Executive Summary

Nov 2018
PROSPECTS
Bread dictates the performance

Bread continued to dominate sales of baked goods in 2018. Being a traditional product, fuelled by the fact that Romania is a major producer of wheat, there is a high rate of consumption of bread per capita due to the wide perception of it as a staple part of a cheap meal across the country; however, volume sales of bread declined over the review period, as more products became available as substitutes for bread.

Higher incomes support greater sophistication

Bread accounts for the majority of sales of baked goods, which is why increased sophistication within the category was mainly the result of the activities of bread manufacturers in order to meet consumer demand for healthier and premium products. The increase in disposable incomes over the period 2016-2018 was an essential part of consumers looking to lead healthier lives and to change their consumption habits.

Dessert mixes is the best performer

The small category of dessert mixes posted the highest current value growth in 2018. Growth was supported by coming from a low base and by rapid penetration of high-income households, where a lack of time resulted in consumers looking for quick and convenient desserts.

COMPETITIVE LANDSCAPE
Vel Pitar leads a category dominated by domestic players

As bread clearly dominated sales of baked goods in 2018, domestic manufacturers of bread had a clear lead over international players; however, Vel Pitar, owned by the international investment fund Broadhurst Investment Ltd, was the leader of packaged bread in 2018 and over the review period. Its strong position was the result of a larger number of facilities across the country compared to its main competitors within bread, such as the purely domestic players of Boromir Ind and Dobrogea Grup.

Artisanal products hold supreme

Sales of artisanal baked goods far exceed those of packaged products. The level of fragmentation within artisanal baked goods was high in 2018, with the large majority of manufacturers being active at a local level and only a couple of nationwide producers showing a more active presence through modern retailing.

The role of modern retailers increases

Modern grocery retailers was the main channel in 2018 for sales of packaged products. These outlets benefited from the establishment of their own bakery workshops to sell fresh artisanal baked goods, offering increased sophistication with brown bread, wholegrain, rye, bran and products enriched with seeds.

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Baked Goods in Romania

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Overview

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

The Baked goods 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 Baked goods in Romania?
  • What are the major brands in Romania?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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.

Baked Goods in Romania - Category analysis

HEADLINES

PROSPECTS

Bread dictates the performance
Higher incomes support greater sophistication
Dessert mixes is the best performer

COMPETITIVE LANDSCAPE

Vel Pitar leads a category dominated by domestic players
Artisanal products hold supreme
The role of modern retailers increases

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 Sales of Pastries by Type: % Value 2013-2018
Table 6 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 7 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 8 Distribution of Baked Goods by Format: % Value 2013-2018
Table 9 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in Romania - Industry Overview

EXECUTIVE SUMMARY

Economic improvement drives sales of packaged food
Healthier food attracts consumer attention
Artisanal accounts for the majority of sales
Sales dynamics track the expansion of modern grocery retailers
Packaged food to grow over the forecast period

FOODSERVICE

Sales to Foodservice
Manufacturers pay increased attention to foodservice
Ready meals records the strongest growth
Baked goods remain the most popular
Consumer Foodservice
Consumer foodservice tracks the performance of the economy
Fragmentation remains high in consumer foodservice
Rural tourism drives demand for healthy food
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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