When it comes to naturally healthy beverages in Romania, the most popular category by far is NH bottled water. Being rich in resources, water has always been considered a natural and accessible product in Romania, which makes the category highly competitive.
Due to the poor quality of the country’s infrastructure, consumers are switching from tap to bottled water, which is boosting sales of still natural mineral bottled water. Other factors sustaining the development of the category are widespread availability of products, competition between brands and promotions outlining the benefits of natural mineral water on the health.
Freshly squeezed juices and smoothies are becoming popular in Romania. As visits to shopping centres are increasingly being considered a leisure activity, a growing number of freshly squeezed juice kiosks are boosting consumer awareness of the product’s health benefits.
Aqua Carpatica achieved the fastest growth in NH natural mineral water over the review period, managing to overtake established brands, such as Dorna in a short period of time. Part of its success stems from its marketing strategy, positioning itself as a natural, nitrates-free and natural alkaline water.
One of the most common words in new product development since the rise of the internet is “Instagramable”. Industry players face a new type of consumer and are having to adapt their communication strategies to suit this cohort.
When it comes to freshly squeezed juices, the Urban Monkey brand established itself on Romanian retailing shelves by focusing on communicating its main distinguishing point of “never being heated”. Thanks to increasing availability in a rapidly-developing retailing chain, Mega Image, in 2018, Urban Monkey became a popular choice thanks to its clean label and availability in 250ml bottles, encouraging on-the-go consumption.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages industry in Romania with research from Euromonitor's team of in-country analysts.
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The Naturally Healthy Beverages in Romania market research report includes:
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This industry report originates from Passport, our Passport market research database.