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: 149 | Publication date: Apr 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Excellent dynamics driven by higher available incomes
The growth rates in 2008 in both volume and value terms were the result of improving purchasing power and rising disposable incomes in Romania, which contributed to diminished seasonality of consumption. New launches and heavy advertising campaigns contributed also to increase the demand already driven by longer hot periods across the whole year.
Improved offers aim to meet lifestyle changes
The dynamics of soft drinks in Romania was sustained by higher incomes, which in turn produced radical changes in lifestyle and consumption habits. The Romanian lifestyle is increasingly characterised by concepts such as health and wellbeing, diet, energy and physical activities, all of which are satisfied by quality and more sophisticated soft drinks. In order to satisfy more exigent consumers and take advantage of the reduction in consumption seasonality, manufacturers are endeavouring to meet the new lifestyle and purchasing habits with new offers and expanded distribution.
Coca-Cola HBC Romania retained leadership
Coca-Cola HBC Romania SRL maintained its leading position in 2008. However, in the same year the multinational registered a slight value share loss due to the efforts made by domestic producers of bottled water, which proved innovative in terms of communication and invested heavily in advertising. Most of the strong domestic manufactures retained good positions in soft drinks as a consequence of their intense activity in bottled water, the increasing interest in carbonates and the fast expansion in the smaller sectors across soft drinks as a whole. Quadrant-Amroq Beverages SA (PepsiCo brands), Romaqua Group and European Drinks were the main competitors for Coca-Cola HBC Romania. The top four leading manufacturers accounted together for over two-thirds of total soft drinks sales in 2008.
Distribution marked by the strong expansion of multinational retailers
The expansion of large multinational retailers was one of the most important factors behind the dynamic performance of soft drinks in 2008. Nevertheless, traditional small grocery retailers remained the dominant distribution channel, thanks to strong penetration in the majority of cities, as well as in rural areas where large chains are absent. In these areas, small grocery retailers are unlikely to lose their overall supremacy during the forecast period, despite the excellent growth of supermarkets/hypermarkets in large urban areas.
Improved purchasing power contributes to intensified competition
The improved purchasing power as well as the increasing demand for premium, more sophisticated soft drinks, is expected to lead to a more intense competition between multinationals and domestic producers, all prepared to meet the increasing demand for healthy products. The expansion of sugar-free lines and the elimination of preservatives and colourants will, in the view of the main producers, satisfy more conscious consumers. In fact, the battle will be carried on in new launches, with healthy attributes. The strong position of multinationals and domestic producers, which control advertising and distribution, will not leave too much room for imports, which have more prominent presence in the small functional drinks and RTD coffee, but also in fruit juice.
Table of contents
SOFT DRINKS IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent dynamics driven by higher available incomes
Improved offers aim to meet lifestyle changes
Coca-Cola HBC Romania retained leadership
Distribution marked by the strong expansion of multinational retailers
Improved purchasing power contributes to intensified competition
KEY TRENDS AND DEVELOPMENTS
Improving purchasing power backs excellent performance
Soft drinks performance is sustained by expansion of large retailers
Increasing demand for healthy soft drinks
Dynamics under the impact of Romania’s EU membership
Competition stands behind soft drinks performance
Rural areas hold strong growth potential
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2007-2008
Table 20 Penetration of Private Label by Sector by Value 2007-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
FOUNTAIN SALES - ROMANIA
Trends
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
BIBORTENI SA - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Biborteni SA: Key Facts
Summary 3 Biborteni SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Biborteni SA: Competitive Position 2008
EUROPEAN DRINKS SA - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 European Drinks SA: Key Facts
Summary 6 European Drinks SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 European Drinks SA: Competitive Position 2008
LA FANTANA SRL - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 La Fantana SRL: Key Facts
Summary 9 La Fantana SRL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 La Fantana SRL: Competitive Position 2008
ROMAQUA GROUP SA - SOFT DRINKS - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Romaqua Group SA: Key Facts
Summary 12 Romaqua Group SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Romaqua Group SA: Competitive Position 2008
CARBONATES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 44 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 48 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 49 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 50 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 51 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
Table 56 Low Calorie Carbonates by Subsector
FRUIT/VEGETABLE JUICE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 63 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 64 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2008
Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 66 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 75 Sales of Bottled Water to Institutional Channel 2004-2008
Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 77 Off-trade Sales of Bottled Water: Value 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 94 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
Table 100 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
CONCENTRATES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 101 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 107 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 116 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Off-trade Sales of RTD Coffee: Volume 2007-2008
Table 126 Off-trade Sales of RTD Coffee: Value 2007-2008
Table 127 Off-trade Sales of RTD Coffee: % Volume Growth 2007-2008
Table 128 Off-trade Sales of RTD Coffee: % Value Growth 2007-2008
Table 129 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013