2021 saw the COVID-19 pandemic have a more moderate impact on sales of baby food in Romania, with volume growth slowing down slightly and value growth remaining in line with what was seen in the category during 2020. Milk formula remains the dominant category of baby food and high demand for these products is based on the category’s essential status, which in turn is due to there being no direct replacement for milk formula in any other category of baby food or any dairy category, with cow’s milk and standard follow-on formula not considered like-for-like replacements due to the highly specialised nature of milk formula generally.
One of the key factors to take into consideration when assessing sales of milk formula in Romania is the existence of national social welfare programme that provides milk formula free of charge to households with babies and infants aged under one year old who require milk formula for various health reasons. Access to free milk formula is provided by the Public Health System and covers all babies and infants who require supplementation or whose mothers are unable to breastfeed.
Ensuring wide availability of baby food, or more specifically milk formula, on the shelves of chemists/pharmacies and modern grocery retailers remains a key strategy for all major players in the category. Having easy access to a wide range of baby food continues to be highly valued by Romanian parents as it means that they can ensure that their babies and infants are receiving optimum nutrition, especially in cases where special baby milk formula is required to manage or prevent health problems that can occur in babies.
No major changes are expected to be seen in the sales performance of baby food in Romania during the forecast period. However, the increasing consumer interest in healthier types of baby food is likely to remain the most influential trend in the category, while food safety is also expected to become increasingly important.
The forecast period is expected to see milk formula continue to dominate sales of baby food in Romania. In particular, the high visibility of the category’s leading brands in various retail channels is set to continue supporting demand for these products.
Nestlé Romania SRL is expected to remain the strong leader in baby food at least until the end of 2022. The company has major advantages over its rivals, including its far longer presence in Romania than most other category players due to its early entry.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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