Sales of naturally healthy beverages achieved further growth in Romania in 2021 in both value and volume terms. Other plant-based hot drinks and green tea are the main drivers of NH hot drinks.
Naturally healthy beverages remains by far the largest category within HW beverages in Romania. In 2021, sales continued to grow positively amid the health and wellness trend in the country that was strengthened by consumers’ ongoing concerns to find ways to build resilience to COVID-19.
In the bigger category of NH soft drinks, sales of NH bottled water are dominant and continued to grow well in 2021 driven especially by NH flavoured bottled water and NH superfruit juice. Besides the health aspects, a growing willingness to try new things and the steady adoption of more sophisticated tastes make Romanian consumers more likely to try innovative products in retail channels such as NH flavoured bottled water and NH superfruit juice.
Value and volume sales of naturally healthy beverages are projected to see good growth in Romania in the forecast period. The forecast period is likely to see several new brands or brand extensions being launched.
Found in the same volume range, green tea is expected to be more dynamic than other plant-based hot drinks in Romania during the forecast period. One of the reasons for this is the eventual total reopening of tea houses in the country as the pandemic subsides.
In 2021, local brand Inka remained the leading brand in NH other hot drinks. The further growth of naturally healthy other plant-based hot drinks in the forecast period is expected to be driven by this brand, as it is gaining shelf space in the largest retailers in Romania.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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