Although the number of players in the category has grown, overall value sales in 2018 remained low, thus making the channel less attractive to major international players. In addition, the logistical requirements of delivering fresh food and drinks have also served to limit the category’s growth potential.
Not all retailers which sell food and drink are interested in an online presence. Indeed, many are very reluctant to change the way they do business.
In 2018, food and drink internet retailing remained a fairly small category. However, it is expected to grow significantly in the near future as existing online players roll out their services nationally.
International operators such as Carrefour, Cora and Mega Image continued to dominate the channel in 2018, with no local player commanding a strong position. It could be seen as surprising that other large international players, such as Kaufland or Lidl, have not shown any interest in entering the channel.
Small local farmers have discovered the benefits of internet sales and have begun to better organise themselves. Selling their fresh products via the internet means they can obtain better prices than if they sold them to a retailer or at a traditional farmers’ market.
In 2017, Mega Image launched an online platform, with its success having the potential to encourage other supermarket operators to follow suit. Currently, however, other players do not appear ready to expand in this direction, thus giving Mega Image more time to establish itself.
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Understand the latest market trends and future growth opportunities for the Food and Drink Internet Retailing industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Food and Drink Internet Retailing research and analysis database.
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