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.
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.
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.
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.
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 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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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.
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The Fortified/Functional Beverages in Romania market research report includes:
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