Executive Summary

Jul 2019
PROSPECTS
Growth for beer in Romania

Quantitatively, beer is the most consumed alcoholic drink in Romania. In 2018, Romanians purchased more beer than in 2017, with factors such as the good weather and the Football World Cup positively influencing sales.

The soaring popularity of craft beer

As premiumisation is also affecting the beer category, consumers have been quick to embrace craft products. Romanian consumers have become more open-minded and willing to try new products.

Romanians embrace new types of beer

Even though various types of beer are now available in Romania, standard lager still accounted for almost all volume sales in 2018. These products are widely found, affordable, and numerous brands are available.

COMPETITIVE LANDSCAPE
Timisoreana remains the top beer brand

Even though there are hundreds of beer makers in Romania, the vast majority of sales of beer are concentrated in the hands of three companies, all of which are foreign-owned (which also produce domestic brands locally). Ursus Breweries consolidated its lead in 2018, due to the strong popularity of its brands (Timisoreana, Ursus, Grolsch, Peroni Nastro Azzurro, Pilsner Urquell, Ciucas, Stejar, Azuga) and extensive presence through both on-trade and off-trade channels.

Zaganu leads craft beer

Even though there are increasing numbers of craft beer brands in Romania, Zaganu remains the most popular. Launched in 2013, Zaganu is one of the most famous craft beer brands in Romania.

Rising profits and improved efficiency for brand owners

Most manufacturers are focusing on becoming more efficient. Indeed, in both 2017 and 2018, Romanian beer makers registered increases in their profit margins and employee productivity.

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Beer in Romania

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Overview

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

The Beer 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 volume 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 Beer in Romania?
  • What are the major brands in Romania?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

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.

Beer in Romania - Category analysis

HEADLINES

PROSPECTS

Growth for beer in Romania
The soaring popularity of craft beer
Romanians embrace new types of beer

COMPETITIVE LANDSCAPE

Timisoreana remains the top beer brand
Zaganu leads craft beer
Rising profits and improved efficiency for brand owners

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2018
Table 1 Number of Breweries 2013-2018

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018
Table 3 Sales of Beer by Category: Total Value 2013-2018
Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Romania - Industry Overview

EXECUTIVE SUMMARY

Another year of growth for alcoholic drinks
More modern consumers
Tough competition in alcoholic drinks in Romania
Modern retail is prevalent in Romania
Branding is key for future success

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources