The onset of the COVID-19 pandemic has made Romanians pay even more attention to the products that they consume, accelerating the existing health and wellness trend that has been developing in recent years. In 2020 consumers became more reluctant to buy products that could potentially have a negative impact on their health.
A greater share of sales of Better For You beverages was made through e-commerce channels in 2020. Consumers were reluctant to visit supermarkets and grocery stores in light of worries about the COVID-19 virus.
Better for You hot drinks comprises only reduced caffeine fresh coffee and decaffeinated instant coffee. These drinks have been increasingly perceived as healthier, especially by consumers suffering from heart and circulatory diseases, for whom they allow the pleasure of drinking coffee with no need to worry about their health.
Romanian consumers are sure to avoid consuming excess sugar to an even greater extent throughout the forecast period. It is likely that they will seek out healthier alternatives to their favourite brands.
Foodservice sales will return to growth from the start of the forecast period, as restrictions for cafés and restaurants are already being lifted. Going forward, on-trade outlets are expected to adapt their offering to cater to Romanian consumers’ changing demands, such as for healthier soft drinks.
Volume and current value sales of Better for You hot drinks are expected to grow, even as levels of disposable income among Romanian consumers decline due to the effects of the COVID-19 pandemic. Overall consumption volumes of these beverages remain low compared to their regular categories (coffee, energy drinks, etc.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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