Organic Beverages in Romania

PROSPECTS

Expansion of retailing ensures steady growth in category value sales

Expansion of modern retailing in Romania has led to more sophisticated consumers while rising disposable incomes mean they have more money to spend. In 2018, the value growth of organic beverages stemmed from wider availability of products due to increasing shelf space among retailers as well as an increasing number of organic shops.

“Less is more” for organic beverages

Increasing disposable incomes over the review period led to a shift in consumer behaviour in Romania. Being wealthier, consumers are becoming more sophisticated and willing to pay more for less volume but higher quality.

Organic beverages goes back to roots

Organic beverages are not new in Romania. With a significant population group living in rural areas and taking advantage of the quality and abundance of natural resources, households are used to making their own fruit juice from local produce.

COMPETITIVE LANDSCAPE

Private label Nature Bio sets the trend in retail value sales of organic coffee

Romania Hypermarche led in organic fresh coffee with its private label Nature Bio private label line. With a wide variety and expansion of outlets, Romania Hypermarche is able to reach a significant consumer base, which raises awareness of its private label.

Organic tea sled by Laboratoarele Fares Biovital

Organic tea is characterised by local producers with Laboratoarele Fares Biovital SRL being the category leader. The company is well known in Romania and benefits from high consumer trust in its brand.

Organic juice characterised by multinationals

Organic juice is characterised by multinationals and private label. This is mainly because of the mass production options of multinationals, which translates into high availability of products and competitive pricing of private label.

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