Bottled Water in Romania

PROSPECTS

Still bottled water continues to grow faster than carbonated

Bottled water continued to see strong growth in both off-trade volume and current value terms in 2019. However, consumer behaviour changed in the last decade, with still bottled water first overtaking the off-trade volume sales of carbonated bottled water in 2012, and since then, growing at a much faster pace.

Private label and functional water make their presence felt

Private label has overcome the stereotype of offering cheap low-quality products, especially in bottled water. This can be seen in its growing volume and value shares, with a significant impact in both still and carbonated purified bottled water.

Soft drivers boost volume sales

The expansion of modern retailers has increased the availability of bottled water in both urban and rural areas. Media advertisements concerning the recommended amount of water to be consumed daily, as well as information about water coming from wells and via old infrastructure being unsafe, helped raise consumer awareness of bottled water.

COMPETITIVE LANDSCAPE

Romaqua Group remains very strong in carbonated bottled water

Soft drinks in Romania tends to be dominated by major international players, which secured their positions in the post-communism period along with the liberalisation of imports. However, bottled water does not follow this rule, as it is dominated by local companies.

Carpathian Springs sets new trends in bottled water

Carpathian Springs was second in bottled water in off-trade value terms in 2019. It is the national brand owner of Aqua Carpatica, which is a relatively new name in bottled water.

Coca-Cola HBC Romania’s distribution contracts boost sales

Coca-Cola HBC Romania is present in both carbonated and still bottled water with the brands Dorna, White Spring and Poiana Negri, covering both the standard and economy price segments. Being an industrial producer with well-established distribution and storage gives the company an important advantage for a product as indispensable as bottled water, enabling it to meet the strong consumer demand.

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