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Country Report

Romania Flag Confectionery in Romania

| Pages: 73

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery is sensitive to the reduction of incomes and is perceived by consumers as a sophisticated and unnecessary product. The effect was the strong volume decline over the review period as the crisis had a negative impact on the consumers’ purchasing power. However, 2013 has witnessed a slight recovery of the sales of chocolate confectionery, marginal in terms of volume but stronger in value terms, a result of the increasing confidence of Romanians in the future. In fact, the evolution of chocolate confectionery follows the perception of the population about the economic activity and the improvement of the living standards.

COMPETITIVE LANDSCAPE

  • The year 2013 can be considered as crucial in terms of leadership of chocolate confectionery. The acquisition of Heidi Chocolats SA by Kandia Dulce SA led to the creation of a new company, Kex Confectionery SA, responsible as GBO for the activity of both Kandia Dulce SA and Heidi Chocolats SA, which will continue their activity as independent NBOs. As a consequence, the new GBO leader in 2013 will be Kex Confectionery SA. However, when referring to the NBOs, Mondelez Romania SA is expected to retain the leading position in 2013. In fact it represents the continuation of Kraft Foods Romania SA, which changed the name into Mondelez Romania SA after the creation of Mondelez International Inc at the international level. Whilst Mondelez Romania will keep its position due to the performance of the flag brands Milka and Poiana, Kex Confectionery’s position as GBO is only the result of the consolidation of the shares of two main players in chocolate confectionery.

PROSPECTS

  • After a period when it registered significant decline, chocolate confectionery is expected to witness growth over the forecast period. The explanation stands in the low consumption per capita and the turn of Romanians to be more confident in the future, which will have a positive impact on consumption of chocolate confectionery, which is perceived as sophisticated. Premium chocolate confectionery will be less affected as high-income consumers will keep their consumption habits. Economy brands will be also in the view of consumers as the purchasing power is not expected to recover at the same rate as the overall economy.

Gum

TRENDS

  • The year 2013 will witness a stagnation of gum in volume terms but also a 7% growth in current value terms. Gum is one of the product categories with the strongest impulse character and the stagnation of volume is mainly the result of the decrease of the available incomes and the change of purchasing habits, with consumers becoming more careful with their expenses, directed more to immediate need products and less to impulse purchases.

COMPETITIVE LANDSCAPE

  • Wrigley Romania retained an indisputable leading position not only in 2012 and 2013 but also during the whole review period. In fact, gum can be considered as synonymous with Wrigley, which is the creator of gum demand in Romania. Its excellent distribution network allows its brands to reach the most distant localities. Wrigley Romania dominates sugar free gum with Orbit and Winterfresh, functional gum with Airwaves and bubble gum with Hubba Bubba and is making the attempt to gain recognition in sugarised gum with Big Red, available in larger 10-stick packs.

PROSPECTS

  • The expected positive volume growth of gum over the forecast period will be the continuation of the perception of gum as providing teeth health and its appeal as an impulse product. The forecast value CAGR is expected to grow slightly due to the impulse character of the most popular brands Orbit and Winterfresh. Private label is also estimated to be present, very timid at the beginning but showing good prospects for the future following the strong penetration of large multinational chains in the life of Romanians.

Sugar Confectionery

TRENDS

  • Volume is expected to witness 1% growth in 2013 whilst the current value approaches double-digit growth, a result of the severe drop of sales in both volume and value terms over the review period at a level which has allowed an upward trend more recently. The slower volume growth is the consequence of the fact that the most loyal consumers of more expensive sugar confectionery are young professionals in large cities, which are less affected by the effects of the crisis. Meanwhile, the rest of the population continues to appreciate the standard and economy brands. Meanwhile, the unit price growth and the rising impulse character conduce to the good value growth.

COMPETITIVE LANDSCAPE

  • Kandia Dulce with its brand Silvana has been the leader of sugar confectionery in 2012 and 2013, following the strong popularity and recognition at national level, an excellent distribution network and quality at affordable prices. Perfetti Van Melle ranks second due to the excellent distribution carried out by Elgeka-Ferfelis and the availability of the brands Chupa Chups, Mentos and Alpenliebe, benefiting from impulse sales. Wrigley Romania has lost some share due to the high price of its main brands Orbit, Juicy Fruit, Winterfresh and Solano, but ranks third amongst companies as a result of its brands’ impulse character and the company’s significant advertising campaigns.

PROSPECTS

  • The expected growth of sugar confectionery over the forecast period is the result of the changes in lifestyle and purchasing habits during the review period, with consumers being ready to revive their appetite for premium products after the crisis period. However, demand for premium products has remained unchanged only for high-income consumers, though medium-income consumers are attempting to switch to them. The urban professionals are the heaviest consumers of premium brands and their incomes are expected to be high compared to the majority of the population, although the average purchasing power will remain low.

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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 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 18 NBO Company Shares of Gum: % Value 2009-2013
  • Table 19 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 20 Distribution of Gum by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Sugar Confectionery: Product Types

Packaged Food in Romania - Industry Context

EXECUTIVE SUMMARY

Packaged food sees single-digit retail value sales growth in 2013

Lower disposable income levels negatively impact demand

Packaged food in Romania remains highly fragmented in 2013

Modern grocery retailers dominate distribution

Limited retail value sales growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Expansion of modern retailing leads to changing consumption habits

Rural areas offer unexploited potential for sales growth

Economic development shapes packaged food in Romania

Brand differentiation through advertising maintains loyalty

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • 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 Free Gum
          • Sugarised 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
  • Pricing
  • Analysis by Flavour
  • Analysis by Type

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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