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Country Report

Romania Flag Confectionery in Romania

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery continues to be considered an unnecessary and sophisticated product by the majority of the population. This is the main reason why in 2015 Romania is expected to register low consumption value of chocolate confectionery with only US$16 per capita. Multinational companies dominate the local market. In previous years, some of them closed or decreased the activity in their domestic production facilities. In this context, the consumption is covered by the remaining local manufacturers and through the continuously increasing imports.

COMPETITIVE LANDSCAPE

  • Mondelez and Kandia Dulce remain the leading Romanian chocolate confectionery players in 2015, with value shares of 27% and 22% expected respectively, almost unchanged from 2014. Both companies hold strong positions due to their recognisable brands, such as Milka and Poiana for the leader Mondelez and Rom and Kandia for the main follower Kandia Dulce. Their activity in the implementation of new products and strong investments in advertising work as a solid driver. Their offerings are varied and broadly available and are price positioned to reach different groups of consumers, which allows them to maintain strong market positions. Kandia Dulce also benefits from its long tradition in chocolate confectionery and its image as being one of the few remaining domestic producers, despite being owned by an international company.

PROSPECTS

  • The economic recovery is expected to become more and more visible in the growth value of the overall domestic consumption. This is predicted to be transferred also to chocolate confectionery, which is expected to see a positive development during the forecast period. A penetration of new consumer groups, an increase of consumption from the current customers and a migration to products higher positioned in price and quality as a result of the sophistication of preferences can be foreseen.

Gum

TRENDS

  • Gum sees high penetration in urban areas and it can be considered the best impulse category example. With high availability, being placed right next to the checkout in all types of outlets, even in non-food formats, gum is expected to record an increase in value terms in 2015. The category’s dynamics is based on Wrigley’s performance, which dominates the sales with its product offering. The overall economic recovery, the gross minimum wage increase by almost 17% in 2015 (from RON900 in 2014 to RON975 starting 1 January 2015 and RON1,050 starting 1 July 2015) with effect on the overall average incomes and the VAT reduction also contribute to this progress.

COMPETITIVE LANDSCAPE

  • Wrigley remains the undisputed leader in gum with a 95% value share in 2015, meaning a one-percentage-point increase compared to 2014. Its portfolio consists of five differently positioned brands. Orbit gum is aimed at those who pay attention to oral hygiene. Winterfresh targets consumers looking for effective refreshment in the form of a strong mint. Airwaves is positioned as a gum with the strongest menthol taste, whilst Wrigley’s 5 is seen as a premium product. Hubba Bubba successfully aims at the bubble gum consumers. With a wide product portfolio, increased level of advertising, high penetration in all distribution channels and strong consolidating strategies, Wrigley’s brands have become synonymous with chewing gum in Romania.

PROSPECTS

  • The economic recovery which started in 2013 and 2014 with real yearly GDP growth rates around 3% is expected to consolidate. Average income is predicted to grow over the forecast period. With a reduced VAT value from 24% to 9% for all food products starting 1 June 2015, the new environment will favour the development of domestic consumption, with positive effect also on impulse products such as gum. Wrigley’s dominance will allow it to strengthen its favoured position in the retail checkout areas with future impact on the product development and sales progress.

Sugar Confectionery

TRENDS

  • Sugar confectionery in Romania is expected to record the lowest sales value in confectionery with a share of 11% in 2015. The main impact on the category is the reduction of the VAT from 24% to 9% for all food products starting 1 June 2015. Although the economic recovery has consolidated in Romania, with effects also on the disposable income and domestic consumption growth, sugar confectionery consumption remains amongst the lowest in the region with about €2 per capita. The category faces increased competition from substitute retail or home-made products.

COMPETITIVE LANDSCAPE

  • Kandia Dulce leads sales of sugar confectionery with 29% value share both in 2014 and in 2015, consolidating its position. Silvana is the main brand in the category, expected to account for 25% of the value. The leader’s strong points are the local production and recognised tradition, the well-known brands, an attractive portfolio, increased presence and visibility in all distribution channels and a good quality-price ratio. The main follower is Wrigley, which will account for 15% of the sales value in 2015, up from 14% in 2014.

PROSPECTS

  • Sugar confectionery will continue to have a narrow target in terms of consumer groups, the focus being mainly on children and less on adults. Due to this situation, although a positive development is foreseen, this will be limited to a CAGR of 2% at constant 2015 prices over the forecast period. Romania is expected to remain bottom ranked in terms of consumption in Eastern Europe with consumption value of only €3 per capita in 2020.

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Overview

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

The Confectionery 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 Confectionery in Romania?
  • What are the major brands in Romania?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Confectionery in Romania - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

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

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2010-2015
  • Table 14 Sales of Gum by Category: Value 2010-2015
  • Table 15 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 17 Sales of Gum by Flavour: Rankings 2010-2015
  • Table 18 NBO Company Shares of Gum: % Value 2011-2015
  • Table 19 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 20 Distribution of Gum by Format: % Value 2010-2015
  • Table 21 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 22 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Sugar Confectionery: Product Types
  • Table 25 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 26 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020

Confectionery in Romania - Company Profiles

Mega Image SRL in Packaged Food (Romania)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Mega Image SRL: Key Facts
  • Summary 3 Mega Image SRL: Operational Indicators

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 4 Mega Image SRL: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Mega Image SRL: Competitive Position 2014

Nestlé Romania SRL in Packaged Food (Romania)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Nestlé Romania SRL: Key Facts
  • Summary 7 Nestlé Romania SRL: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 8 Nestlé Romania SRL: Competitive Position 2015

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 37 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 41 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 42 Sales of Packaged Food by Category: Value 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 44 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 45 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 47 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 48 Penetration of Private Label by Category: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 50 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 51 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 54 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 9 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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 Flavour
  • 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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