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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Romania

68 pages, Jun 2018

US$2,100

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Executive Summary

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The favourable economic climate leads to value growth for alcoholic drinks

Romania is going in the opposite direction to overall Eastern Europe in terms of alcoholic drinks development, seeing a rising trend in total volume terms in 2017. The main factor contributing to growth was the favourable economic background, sustained by the continuous increase in consumers’ disposable incomes and the reduction of VAT from 20% to 19% in 2017.

Authenticity and premiumisation are drivers of sales

The major trend impacting the Romanian market, and implicitly alcoholic drinks, is premiumisation. The stable economic environment increased consumers’ awareness of what they were purchasing.

No guarantee of leadership – even well-established companies can go bankrupt

The story of Murfatlar, the leading player in still light grape wine for several years, is a good example that there are no guarantees – even leading companies can go bankrupt. In this case, it has led to new opportunities in the fragmented wine category.

Modern retail expansion favours sales growth

The majority of volume and value sales of alcoholic drinks in 2017 came from the off-trade channel. The share of independent small grocers has been declining, but still accounts for an important share of sales.

Sustained growth is expected for alcoholic drinks

After a drop in GDP in 2014, alcoholic drinks had managed to recover completely by 2017. In the context of a stable economic climate in the forecast period and the high availability of products due to the expansion of modern retailing, slow sustained growth is expected in alcoholic drinks in total volume terms.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Romania for free:

The Alcoholic Drinks 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 Alcoholic Drinks in Romania?
What are the major brands in Romania?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

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 Alcoholic Drinks market research database.

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Alcoholic Drinks in Romania

EXECUTIVE SUMMARY

The favourable economic climate leads to value growth for alcoholic drinks

Authenticity and premiumisation are drivers of sales

No guarantee of leadership – even well-established companies can go bankrupt

Modern retail expansion favours sales growth

Sustained growth is expected for alcoholic drinks

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Summary 2 Key New Product Developments 2017

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 13 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

SOURCES

Summary 3 Research Sources

Beer in Romania

HEADLINES

PROSPECTS

The maturity of beer is slowing its growth potential

Craft beer sees a growth trend

Favourable economic climate

COMPETITIVE LANDSCAPE

Ursus maintains the lead acquired in 2016

Heineken follows Ursus

Increasing competition due to new product developments

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017
Table 18 Number of Breweries 2012-2017

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2012-2017
Table 20 Sales of Beer by Category: Total Value 2012-2017
Table 21 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 27 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 29 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 30 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Romania

HEADLINES

PROSPECTS

Cider/perry continues to grow

The struggle between industrial and craft products

Trends impacting cider/perry

COMPETITIVE LANDSCAPE

Heineken continues to dominate cider/perry

Ursus Breweries is third in cider/perry

Craft cider is growing slowly

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2012-2017
Table 35 Sales of Cider/Perry: Total Value 2012-2017
Table 36 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 37 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 45 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 46 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Romania

HEADLINES

PROSPECTS

Factors driving the strong decline

Wine- and spirit-based RTDs suffer from the development of wine and spirits

Consumer behaviour hampers development

COMPETITIVE LANDSCAPE

Brand association does not always work

High-strength premixes continues to see growth

CATEGORY DATA

Table 49 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 56 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 57 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 59 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 63 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Romania

HEADLINES

PROSPECTS

Lower excise taxes sustain the recovery of spirits

Trends impacting the development of spirits

The black market is the main obstacle to growth

COMPETITIVE LANDSCAPE

Whiskies becomes a more popular category

Vodka is popular in Romania

National spirits

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2017

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2012-2017
Table 65 Sales of Spirits by Category: Total Value 2012-2017
Table 66 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 67 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 75 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 78 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 80 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 81 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 82 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Romania

HEADLINES

PROSPECTS

Legal sales grow strongly

Drivers of the popularity of wine

The door is left open by Murfatlar’s bankruptcy

COMPETITIVE LANDSCAPE

Still light grape wine is dominated by four players

Private label gains ground in sparkling wine

The changing preferences between red, white and rosé

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2012-2017
Table 86 Sales of Wine by Category: Total Value 2012-2017
Table 87 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 88 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 97 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 99 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 100 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 102 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 103 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 104 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 105 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 106 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 107 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 108 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 109 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 110 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 111 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 112 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Romania

New Report Guarantee

Executive Summary

New Report Guarantee

The favourable economic climate leads to value growth for alcoholic drinks

Authenticity and premiumisation are drivers of sales

No guarantee of leadership – even well-established companies can go bankrupt

Modern retail expansion favours sales growth

Sustained growth is expected for alcoholic drinks

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Romania

EXECUTIVE SUMMARY

The favourable economic climate leads to value growth for alcoholic drinks

Authenticity and premiumisation are drivers of sales

No guarantee of leadership – even well-established companies can go bankrupt

Modern retail expansion favours sales growth

Sustained growth is expected for alcoholic drinks

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

SOURCES

Beer in Romania

HEADLINES

PROSPECTS

The maturity of beer is slowing its growth potential

Craft beer sees a growth trend

Favourable economic climate

COMPETITIVE LANDSCAPE

Ursus maintains the lead acquired in 2016

Heineken follows Ursus

Increasing competition due to new product developments

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Romania

HEADLINES

PROSPECTS

Cider/perry continues to grow

The struggle between industrial and craft products

Trends impacting cider/perry

COMPETITIVE LANDSCAPE

Heineken continues to dominate cider/perry

Ursus Breweries is third in cider/perry

Craft cider is growing slowly

CATEGORY DATA

Rtds/High-Strength Premixes in Romania

HEADLINES

PROSPECTS

Factors driving the strong decline

Wine- and spirit-based RTDs suffer from the development of wine and spirits

Consumer behaviour hampers development

COMPETITIVE LANDSCAPE

Brand association does not always work

High-strength premixes continues to see growth

CATEGORY DATA

Spirits in Romania

HEADLINES

PROSPECTS

Lower excise taxes sustain the recovery of spirits

Trends impacting the development of spirits

The black market is the main obstacle to growth

COMPETITIVE LANDSCAPE

Whiskies becomes a more popular category

Vodka is popular in Romania

National spirits

CATEGORY BACKGROUND