Carbonates in Romania

PROSPECTS

Healthy living trend hampers growth in carbonates

Although carbonates continued to see off-trade volume and current value growth in 2019, the volume growth rate was slower than seen in earlier years of the review period. One of the biggest challenges faced by carbonates is the increasing desire to live healthy lives.

Maturity slows volume growth, but promotions drive sales

Carbonates is approaching saturation, which can be seen in the slower volume growth rate compared with earlier in the review period. However, promotions helped to drive the modest volume growth seen at the end of the review period.

Positive impact of impulse and on-the-go purchases

Higher levels of per capita GDP helped sustain purchases by Romanians at the end of the review period. Within carbonates, the influence of higher incomes could be seen in the ability of consumers to buy small packaging such as 0.

COMPETITIVE LANDSCAPE

Coca-Cola remains the clear leader thanks to wide availability

Coca-Cola HBC Romania remained the clear leader in carbonates in 2019 in both off-trade volume and value terms, and slightly increased its shares. With a strong presence in all categories within carbonates in Romania, the company acquired its leading position by entering the market at the right time, immediately after the fall of communism 30 years ago, when consumers were craving imported trendy products.

Quadrant-Amroq Beverages sees rising consumer awareness

Quadrant-Amroq Beverages, the national representative of PepsiCo, maintained second position in carbonates in 2019. In addition to the widespread availability of its products in both modern and traditional retail outlets, as well as on-trade, the company is increasing consumer awareness of its brands, especially with its partnership with the UEFA Champions League, with football being a very important sport for Romanians.

European Drinks is a local company competing with international players

European Drinks, in third place in carbonates in 2019, has a strategy focused on volume sales, as it operates in the economy segment. It has a strong presence in traditional retail outlets, which has led the company to achieve a place amongst the top three players.

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