Executive Summary

Apr 2019
PROSPECTS
Category benefits from various boosters

FF beverages is a niche category in Romania, growing from a small base. During 2018, the main drivers of volume sales were rising consumer awareness of these types of products via promotions and also new product launches.

Growing sophistication helps stimulate category value growth

Embracing the global health concern trend, Romanian consumers are becoming more sophisticated and tend to make more informed choices when it comes to the products they buy. This sophistication took the form of greater interest in reading product labels and increasing average spend on fortified/functional beverages during 2018.

Consumers access “new” category in soft drinks thanks to growing awareness

FF beverages are relatively new in Romania from the perspective of consumer awareness, even though the category, especially FF energy drinks, has been available for some time. The general perception of FF beverages is that they are healthier alternative drinks.

COMPETITIVE LANDSCAPE
FF energy drinks set to lose volume share

Amongst fortified/functional beverages in Romania, energy drinks were the most popular during the review period, a trend that continued into 2018. Red Bull retained its outright lead and was followed by Hell produced by Hell Energy.

Sports drinks remains niche

Although representative for their functionality, sports drinks remained a niche category in 2018. The main disadvantages of sports drinks are availability and diversity.

FF bottled water and FF 100% juice raise awareness of fortified/functional beverages

FF bottled water and FF fruit/vegetable juice are being increasingly embraced by local consumers. The growth in health and wellness is encouraging consumers to try new products and is ensuring the success of FF bottled water and FF 100% juice.

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Fortified/Functional Beverages in Romania

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages 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.

The Fortified/Functional Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Fortified/Functional Beverages in Romania - Category analysis

HEADLINES

PROSPECTS

Category benefits from various boosters
Growing sophistication helps stimulate category value growth
Consumers access “new” category in soft drinks thanks to growing awareness

COMPETITIVE LANDSCAPE

FF energy drinks set to lose volume share
Sports drinks remains niche
FF bottled water and FF 100% juice raise awareness of fortified/functional beverages

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 4 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 5 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 6 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 7 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 8 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Romania - Industry Overview

EXECUTIVE SUMMARY

Healthy beverages represent another manifestation of the premiumisation trend
Favourable economic environment sustains the value growth of healthy beverages
Growing competition between foreign and local players
More space on retailers’ shelves
Favourable future for healthy beverages

MARKET DATA

Table 9 Sales of Health and Wellness by Type: Value 2013-2018
Table 10 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 11 Sales of Health and Wellness by Category: Value 2013-2018
Table 12 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 14 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 15 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 16 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 17 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 18 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 19 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 20 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 22 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 24 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources