Food and Drink Internet Retailing in Romania

PROSPECTS

Food and drink internet retailing still a small category

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.

Most new food and drink players have an internet strategy

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.

Food and drink internet retailing expected to record further strong growth over the forecast period

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.

COMPETITIVE LANDSCAPE

Food and drink internet retailing continues to be dominated by international players

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.

Internet sales of local products could be a game changer

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.

Supermarkets still reluctant to enter the channel

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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