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Drinking milk products in
Romania

Country Report

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Executive Summary

Aug 2018
PROSPECTS
Increasing incomes drive changing lifestyles

The growth of drinking milk products in 2018 was mainly the result of improving incomes, which led to a switch from artisanal fresh milk from different sources to packaged products in retail, the result of expansion by modern retailers and proximity convenience. Unpackaged milk from small farms continued to retain the perception that it is natural and healthy.

Goat milk attracts consumer interest

Goat milk was the best performer in both retail volume and value sales in 2018, which was the result of its increasing reputation of being low in cholesterol, low in fat and resulting in a lower incidence of allergies and digestive discomfort. Goat milk has emerged through the efforts of both international and domestic companies, of which Andechser Molkerei and Fabrica de Lapte Brasov SA were the most prominent.

Demand meets the trend for health and wellness

The burgeoning health and wellness trend was strongly sustained by the improvement in incomes. The main result was the strong growth in full fat fresh milk in 2016-2018, when the increase in disposable income was at its most marked.

COMPETITIVE LANDSCAPE
Albalact SA retains leadership

Albalact SA retained its leadership of drinking milk products in 2018 due to excellent distribution and advertising campaigns. Advertising supported its brand Zuzu’s overall leadership.

International companies dominate the category

International companies dominated the competitive landscape of drinking milk products in 2018, as there was no purely domestic company present in the top 10 rankings. Lactalis consolidated its position and is present in the leading 10 companies with Albalact SA, Covalact SA and Dorna Lactate SA.

Private label holds a significant position

Private label held an important position in drinking milk products in 2018 due to the domination of retail by modern chains with their affordable prices. Due to the lower selling prices, private label has captured the attention of lower-income urban consumers.

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Drinking Milk Products in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Drinking milk products 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.

If you're in the Drinking milk products industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Drinking milk products in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Drinking milk products in Romania?
  • What are the major brands in Romania?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • What are the market opportunities for ethically sourced dairy items?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?

Why buy this report?

  • 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

This industry report originates from Passport, our Packaged Food market research database.

Drinking Milk Products in Romania - Category analysis

HEADLINES

PROSPECTS

Increasing incomes drive changing lifestyles
Goat milk attracts consumer interest
Demand meets the trend for health and wellness

COMPETITIVE LANDSCAPE

Albalact SA retains leadership
International companies dominate the category
Private label holds a significant position

CATEGORY DATA

Table 1 Sales of Drinking Milk Products by Category: Volume 2013-2018
Table 2 Sales of Drinking Milk Products by Category: Value 2013-2018
Table 3 Sales of Drinking Milk Products by Category: % Volume Growth 2013-2018
Table 4 Sales of Drinking Milk Products by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Drinking Milk Products: % Value 2014-2018
Table 6 LBN Brand Shares of Drinking Milk Products: % Value 2015-2018
Table 7 Distribution of Drinking Milk Products by Format: % Value 2013-2018
Table 8 Forecast Sales of Drinking Milk Products Products by Category: Volume 2018-2023
Table 9 Forecast Sales of Drinking Milk Products Products by Category: Value 2018-2023
Table 10 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2018-2023

Packaged Food in Romania - Industry Overview

EXECUTIVE SUMMARY

Economic improvement drives sales of packaged food
Healthier food attracts consumer attention
Artisanal accounts for the majority of sales
Sales dynamics track the expansion of modern grocery retailers
Packaged food to grow over the forecast period

FOODSERVICE

Sales to Foodservice
Manufacturers pay increased attention to foodservice
Ready meals records the strongest growth
Baked goods remain the most popular
Consumer Foodservice
Consumer foodservice tracks the performance of the economy
Fragmentation remains high in consumer foodservice
Rural tourism drives demand for healthy food
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 18 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 19 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 20 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 22 Penetration of Private Label by Category: % Value 2013-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources