Organic Beverages in Romania

PROSPECTS

The rise in urban consumers boosts sales of organic beverages

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.

Environmental concerns are yet to drive sales of organic beverages, with consumers mainly being driven by benefits to their own health

Organic beverages are brought in the least value sales during 2019, as the area is the least developed. Organic beverages are not yet popular with the mass consumer in Romania, as the country has not reached the same level of development as in Western Europe.

The growth of the modern retailers is set to boost growth over the forecast period

The expansion of modern retailing in Romania has led to more sophisticated consumers while rising disposable incomes mean they have more money to spend. In 2019, 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.

COMPETITIVE LANDSCAPE

Coco-Cola launches a new organic lemonade, as Fritz Cola enters the organic beverage landscape

Coca-Cola launched bio organic lemonade in Romania, focused on environmental benefits. Over the forecast period, it will remain to be seen if the offering will survive on the Romanian landscape, as consumers in the country are not yet motivate to purchase for ethical reasons.

Private label offering Nature Bio continues to lead organic beverages, benefiting from wide availability and attractive pricing strategies

Private label leads organic beverages overall in 2019, with Nature Bio from Romania Hypermarche taking the top spot, followed by Delhaize from Mega Image. Romania Hypermarche also led in organic fresh coffee, again with its private label Nature Bio.

Organic juice characterised by multinationals as local players do not have the financial power to invest

Organic 100% juice is characterised by multinationals and private label. This is mainly because of the mass production ability of multinationals, which translates into high availability of products and competitive pricing of private label.

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