Carbonates in Romania

2020 IMPACT

Carbonates faces challenges from ongoing health and wellness trends, which are being enhanced by COVID-19

Carbonates is facing challenges in Romania in 2020. There has been a growing focus on health and wellbeing trends in the country and this has now been enhanced by COVID-19, with people paying more attention to the food and drink they consume and a focus on healthier options.

Trend for speciality and craft beverages drives innovation in flavours in carbonates

There is a general trend towards authentic and local products in Romania and, more specifically, craft beverages. This is being reflected with the launch of certain carbonated products in the country, which are tailored to offer traditional tastes to Romanian consumers.

Coca-Cola maintains unchallenged lead, while private label players continue to see strong growth

Coca-Cola HBC Romania SRL maintains its strong lead in carbonates in 2020, thanks to its iconic global status. Having a strong presence in all categories within carbonates in Romania, the company acquired its leading position by entering Romania at the right time, immediately after the fall of communism 30 years ago, when consumers were craving imported trendy products.

RECOVERY AND OPPORTUNITIES

Health and wellness trends, plus higher excise on high-sugar drinks, set to drive innovation in sugar-free variants

Ongoing health and wellness trends dictate that no/low sugar carbonates with perform better than regular carbonates over the forecast period. Sugar is regarded as both a threat to consumer health (particularly in the time of COVID-19) and a threat to good weight management.

Carbonates to face continuing challenges from health and wellness trends over the forecast period

Despite the style of innovations mentioned above, carbonates will continue to face challenges from health and wellness trends over the forecast period. Even sugar-free carbonates and/or those with natural flavourings are still seen as unhealthy, particularly if they contain artificial sweeteners such as aspartame, which has received a lot of negative publicity about harmful effects on the body.

E-commerce set to be an increasingly popular channel for sales of carbonates

In terms of distribution, e-commerce will become an increasingly popular channel for the sales of carbonates, and this could help boost sales a little. As consumers increasingly shop online, a trend which has been enhanced by the time of COVID-19, they are more likely to buy multi-packs or larger economy bottles of carbonates due to convenience factors while they are completing their grocery shopping.