Reduced sugar beverages is having the strongest impact on the development of BFY beverages. The growing consumption trend for these drinks is being influenced by the media and by industry players.
Coffee in Romania is a highly popular product as it is associated with socialising with Romanians often drinking coffee when out with friends. Given the potential harm an excess of caffeine can have on the body and the high rate of heart disease in the country, often the medical advice is to reduce consumption of caffeine.
Although the pursuit of healthy lifestyles is a global trend, it only impacts countries where the consumer base can afford it. As a result, economic factors have a significant impact on the development of better for you beverages.
While the cola category is reaching saturation, industry giants such as Coca-Cola HBC and Quadrant-Amroq Beverages, the top two players in the category, are concentrating their growth on sugar-free options in carbonates, probably this category’s last opportunity for growth. Strong promotions of reduced calorie drinks and reduced sugar options are helping consumers to slowly make the transition to sugar-free cola, which for the forecast period is expected to sustain the growth in volume sales of Coca-Cola and Pepsi carbonates.
When it comes to BFY reduced caffeine coffee, brand perception continues to drive sales. Tchibo, Doncafé and Jacobs are the leading brands and are perceived to be of high quality and available at a good price.
Thanks to expansion of modern retailing, especially in rural areas, private label products are gaining visibility and sales. Present in most categories of BFY beverages, private label is becoming increasingly visible in reduced caffeine and reduced sugar options.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in Romania with research from Euromonitor's team of in-country analysts.
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The Better For You Beverages in Romania market research report includes:
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This industry report originates from Passport, our Passport market research database.