Executive Summary

Apr 2019
PROSPECTS
Reduced sugar beverages, the most active category in better for you beverage

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.

BFY reduced caffeine products benefits from medical advice

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.

Population wealth and expansion of modern retailing sustain category development

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.

COMPETITIVE LANDSCAPE
Coca-Cola and Pepsi maintain category lead

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.

Tchibo, Doncafé and Jacobs hold the top positions in BFY reduced caffeine coffee

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.

Private label gaining visibility

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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Better For You Beverages in Romania

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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.

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.

The Better For You Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Better For You Beverages in Romania - Category analysis

HEADLINES

PROSPECTS

Reduced sugar beverages, the most active category in better for you beverage
BFY reduced caffeine products benefits from medical advice
Population wealth and expansion of modern retailing sustain category development

COMPETITIVE LANDSCAPE

Coca-Cola and Pepsi maintain category lead
Tchibo, Doncafé and Jacobs hold the top positions in BFY reduced caffeine coffee
Private label gaining visibility

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Romania - Industry Overview

EXECUTIVE SUMMARY

Healthy beverages represent another manifestation of the premiumisation trend
Favourable economic environment sustains the value growth of healthy beverages
Growing competition between foreign and local players
More space on retailers’ shelves
Favourable future for healthy beverages

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources