Naturally Healthy Beverages in Romania

PROSPECTS

Higher disposable incomes leads to a rise in beverages with exotic flavours and ingredients

In 2019, naturally healthy beverages recorded solid value growth, driven by the growing health and wellness trend that is sweeping Romania. The increased interested in health, partnered with higher disposable incomes led to drive in sales for NH beverages, particularly those that have especially exotic flavours or ingredient.

NH bottled water remains popular due to the highly competitive accessible prices, and the country’s poor quality infrastructure

In 2019, the most popular drink options by far was NH bottled water. Being rich in resources, water has always been considered a natural and accessible product in Romania, which makes it a highly competitive area.

Naturally healthy 100% juice sees growth, however, it is threatened by a short shelf life and rural consumers who grow their own fruits

Freshly squeezed juices and smoothies are becoming popular in Romania, continuing to record strong levels of growth in 2019. As visits to shopping centres are increasingly, freshly squeezed, juice kiosks are boosting consumer awareness or both the drinks, and their health benefits.

COMPETITIVE LANDSCAPE

Social media strategies, focusing on health benefits and strong retail positions are common marketing strategies used in 2019

During 2019, players focused on the health and beneficial potential of NH beverages, especially when targeting families where parents are concerned about the health of their children - wanting to be assured that they are giving them the best. As such, players have increased their marketing efforts throughout 2019, as well as places products in strong retail positions.

Aqua Carpatica registers significant growth by launching and Instagrammable bottle

Aqua Carpatica achieved the fastest growth in NH natural mineral water over the review period, managing to overtake established brands, such as Dorna. Part of its success came from its marketing strategy, positioning itself as a healthy, nitrates-free and natural alkaline water.

NH beverages are mainly imported, however, Romanian player Profructta has increased its operations

Apart from juices which are made locally in Romania, most NH beverages available in the country are imported; partly through private label releases in big supermarkets and hypermarkets.

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