Country Report

Baby Food in Romania

Nov 2013

Price: US$900

About this Report

Executive Summary

TRENDS

Baby food remains a relatively small category in Romania and the growth is mainly the result of the changes in consumption habits, with parents becoming more concerned about the health of their children and more conscious about the benefits of packaged baby food. The small size of the category would have been expected to sustain a more solid growth, but the government policy to provide milk formula for free to babies who need complementary feeding to breastfeeding represents a help for families with low income but at the same time disrupts the growth potential of packaged baby food. However, the economic problems of the country have led to delays in providing the free milk formula, which conduces to single-digit value growth as retail sales have succeeded in compensating to a certain extent for the problems in supplying the free milk formula through the public health assistance.

COMPETITIVE LANDSCAPE

Milupa SRL is expected to be the leading company in 2013, a result of its recognition and the habit to use it since the period when it was an active presence in the social welfare programmes. The fact that it is owned by Danone, which has a strong position in Romania amongst multinationals, also led it to the top position. Its brand Milumil and Nestlé’s Nan lead brands head to head. Nan benefits from its recognition across all milk formula, strong availability and medical recommendation.

PROSPECTS

Baby food is expected to show a continuous growth over the forecast period but only at a constant value CAGR of 5%, a result of the expected economic recovery remaining under potential until 2015, which will not allow a rapid improvement of the purchasing power. As a consequence, the typical lifestyle will remain unchanged, with large cities and higher-income families accounting for the majority of sales. Meanwhile, the social welfare programme will continue to remain in force over the forecast period, thus affecting the dynamics of retail sales of standard and follow-on milk formulas. On the other hand, dried baby food and prepared baby food are expected to replace the traditional food made with fresh ingredients due to convenient usage in busy urban families.

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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.