Executive Summary

Apr 2019
PROSPECTS
Free from grows rapidly but remains niche

Free from packaged food was in demand in 2018 based on medical recommendations given to people suffering from lactose and gluten intolerance, and among those who choose to consume free from meat substitutes and free from dairy, often during religious fasts. However, it is the free from gluten and free from lactose categories that have mainly evolved to become fashionable among urban dwellers generally seeking to take care of their health.

Free from gluten is the most dynamic

Free from gluten registered the fastest growth in 2018. Following initial medical recommendation to treat gluten intolerance, the product benefitted at the end of the review period from rising interest among educated and more sophisticated consumers who are voluntarily adopting free from gluten diets in order to avoid or alleviate health problems.

Free from meat records the strongest sales

The strongest sales of free from meat products came from consumers who voluntarily consume these products and not for health reasons in 2018. In fact, Romanians are traditional consumers of processed meat products and free from meat products are an important variant of standard products.

COMPETITIVE LANDSCAPE
Nestlé Romania SRL retains leadership

Nestlé Romania is the leading player in the category due to the clear popularity of breakfast cereals with free from gluten products. The company completely replaced its standard brands Nestlé Corn Flakes and Gold Flakes with similar free from gluten products under the same brand, which helped it to sustain its leading position in the category during 2018.

Domestic producers characterise free from meat products

The domestic producer Cristim 2 Prodcom ranked second in 2018 within the free from category due to its leadership in the largest category free from meat meat substitutes. In fact, the company is a leading player in processed meat and seafood.

Private label becomes significant

The first step made by Kaufland to launch its K-free line for free from lactose and free from gluten products brought private label to the attention of mass consumers. The fact that Kaufland is the largest retailer in Romania contributed to growing consumer interest in such products at affordable prices.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance 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 Food Intolerance 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.

Free From in Romania - Category analysis

HEADLINES

PROSPECTS

Free from grows rapidly but remains niche
Free from gluten is the most dynamic
Free from meat records the strongest sales

COMPETITIVE LANDSCAPE

Nestlé Romania SRL retains leadership
Domestic producers characterise free from meat products
Private label becomes significant

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From 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 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources