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Learn moreFeb 2020
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The increase of the average income in 2019 drove a rise in consumers interest in healthy lifestyle and wellbeing – often as many health and wellness packaged foods are more expensive than regular offerings. FF milk formula recorded strong values sales, with parents buying the products for their infants.
The population in Romania is ageing; the result of low birth rates and a significant external migration of young families with children. As the level of income increases, the differences between the rural and urban population is blurring, with both populations having similar needs in terms of health and wellbeing, benefitting evenly from media information.
Health claims are aligned to various products offered from fortified/functional food – for example, digestive health and immune support is linked to probiotic yoghurt, heart health is linked to FF margarine and FF bread, whereas respiratory health is often linked to FF gum. General wellbeing for babies is also supported through FF milk formula, while other FF yoghurt like Danonino target children for bone and joint health.
Danone PDPA SRL had the leadership of FF packaged food in 2019, through both its yoghurt brands and the active presence of Aptamil in FF milk formula, challenged by Nestlé Romania SRL with its offering of Nan.
International payers dominated fortified/functional food, with Danone PDPA leading, Mars Romania SRL in third place and Albalact SA (Lactalis) having a strong presence. As a consequence, local players could not keep up with the pace of marketing, promotions, and new developments from international players – much of this the result of international players higher financial inputs.
During 2019, advertising was used to inform consumers of health benefits, as well as promoting the unique, and individual appeal of player, or of their new product developments. Due to the cost involved to run adverting and promotional campaigns, international players dominated the advertising landscape.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food 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 Packaged Food in Romania market research report includes:
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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.