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Naturally Healthy Beverages in
Romania

Country Report

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Executive Summary

Apr 2019
PROSPECTS
NH natural mineral water achieves volume growth

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.

Consumers switch to bottled water due to the country’s poor water quality

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.

Naturally healthy 100% juice becomes trendy

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.

COMPETITIVE LANDSCAPE
Aqua Carpatica registers significant growth

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.

Social media and the targeting of specific age groups leads to new communication strategies

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.

New brand, Urban Monkey gains visibility

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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Naturally Healthy Beverages in Romania

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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.

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 Naturally Healthy Beverages 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.

Naturally Healthy Beverages in Romania - Category analysis

HEADLINES

PROSPECTS

NH natural mineral water achieves volume growth
Consumers switch to bottled water due to the country’s poor water quality
Naturally healthy 100% juice becomes trendy

COMPETITIVE LANDSCAPE

Aqua Carpatica registers significant growth
Social media and the targeting of specific age groups leads to new communication strategies
New brand, Urban Monkey gains visibility

CATEGORY DATA

Table 1 Sales of NH Beverages by Category: Value 2013-2018
Table 2 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 5 Distribution of NH Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of NH Beverages 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