Food and Drink E-Commerce in Romania

PROSPECTS

Major grocery retailers invest in omnichannel approaches, boosting growth in food and drink e-commerce

Although the number of players in food and drink has grown, overall value sales in 2019 remained low, making the area a less attractive investment for major international players. In addition, the logistical requirements of delivering fresh food and drinks have also served to limit growth potential.

Some consumers are not yet comfortable buying fresh produce online; a potential barrier to future growth for food and drink e-commerce

Despite a high level of ownership of mobiles, tablets and notebooks in Romania in 2019, and the high propensity for staying connected for shopping, food and drinks is a product that many consumers still prefer to by in person. This is particularly the case for fresh meat products, dairy, fresh fruits and vegetables, as many customers like to check the quality of the product before they buy.

Domestic food producers focus on their physical store outlets, ahead of developing e-commerce strategies

Domestic food producers are not yet attracted to online sales. They continue to invest in the development of their own physical stores, which tend to attract consumers looking for a traditional Romanian products.

COMPETITIVE LANDSCAPE

Food and drink e-commerce is dominated by international players, with Carrefour benefiting from first player entry

International operators such as Carrefour, Cora Mega Image and A-Auchan continued to dominate the channel in 2019, with no local player commanding a strong position. Carrefour is the best placed, benefiting from being the first to enter the e-commerce landscape in 2014, followed by Cora and later by Auchan.

Larger grocery retailers are anticipated to enter over the forecast period, set to shake up the competitive landscape

Large grocery retailers Kaufland, Profi, Lidl and Penny Market were still absent from e-commerce in 2019. However, the strong growth of e-commerce retailing over the forecast period is expected to stimulate the entry of other international players in e-commerce, such as Lidl and Kaufland.

As the health and wellness trend increases, natural, health-focused e-commerce stores gain popularity as local farmers enter the landscape

Distributors of imported health and wellness food e-commerce stores are growing in popularity, targeting the informed consumer with packaged products, that can be delivered at ease. Republicabio.

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