Fortified/Functional Packaged Food in Romania

PROSPECTS

Growth is driven by the perception that fortified/functional packaged food benefits the digestive system, tackles obesity and maintains a healthy respiratory system

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.

As the cost of medication rises, the ageing population drives demand for fortified/functional packaged food in Romania

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.

Benefits to the digestive system drives sales, as consumers link Bifidus and probiotic yoghurts to aiding gut health

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.

COMPETITIVE LANDSCAPE

Danone PDPA SRL retains its leadership with brands synonymous with gut health, as well as offerings that maintain the immune system, 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.

Local players find competition from their international counterparts tough, as European Food is the best performing domestic offering

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.

Substantial advertising campaigns are limited to international players, who can afford the associated costs

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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