During 2021, Romanian consumers continued to exhibit consumption habits that were developed during 2020, when the onset of the COVID-19 pandemic brought about major changes to the lifestyles of very many people. Among the most interesting soft drinks consumption trends to emerge from this situation were the increased demand for bottled water and this can be linked to various factors.
While the rising focus on health and wellness was positive for sales of bottled water overall in 2021, still natural mineral bottled water was a particularly strong performer during the year as consumers flocked to the category in search of the healthiest of all soft drinks options. Recent years have seen Romanian consumers become increasingly aware of the various health benefits that still natural mineral bottled water offers and this has enabled them to make more informed purchasing decisions.
Recent years have seen a distinct premiumisation trend emerge in bottled water in Romania as local consumers have become increasingly sophisticated in their tastes and more affluent, especially the urban professionals who account for a significant proportion of consumption of more sophisticated and expensive variants of bottled water. These more sophisticated and expensive options have become increasingly appealing as economic development and rising income levels have encouraged consumers to focus more on quality when choosing their bottled water, rather than basing their choices entirely on price.
During the forecast period, is expected that bottled water will become a more complex and nuanced category of soft drinks in Romania, with the evolution and development of the category likely to be in line with rising demand and the willingness of consumers to try new products. One of the categories of bottled water that is expected to benefit the most from the increasingly experimental attitudes of Romanian consumers is flavoured bottled water.
During 2021, the Romanian authorities made public their intentions to launch a state-owned mineral water brand, Aqua Dacica. The brand is slated for an official launch during 2022 and there are plans for a major marketing campaign that aims to position the brand as the default name in mineral water in Romania.
Following the strong recovery seen in sales of bottled water in the foodservice channel during 2021, the forecast period is expected to see further positive developments in on-trade consumption across all categories of bottled water. The main reason that a strong on-trade performances is expected in bottled water during the forecast period is the anticipated relaxing of social distancing regulations and the lifting of restrictions on the ability of foodservice establishments to operate at full capacity.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.See All of Our Definitions
This report originates from Passport, our Bottled Water research and analysis database.
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