Country Report

Butter and Margarine in

Butter and Margarine in Romania

Nov 2017

US$990

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Executive Summary

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TRENDS

The performance of butter and margarine in 2017 can be seen as the result of the improvement of purchasing power, followed by a change in consumption from margarine to butter. In fact, margarine and butter each have different elasticity of demand and can be considered as complementary products although they meet the same demand for consumption and cooking. The higher available incomes were found in a higher growth rate for value compared to volume in 2017.

COMPETITIVE LANDSCAPE

Unilever South Central Europe SRL is the leading player in 2017 with a 30% value share. Its top-ranking position is the result of its domination of the larger category, margarine and spreads, with the brands Delma and Rama. Distribution and advertising make a significant contribution to its top ranking. It is followed in 2017 by Orkla Foods Romania SA, with a 19% retail value share, and Albalact SA with an 11% retail value share. Albalact SA is also the best-positioned player in butter which it leads with a 22% retail value share in 2017.

PROSPECTS

The forecast period retail value CAGR of 3% at constant 2017 prices is expected to be below the 5% CAGR of the review period. The review period witnessed a significant economic advance and the recovery of incomes after the government decisions for the increases of wages for public employees and of the minimum wage in the economy. Consequently, there was a switch from cheaper margarine to more expensive butter which led to the 5% CAGR at constant 2017 prices during the review period. Meanwhile, the forecast period is expected to see a continuation of economic growth but also stability in consumption of butter and margarine as no important changes are expected in consumption habits regarding these products.

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine 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.

If you're in the Butter and Margarine industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine 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
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Butter and Margarine in Romania?
What are the major brands in Romania?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

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

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Butter and Margarine in Romania

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Overview

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Overview

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