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The most important driver of growth of baby food in 2019 was the increase in average incomes due to the continuing strong performance of the economy and the intervention of the government to increase the salaries of public employees and the minimum wage. Consequently, demand for baby food increased as a replacement for home-prepared baby food, while milk formula benefited from strong distribution across all channels, as well as the trend to use growing-up milk formula according to age instead of going directly on to fresh cow’s milk.
Breastfeeding strongly promoted but living conditions pose challenge for many
A public health programme has been in place in Romania for many years which offers free milk formula for babies under one year old where there is a need to supplement breastfeeding. However, breastfeeding again witnessed an increased number of supporters in 2019 among paediatricians and family doctors, who strongly recommended it as suitable for healthy feeding of babies.
Widening awareness and distribution support growth for powder special baby milk formula
Powder special baby milk formula recorded the strongest retail value growth in 2019 from a low base. It is not included in the social programme of free formula for babies under one year old, which creates strong growth potential.
Nestlé benefits from established brand loyalty and launch of stand-up pouches
Nestlé Romania retained its strong lead in baby food in 2019, ranking first in all the categories in which it was active. The company benefits from its early entry and distribution across modern grocery retailing and health and beauty specialist retailers.
Organic baby food the province of smaller players
Between them, the leading companies, Nestlé Romania and Nutricia Early Life Nutrition Romania, dominated baby food sales in 2019. However, neither offer organic products.
Marketing focuses on growing-up milk formula
Advertising of milk formula for babies under one year old was banned over the review period and is expected to remain so over the forecast period. No restrictions on advertising were in place for dried baby food, prepared baby food and growing-up milk formula.
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Discover the latest market trends and uncover sources of future market growth for the Baby food 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 Baby food industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby food 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 Baby food in Romania?
What are the major brands in Romania?
How are latest breastfeeding rates impacting retail performance?
Are government initiatives to promote breastfeeding constraining market performance?
What are market opportunities for higher priced functional, organic and ethically sourced baby food?
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Strong economic improvement drives sales of packaged food
Higher incomes drive the trend towards healthier packaged food
Artisanal products continue to lead packaged food
Modern grocery retailers expand across the country
Packaged food to grow steadily over the forecast period
Sales to Foodservice
Higher incomes translate to greater frequency of eating out Domestic players the main beneficiaries of sales to foodservice Strong demand for healthier packaged food through foodservice
Consumer foodservice heavily skewed towards the larger cities Independent players dominate foodservice at the outlet level Tourism an opportunity for foodservice
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2014-2019 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 5 Sales of Packaged Food by Category: Volume 2014-2019 Table 6 Sales of Packaged Food by Category: Value 2014-2019 Table 7 Sales of Packaged Food by Category: % Volume Growth 2014-2019 Table 8 Sales of Packaged Food by Category: % Value Growth 2014-2019 Table 9 GBO Company Shares of Packaged Food: % Value 2015-2019 Table 10 NBO Company Shares of Packaged Food: % Value 2015-2019 Table 11 LBN Brand Shares of Packaged Food: % Value 2016-2019 Table 12 Penetration of Private Label by Category: % Value 2014-2019 Table 13 Distribution of Packaged Food by Format: % Value 2014-2019 Table 14 Distribution of Packaged Food by Format and Category: % Value 2019 Table 15 Forecast Sales of Packaged Food by Category: Volume 2019-2024 Table 16 Forecast Sales of Packaged Food by Category: Value 2019-2024 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024
Summary 1 Research Sources
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.