lifestyle. Better education also led to increased demand for natural products, which command a higher price. This was particularly apparent during the latter years of the review period, when consumers demonstrated that they were prepared to pay higher prices for products they perceive as beneficial to their health.
Coffee accounts for the vast majority of sales
Coffee is the indisputable leader in the Romanian hot drinks market, and it strengthened its position further during the review period. Growth of coffee was a result of higher disposable incomes because there was no other excise reduction in 2006 to result in a unit price reduction. The tough competition, strong advertising campaigns, consumer competitions and sales promotions showed their significance in the growing size and dynamics of coffee, which in turn dictated the evolution of hot drinks as a whole.
Tea is most dynamic, driven by demand for natural products
The appeal of health benefits led to increasing consumer demand for natural fruit/herbal tea and green tea, which were both very dynamic despite sales being below potential. This can be explained by the fact that legitimate sales of fruit/herbal tea are affected by consumption of such products that are homemade. This is particularly the case for herbal tea which has the largest share of retail volume sales in 2006. The dynamism of tea was the result of improved incomes, which drove sales of manufactured products. Meanwhile, more sophisticated black and green tea witnessed increasing demand as alternatives to coffee for social and relaxation purposes.
Elite Romania and its Elite brand retain leadership
The main coffee producers were the indisputable leaders of hot drinks; a consequence of the fact that coffee is by far the dominant sector. In this respect, Elite Romania and its Elite brand continued to be number one in the hot drinks market in 2006, providing excellent quality at affordable prices.
Traditional channels continued to dominate distribution
“Others” and independent food stores remain the dominant distribution channels for hot drinks. Coffee showed its desire to become an impulse product and increased its share in modern retail outlets, but continued to be very well represented in kiosks and independent food stores. Tea increased its presence in pharmacies due to these outlets evolving from traditional places where standard medication can be bought, into health and wellness outlets, with dedicated shelf-space for herbal, curative teas.
Higher incomes and changes in lifestyle will determine future growth
The integration of Romania into the EU from 2007 will bring benefits in terms of competition and price decreases. The excise on coffee will gradually decline until its total elimination, which will create further room for price reductions and volume growth. Tea will continue to be the exponent of natural products and will build on its image as a healthy product and a sophisticated alternative to coffee.
Table of contents
HOT DRINKS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved purchasing power responsible for the good performance
Coffee accounts for the vast majority of sales
Tea is most dynamic, driven by demand for natural products
Elite Romania and its Elite brand retain leadership
Traditional channels continued to dominate distribution
Higher incomes and changes in lifestyle will determine future growth
KEY TRENDS AND DEVELOPMENTS
Performance driven by higher disposable incomes
Dynamism of hot drinks mirrors the expansion of retail chains
Consumer foodservice and vending machines contribute to the good growth
Forecast performance fuelled by changes in consumption habits
MARKET DATA
Table 1 Sales of Hot Drinks by Sector: Volume 2001-2006
Table 2 Sales of Hot Drinks by Sector: Value 2001-2006
Table 3 Sales of Hot Drinks by Sector: % Volume Growth 2001-2006
Table 4 Sales of Hot Drinks by Sector: % Value Growth 2001-2006
Table 5 Hot Drinks Company Shares by Value 2002-2006
Table 6 Hot Drinks Brand Shares by Value 2003-2006
Table 7 Sales of Hot Drinks by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Hot Drinks by Sector: Volume 2006-2011
Table 10 Forecast Sales of Hot Drinks by Sector: Value 2006-2011
Table 11 Forecast Sales of Hot Drinks by Sector: % Volume Growth 2006-2011
Table 12 Forecast Sales of Hot Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Imports
Table 13 Imports of Hot Drinks by Sector 2003-2005
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - ROMANIA
ALKA CO SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Alka Co SRL: Key Facts
Summary 2 Alka Co SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Alka Co SRL: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Alka Co SRL: Competitive Position 2006
ELITE ROMANIA SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Elite Romania SRL: Key Facts
Summary 6 Elite Romania SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Elite Romania SRL: Competitive Position 2006
LABORATOARELE FARES BIOVITAL SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Laboratoarele Fares Biovital SRL: Key Facts
Summary 9 Laboratoarele Fares Biovital SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Laboratoarele Fares Biovital SRL: Competitive Position 2006
PLAFAR SA - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Plafar SA: Key Facts
Summary 12 Plafar SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Plafar SA: Competitive Position 2006
COFFEE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Coffee by Type: Volume 2001-2006
Table 15 Sales of Coffee by Type: Value 2001-2006
Table 16 Sales of Coffee by Type: % Volume Growth 2001-2006
Table 17 Sales of Coffee by Type: % Value Growth 2001-2006
Table 18 Standard Vs Coffee Pods 2004-2006
Table 19 Instant Coffee by Speciality Type 2004-2006
Table 20 Instant Coffee by Speciality Type 2004-2006
Table 21 Coffee Company Shares 2002-2006
Table 22 Coffee Brand Shares 2003-2006
Table 23 Foodservice Sales of Coffee by Distribution Format 2001/2006
Table 24 Forecast Sales of Coffee by Type: Volume 2006-2011
Table 25 Forecast Sales of Coffee by Type: Value 2006-2011
Table 26 Forecast Sales of Coffee by Type: % Volume Growth 2006-2011
Table 27 Forecast Sales of Coffee by Type: % Value Growth 2006-2011
TEA IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Tea by Subsector: Volume 2001-2006
Table 29 Sales of Tea by Subsector: Value 2001-2006
Table 30 Sales of Tea by Subsector: % Volume Growth 2001-2006
Table 31 Sales of Tea by Subsector: % Value Growth 2001-2006
Table 32 Fruit/herbal Tea by Type: % Off-trade Volume 2005-2006
Table 33 Tea Company Shares 2002-2006
Table 34 Tea Brand Shares 2003-2006
Table 35 Forecast Sales of Tea by Subsector: Volume 2006-2011
Table 36 Forecast Sales of Tea by Subsector: Value 2006-2011
Table 37 Forecast Sales of Tea by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales of Tea by Subsector: % Value Growth 2006-2011
OTHER HOT DRINKS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Other Hot Drinks by Subsector: Volume 2001-2006
Table 40 Sales of Other Hot Drinks by Subsector: Value 2001-2006
Table 41 Sales of Other Hot Drinks by Subsector: % Volume Growth 2001-2006
Table 42 Sales of Other Hot Drinks by Subsector: % Value Growth 2001-2006
Table 43 Other Hot Drinks Company Shares 2002-2006
Table 44 Other Hot Drinks Brand Shares 2003-2006
Table 45 Forecast Sales of Other Hot Drinks by Subsector: Volume 2006-2011
Table 46 Forecast Sales of Other Hot Drinks by Subsector: Value 2006-2011
Table 47 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2006-2011
Table 48 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2006-2011