The best performance in better for you beverages in Romania in 2021 was achieved by BFY reduced caffeine beverages, following the trend from the previous year. Reduced caffeine fresh coffee and decaffeinated instant standard coffee represent better for you beverages in hot drinks in the country.
The brands in BFY reduced caffeine hot drinks are extensions of the flagship brands which are the leaders in regular coffee, namely Tchibo, Jacobs, Doncafé and Nescafé. In all cases they are premium because the lower-priced standard and economy brands have no representation in better for you hot drinks.
The majority of sales of better for you beverages are still represented by BFY reduced sugar beverages, in the form of other low calorie cola from brands such as Coca-Cola Zero Sugar and Pepsi Max. BFY reduced sugar soft drinks still forms a small part of overall soft drinks in Romania but in 2021 sales were sustained.
Volume and value sales of better for you hot drinks are expected to evolve over the forecast period without a big impact from the possible decrease of disposable incomes or further restrictions determined by the pandemic. Reduced caffeine coffee remains small compared to total coffee sales in Romania, so its growth potential remains high, especially as the ageing population in the country naturally attracts a bigger incidence of heart and circulatory diseases and medical recommendations to reduce their consumption of caffeine.
Positive growth is forecast for BFY reduced caffeine coffee in Romania over the forecast period. The presence of the top coffee players in decaffeinated fresh ground coffee pods shows changes in consumption patterns that are expected over the forecast period.
Romanian consumers are likely to continue to avoid consuming excess sugar during the forecast period, and to do so by seeking out healthier alternatives to their favourite brands. As a result, BFY reduced sugar soft drinks is expected to take a greater share within overall soft drinks.
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Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Better For You Beverages research and analysis database.
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