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.
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 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.
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 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 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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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Romania with research from Euromonitor's team of in-country analysts.
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The Organic Beverages in Romania market research report includes:
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