Carbonates in Romania

PROSPECTS

Healthy living trend negatively impacts on carbonates

One of the biggest challenges carbonates has to face is the increasing concerns among consumers about healthy living. The impact of this trend can be seen in the significant decrease in the percentage growth rates of carbonates volumes, compared to significant increases in the percentage growth of bottled water.

Maturity a negative factor, promotions a volume growth driver

Carbonates has reached saturation, which can be seen in the slowing volume growth rates. On the other hand, promotions are helping to drive the modest volume growth that is being seen.

Positive impact of impulse and on-the-go purchases

Higher GDP levels per capita helped sustain purchases in all market areas, but especially in fmcg markets. In carbonates, the influence of higher incomes can be seen in the ability of consumers, especially in big cities, where on-the-go consumption continues to grow, to buy small packaging like 0.

COMPETITIVE LANDSCAPE

Coca-Cola HBC the clear leader

Coca-Cola HBC Romania SRL continues to be the clear leader in carbonates, both in volume and value terms. With a strong presence in all areas of carbonates in Romania, the company acquired its leading position by entering the market at the right moment, immediately after the fall of communism, when consumers were craving imported trendy products.

PepsiCo maintains second position

Quadrant-Amroq Beverages SA, the national representative company of PepsiCo Inc, maintained the second position in 2018. In addition to the high levels of availability of its products in both modern and traditional retailing outlets as well as the 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 SA a local company competing with the international players

European Drinks SA has a strategy focused on volume sales, operating in the economy segment. Its products are performing very well and have a strong presence in traditional retailing outlets.

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