Fortified/Functional Packaged Food in Romania

PROSPECTS

Health claims stimulate consumption

Although regulations forbid products from being marketed as having healthy attributes, the presence of key ingredients is appreciated by consumers. The forecast period is expected to witness further growth in disposable incomes and orientation of consumers to a healthy lifestyle, which means consumers will increasingly consider FF packaged food as a low cost and healthy method of maintaining wellbeing.

Digestive health remains a strong focus

Digestive health was the most important concern among consumers linked to FF food over the review period. For the majority of consumers, digestive health was associated with probiotics.

FF milk on a downward trend

Compared to other categories in FF food, FF milk was less successful. Most of the focus was on Dorna Lactate and its La Dorna Lady Milk brand, which has a low fat content and added calcium, targeting women who go on diets, helping to strengthen bones and joints.

COMPETITIVE LANDSCAPE

Danone PDPA SRL retains leadership

Danone DPA’s leadership in 2018 stemmed from the popularity of its Activia brand, which has become synonymous with probiotics and digestive health. Danone’s brands Actimel and Danonino embrace the most popular and prime positioning of immune support and bone and joint health, respectively.

Domestic players rank some distance behind their international counterparts

Due to the clear domination of international companies through their efforts in growing domestic brands in their portfolios, purely domestic companies have not been able to develop in categories where fortified/functional products are strong, including dairy and baby food. As such, they preferred to remain active in breakfast cereals where competition was fierce at the level of followers of the undisputable leader Nestlé Romania.

Advertising pulls demand

Advertising was a main tool used to inform consumers of the health benefits of brands and promote health claims. Advertising is first used to highlight a new product but it is only the largest companies that can afford to sustain advertising over a long period of time to keep their brands top of mind.

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