Naturally Healthy Beverages in Romania

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.

Files are delivered directly into your account within a few minutes of purchase.