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Learn moreAug 2019
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The review period witnessed impressive changes in Romanians’ spending power, with government policies such as VAT cuts, increases in minimum wages and growth of public sector salaries and pensions representing a boon for consumption. Indulgence products such as chocolate confectionery benefited from the consequent increasing interest in premium products.
Chocolate pouches and bags recorded the strongest retail value growth in 2019 and this is set to continue over the forecast period. The sharing trend benefited the category, supported by effective advertising campaigns by Ferrero Romania for its Kinder Schoko-Bons and by Mars Romania for its Snickers Bites, which recorded exceptional growth in 2019.
Seasonality in chocolate confectionery remains high, with sales peaking during winter and spring holidays, whilst falling during the summer. With strengthening spending power this has been a boon for boxed assortments and seasonal chocolate, traditionally positioned for gifting, while other occasions such as St Valentine’s Day, Mothers’ Day and Saints’ Day are also popular gifting occasions.
Mondelez Romania retained its lead in chocolate confectionery in 2019 with substantial innovation to its leading Milka brand, which capitalised on Romanian consumers’ willingness to try new products and variations. Milka is available with a wide range of innovative fillings, many of which are regarded as sophisticated options, including cookie pieces, crispy peanut caramel, bubbly caramel choco and jelly.
International players characterise chocolate confectionery, with Kandia Dulce and Heidi Chocolats Suisse the only remaining companies to produce in Romania. Heidi Chocolats Suisse is the most significant exporter, selling some 60% of its products abroad.
Roshen by Roshen One was again the most dynamic brand among the best sellers in 2019. The brand was exclusively distributed through independent small grocers upon its launch in 2017, which was a key part of its success as this is the leading channel in chocolate confectionery.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Chocolate confectionery 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.
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This industry report originates from Passport, our Packaged Food market research database.
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.