Soft Drinks in Romania
Euromonitor International's Soft 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: 128 | Publication date: Aug 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Growing incomes sustain the good performance of soft drinks
The growth of soft drinks in Romania was mainly the result of overall price increase, as a consequence of the improving consumer purchasing power, which made an important contribution to changing lifestyles. As a result consumption of soft drinks saw reduced seasonality. Bottled water and fruit juice products made a strong contribution to the good performance of soft drinks in 2006, due to the fact that they represent an important measuring tool for higher incomes, and benefit from the consumer perception that they are healthier soft drinks.
Indisputable leadership retained by carbonates and bottled water
Carbonates and bottled water were the main performers in the soft drinks market in 2006, boosted by the leading positions held by multinationals and strong domestic players. The strength of carbonates and bottled water came from the presence of multinationals, which dominate carbonates, as well as significant investment in bottled water, coupled with strong advertising expenditure and promotions. Seasonality remained an important factor affecting sales, but diminished due to the improved offer and manufacturers’ efforts to comply with changing consumer lifestyles through new product launches.
Functional drinks and RTD tea benefit from changing lifestyles
Functional drinks and RTD tea both saw strong increases in total volume terms in 2006, each rising by approaching 30%. This was due to increased demand for energy drinks and particularly healthy products as a result of changing consumer lifestyles. Romanian society is increasingly characterised by concepts such as health, diet, energy and physical activities, which are satisfied by the more expensive and sophisticated functional drinks, with the latter particularly important as alternatives to cola carbonates and coffee. They are also perceived as part of a modern and active life. Sales are stronger in Bucharest and large cities, largely due to the distribution and communication strategies employed by the main players.
Coca-Cola remains leading manufacturer
Coca-Cola HBC Romania maintained its leading position in the soft drinks market in 2006. However, its off-trade volume share declined due to the improving presence of its main rival, Pepsi, but also due to the strong competition from the main producers of bottled water, which all proved innovative in terms of communication messages and advertising expenditure. Most domestic manufactures held good positions as a consequence of their intense activity in bottled water, as well as increasing interest in carbonates and fruit juice.
Performance fuelled by rapid expansion of multinational retailers, but independents remain dominant
The expansion of large multinational retailers was one of the most important factors boosting the performance of soft drinks in Romania in 2006. Traditional and independent food stores remained the dominant channels in 2006, however, with a strong position in the majority of the cities and in rural area where large chains are absent. In these areas, independent food stores make the law and there are little chances that they would loose overall supremacy in the forecast period despite the excellent dynamics of supermarkets/hypermarkets in large urban areas.
EU accession expected to stimulate growth in coming years
Romania's accession to the EU in 2007, and the elimination of customs duty with EU countries, is expected to result in the rapid growth of imports of soft drinks, leasing to increased competition, particularly in the most dynamic areas of the market, such as bottled water. This is likely to place growing pressure on domestic players, although multinationals with established operations should remain strong, due to their ability to invest in advertising and distribution.
Table of contents
SOFT DRINKS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growing incomes sustain the good performance of soft drinks
Indisputable leadership retained by carbonates and bottled water
Functional drinks and RTD tea benefit from changing lifestyles
Coca-Cola remains leading manufacturer
Performance fuelled by rapid expansion of multinational retailers, but independents remain dominant
EU accession expected to stimulate growth in coming years
KEY TRENDS AND DEVELOPMENTS
Improving purchasing power directly impacted on market growth
Expansion of multinational retailers contributed to soft drinks performance
Strong competition, responsible for new launches and overall growth
EU accession to accelerate changes in lifestyle and consumption habits
MARKET INDICATORS
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006
Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2006
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2006
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011
Institutional Bottled Water Sales
Table 38 Sales of Bottled Water to Institutional Channel 2001-2006
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - ROMANIA
EUROPEAN DRINKS SA - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 European Drinks SA: Key Facts
Summary 3 European Drinks SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 European Drinks SA: Competitive Position 2006
ROMAQUA GROUP SA - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Romaqua Group SA: Key Facts
Summary 6 Romaqua Group SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Romaqua Group SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Romaqua Group SA: Competitive Position 2006
CARBONATES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006
Table 40 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006
Table 41 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006
Table 42 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006
Table 43 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006
Table 44 Off-trade Sales of Carbonates by Subsector: Value 2001-2006
Table 45 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006
Table 46 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006
Table 47 Low Calorie Carbonates by Subsector
Table 48 Company Shares of Carbonates by Off-trade Volume 2002-2006
Table 49 Brand Shares of Carbonates by Off-trade Volume 2003-2006
Table 50 Company Shares of Carbonates by Off-trade Value 2002-2006
Table 51 Brand Shares of Carbonates by Off-trade Value 2003-2006
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011
FRUIT/VEGETABLE JUICE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006
Table 60 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2006
Table 61 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2006
Table 62 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2006
Table 63 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): %Volume Breakdown 2003-2006
Table 64 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011
BOTTLED WATER IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2001-2006
Table 74 Off-trade Sales of Bottled Water: Value 2001-2006
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2001-2006
Table 77 Company Shares of Bottled Water by Off-trade Volume 2002-2006
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2003-2006
Table 79 Company Shares of Bottled Water by Off-trade Value 2002-2006
Table 80 Brand Shares of Bottled Water by Off-trade Value 2003-2006
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2006-2011
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011
FUNCTIONAL DRINKS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006
Table 86 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006
Table 89 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2006
Table 90 Company Shares of Functional Drinks by Off-trade Volume 2002-2006
Table 91 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006
Table 92 Company Shares of Functional Drinks by Off-trade Value 2002-2006
Table 93 Brand Shares of Functional Drinks by Off-trade Value 2003-2006
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011
CONCENTRATES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2001-2006
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006
Table 102 Company Shares of Concentrates by Off-trade Value 2002-2006
Table 103 Brand Shares of Concentrates by Off-trade Value 2003-2006
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011
RTD TEA IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006
Table 109 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006
Table 110 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006
Table 111 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006
Table 112 Flavours/types of RTD Tea % Off-trade Volume 2005-2006
Table 113 Company Shares of RTD Tea by Off-trade Volume 2002-2006
Table 114 Brand Shares of RTD Tea by Off-trade Volume 2003-2006
Table 115 Company Shares of RTD Tea by Off-trade Value 2002-2006
Table 116 Brand Shares of RTD Tea by Off-trade Value 2003-2006
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011
RTD COFFEE IN ROMANIA
HEADLINES
TRENDS