Country Report

Baby Food in Romania

Jan 2013 | Pages: 61

Price: US$900

About this Report

Executive Summary

TRENDS

The value growth registered by baby food in 2012 is mainly the consequence of lifestyle changes which happened mainly during the booming period 2006-2008 and continued to show results afterwards despite the significant decrease of the purchasing power across large segments of the population. As a consequence, Romanians are more and more concerned about their babies’ health and have become more open to accepting packaged baby food. The positive growth of baby food is also the result of fewer government grants for milk formula due to the need for reducing budgetary expenditure. In this situation, retail sales increased to compensate for the reduction of free baby milk in the public health assistance programme.

COMPETITIVE LANDSCAPE

Milupa and Nestlé Romania are by far the main players in baby food in 2012, as they were throughout the review period. Foreign companies also account for the bulk of sales whilst Nestlé’s Nan is the leading brand due to its recognition across milk formula and good positioning on retailers’ shelves. Availability of Milupa brands and their presence in the social welfare programmes with subsidised milk have created recognition and the habit of using them, which has helped the company gain its top position.

PROSPECTS

The main factor behind the forecast growth of baby food will be the eventual economic recovery from the financial crisis, which will continue to affect Romania in the first years of the forecast period. Changes in lifestyle and consumer education will lead to a change in consumer preferences towards increasing acceptance of convenient baby food. However, value growth rates will not be significant as the social welfare programme will continue to be in force.

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Sample Baby Food Market Research Report

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby Food industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby Food industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby Food in Romania market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Baby Food in Romania?
What are the major brands in Romania?
How are latest breastfeeding rates impacting retail performance?
Are government initiatives to promote breastfeeding constraining market performance?
What are market opportunities for higher priced functional, organic and ethically sourced baby food?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.