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: 70 | Publication date: Jun 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
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks sees good growth in 2008
Good hot drinks performance in 2008 was the result of the indisputable domination of coffee in Romania. Growth of coffee was a result of higher disposable incomes, which led to increased penetration of premium brands, boosting price growth. The tough competition, heavy advertising campaigns, contests and sales promotions had an important effect on the size and dynamics of coffee which in turn dictated the evolution of hot drinks as a whole.
Demand for healthy products contributes to good performance
Growth of hot drinks was not only due to higher disposable incomes but also to increased consumer concern for leading healthy lifestyles, and better education contributed to this increased concern and demand for natural products – for which consumers were prepared to pay higher prices. This led to more development of natural products, with noticeably positive effects in the last years of the review period. The attraction of health benefits boosted demand for both coffee and tea.
Kraft Foods Romania and Strauss Romania continue to lead hot drinks
The main coffee producers were the indisputable leaders of hot drinks, due to the fact that coffee retained by far the leadership in sales of hot drinks overall. In this respect, Kraft Foods Romania with its Jacobs brand was number one in 2008 in value terms although Strauss Romania retained leadership in volume terms in the same year. The re-branding of the brand Elite into Doncafé affected Strauss Romania’s performance in 2008, a result also of the change in the same year of the NBO from Elite Romania.
Traditional channels continue to dominate distribution
Small grocery retailers remained dominant in distribution of hot drinks, due to their strong penetration in the majority of the cities and in rural areas where large chains are absent. Coffee showed signs of becoming an impulse product and increased value share in modern retail stores (supermarkets/hypermarkets) due to the preference for one-stop shopping combined with entertainment. However, hot drinks continued to be strongly represented in the traditional independent small grocers and to a lesser degree at kiosks, which accounted for convenience in the large cities due to the longer opening hours and availability in the crowded neighbourhoods.
Forecast performance supported by changing lifestyles
The forecast period will bring the gradual reduction of an excise tax for coffee until its complete elimination in 2010, with positive impact on price reduction and the stronger penetration of coffee in lower-income households too. Tea, especially green tea and fruit/herbal tea, will continue to be perceived as a healthy product and not only the former but loose black specialty tea, for example, will be increasingly seen as sophisticated alternatives to coffee. Meanwhile, the improved purchasing power of Romanians is expected to lead to major lifestyle changes, especially in large cities, which would bring increasing demand for natural and more expensive products like coffee and tea.
Table of contents
HOT DRINKS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks sees good growth in 2008
Demand for healthy products contributes to good performance
Kraft Foods Romania and Strauss Romania continue to lead hot drinks
Traditional channels continue to dominate distribution
Forecast performance supported by changing lifestyles
KEY TRENDS AND DEVELOPMENTS
Lifestyles change as result of improved purchasing power
Expansion of large retailers sustained dynamics of hot drinks
Consumer foodservice contributes to hot drinks dynamics
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 25 Imports of Hot Drinks by Sector 2001-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
ALKA CO SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alka Co SRL: Key Facts
Summary 3 Alka Co SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alka Co SRL: Competitive Position 2008
LABORATOARELE FARES BIOVITAL SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Laboratoarele Fares Bio Vital SRL: Key Facts
Summary 6 Laboratoarele Fares Biovital SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Laboratoarele Fares Bio Vital SRL: Competitive Position 2008
STRAUSS ROMANIA SRL - HOT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Strauss Romania SRL: Key Facts
Summary 9 Strauss Romania SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Strauss Romania SRL: Competitive Position 2008
COFFEE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Coffee Machine Sales: 2002-2007
Table 27 Instant Coffee by Speciality Type 2004-2008
Table 28 Instant Coffee by Speciality Type 2004-2007
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 41 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 42 Retail Sales of Tea by Subsector: Value 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 45 Tea Company Shares 2004-2008
Table 46 Tea Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 55 Other Hot Drinks Company Shares 2004-2008
Table 56 Other Hot Drinks Brand Shares 2005-2008
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013