The positive growth registered in sales of concentrates in 2021 can be attributed mainly to the adverse and uncertain economic situation which remained in effect in the country throughout the year. This was the direct result of the COVID-19 pandemic, which interrupted commercial activity in key sectors of the Romanian economy during 2020, putting severe pressure on consumer purchasing power and suppressing household spending among a significant proportion of the population, with discretionary spending dipping significantly as a result.
One of the more interesting trends to emerge in concentrates towards the end of the year was that many local brands and locally manufactured products recorded better performances than the leading international brands and imported products. This trend is tied to the increasing consumer interest in local products and brands in general, especially those which are seen as authentic and with an interesting story to tell.
Sales of concentrates via e-commerce continued to increase over the course of 2021, with the COVID-19 pandemic having pushed many consumers towards e-commerce as a way of avoiding coming into contact with the COVID-19 virus. Furthermore, the increasingly wide range of concentrates that are available via the e-commerce websites of Romania’s leading chained grocery retailers has made it easier than ever before for consumers to find these products online.
During the forecast period, sales growth in concentrates is expected to be somewhat suppressed due to the increasing preference for other types of soft drinks among huge numbers of consumers. While concentrates is a category that has traditionally been able to rely on its reputation for excellent value for money as a way of ensuring consistent demand, many years of economic development, rising income levels and an increasingly sophisticated consumer base all mean that the value-for-money positioning of concentrates is no longer as much of an asset as it once was as the category is increasingly exposed to strong competition from other soft drinks categories.
The forecast period is expected to see liquid concentrates register a stronger performance than powder concentrates and this can be seen as the result of the increasingly sophisticated tastes of Romanian consumers. With expectations with regards to quality having risen in recent years, many of the leading brands in powder concentrates have struggled to keep up with changing consumer tastes, while liquid concentrates has benefited from its more premium image and the reputation that these products have for offering better taste than powder concentrates.
At the end of the review period, private label accounting for a significant proportion of sales of liquid concentrates, with the value for money offered by the private label lines of Romania’s leading chained grocery retailers a major draw card for less affluent consumers. With the adverse economic impact of the COVID-19 pandemic expected to continue influencing sales of soft drinks for much of the forecast period, the major chained grocery retailers that offer private label liquid concentrates are expected to consolidate their already strong positions in the category.
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This is the aggregation of liquid concentrates and powder concentrates.See All of Our Definitions
This report originates from Passport, our Concentrates research and analysis database.
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