Hot Drinks in Romania

Hot drinks heading in a new direction

There is a traditional saying in Romania, “coffee is coffee and tea is tea”, with the former consumed as an energy booster in the mornings and the latter used as a remedy for colds. Romanian consumers are, however, becoming more sophisticated and are increasingly ready and open for new experiences.

Healthy lifestyle trend changing consumer perceptions

The trend towards healthy lifestyles is reshaping hot drinks in Romania. Premiumisation is playing a key role, with shoppers not only willing to spend more but also to upgrade either to higher-priced products or to switch between product types.

The brand is becoming less significant

Consumers of hot drinks are becoming more sophisticated and although products such as coffee and tea will undoubtedly remain important, their volume and value growth is heavily dependent on how players adjust their communication techniques. If in the review period a certain brand was associated with high quality, consumers are now more willing to switch from mass market products to higher-quality versions, and are more interested about what the product itself says rather than simply its name.

On-trade sales witness steady growth

With consumers willing to spend more, the on-trade and on-the-go consumption are witnessing steady growth. In cities, consumers with hectic lifestyles enjoy a quality coffee or hot chocolate to start their mornings.

Value growth due to more educated consumers

Hot drinks is expected to maintain its steady growth in retail value and volume sales over the forecast period, driven by GDP growth, enabling consumers to spend a little more, whilst becoming increasingly aware of what they are consuming. Players are expected to take advantage of these factors, using innovative communication techniques to establish closer relationships with consumers and offering smaller packaging and healthier options which will translate into increasing value sales.

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