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Country Report

Romania Flag Cheese in Romania

| Pages: 39

Price: US$990

About this Report

Executive Summary

TRENDS

  • The category development in 2015 is expected to take place under the effect of the VAT reduction from 24% to 9% for all food products, cheese included, starting 1 June 2015. Romania ranks amongst the bottom countries within Eastern Europe in terms of consumed cheese. With only 2 kilograms per person in 2015, the retail volume is expected to see an increase of 6% after consecutive years of decline. This is explained partially by an increase of purchases of the current consumers, but it is mostly due to the customers and companies’ migration from the informal to the formal market and the self-consumption of own production in rural areas. A continuous concentration of the competitive environment is taking place according to the Romanian Dairy Industry Association, with a decreasing number of local small producing companies each year. 183 factories were present in 2013, 130 in 2014 and below 100 at the end of 2015.

COMPETITIVE LANDSCAPE

  • The same as over the whole review period, Hochland continues to lead cheese with a value share of 22% in 2015, at a comfortable distance from its competitors. Its strong points are the focus on cheese with strong brands such as Hochland and Almette, and the continuous advertising campaigns. The increased product availability with national coverage in all formats of grocery outlets and the strategy based on continuous product innovation have confirmed and consolidated the leader’s position. The company has a portfolio to cover all categories of cheese, with a dominant position in processed cheese, a leading rank in packaged hard cheese and a very competitive second place in soft cheese. Delaco is the main follower in cheese with a value share of 12% in 2015.

PROSPECTS

  • With only €15 per capita spent in 2015, less than half of the Eastern European average of €35, the category has a huge potential for future development in the medium and long term. Also important to be considered is that 44% of the total Romanian households in 2015 are in rural areas, where a high level of self-consumption is present and a low development of retail outlets. The growing consumption – as a result of the improving standard of living, the increasing incomes and the expected general VAT quota decrease from 24% to 20% in 2016 and 19% in 2017 – is foreseen to be visible also in the progress of cheese. A stronger formal economy will create also a more accurate picture of the category.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cheese 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 Cheese industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cheese 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 Cheese in Romania?
  • What are the major brands in Romania?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
  • Are consumers moving from unpackaged to packaged cheese?

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.

Table of Contents

Cheese in Romania - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Cheese by Category: Volume 2010-2015
  • Table 2 Sales of Cheese by Category: Value 2010-2015
  • Table 3 Sales of Cheese by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Cheese by Category: % Value Growth 2010-2015
  • Table 5 Sales of Spreadable Processed Cheese by Type: % Value Breakdown 2010-2015
  • Table 6 Sales of Unprocessed Cheese by Type: % Value Breakdown 2010-2015
  • Table 7 NBO Company Shares of Cheese: % Value 2011-2015
  • Table 8 LBN Brand Shares of Cheese: % Value 2012-2015
  • Table 9 Distribution of Cheese by Format: % Value 2010-2015
  • Table 10 Forecast Sales of Cheese by Category: Volume 2015-2020
  • Table 11 Forecast Sales of Cheese by Category: Value 2015-2020
  • Table 12 Forecast Sales of Cheese by Category: % Volume Growth 2015-2020
  • Table 13 Forecast Sales of Cheese by Category: % Value Growth 2015-2020

Cheese in Romania - Company Profiles

Albalact SA in Packaged Food (Romania)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Albalact SA: Key Facts
  • Summary 2 Albalact SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Albalact SA: Competitive Position 2015

Macromex SRL in Packaged Food (Romania)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Macromex SRL: Key Facts
  • Summary 5 Macromex SRL: Operational Indicators

COMPETITIVE POSITIONING

Mega Image SRL in Packaged Food (Romania)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Mega Image SRL: Key Facts
  • Summary 7 Mega Image SRL: Operational Indicators

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 8 Mega Image SRL: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Mega Image SRL: Competitive Position 2014

Packaged Food in Romania - Industry Context

EXECUTIVE SUMMARY

Sales of packaged food record growth in 2015

Reduction of VAT stimulates consumption

Artisanal accounts for the biggest sales in 2015

Modern grocery retailers control sales

Forecast performance remains impacted by low purchasing power

KEY TRENDS AND DEVELOPMENTS

The fiscal relaxation in 2015 positively affects sales of packaged food

Low available incomes affect sales

Contribution of the rural area to sales of packaged food retains potential

Expansion of modern retailers supports sales of packaged food

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

  • Table 14 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 18 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 19 Sales of Packaged Food by Category: Value 2010-2015
  • Table 20 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 21 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 22 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 23 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 24 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 25 Penetration of Private Label by Category: % Value 2010-2015
  • Table 26 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 27 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 28 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 29 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Cheese
    • Processed Cheese
      • Spreadable Processed Cheese
      • Other Processed Cheese
    • Unprocessed Cheese
      • Hard Cheese
        • Packaged Hard Cheese
        • Unpackaged Hard Cheese
      • Soft Cheese

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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