Organic Packaged Food in Romania

PROSPECTS

Organic packaged food posts strong growth

Sales of organic packaged food advanced strongly in 2018, as a consequence of the rising purchasing power that made the products available to mass consumers. Affordability improved as prices remained relatively stable or only saw inflationary increases, while average incomes improved substantially.

Potential competition from unpackaged food

The main threat to organic packaged food comes from small individual farmers who are expected to successfully promote their products as healthy and natural even if they are not certified as organic. Such products are marketed as “bio” when sold in open or organised markets and are benefiting from being assimilated in the minds of consumers with organic food.

Organic spreads enjoys rapid growth

Organic spreads enjoyed strong growth in 2018, not only because of its low base but also because it has high growth potential determined by the traditional consumption of honey and jams. For these products, organic varieties are natural and tend to be unpackaged products, perceived by consumers as natural and healthy and similar to organic.

COMPETITIVE LANDSCAPE

FrieslandCampina Romania retains a comfortable lead

FrieslandCampina Romania retained its lead in organic packaged food in 2018 thanks to it organic variant of its flagship brand, Napolact. Advertising, extended distribution across all channels, the popularity of the Napolact brand and the brand’s presence across several categories all helped to boost the organic variant of the brand.

Covalact registers the fastest growth

Covalact, part of Group Lactalis, made an entrance into the category in 2017. It enjoyed the strongest growth in 2018 thanks to the launch of its Covalact de Tara Bio brand in organic yoghurt.

Rapid development of private label

The presence of private label in organic food increased substantially after modern grocery retailers allocated more shelf space to more specialised organic packaged food products. In addition to leading grocery retailer Carrefour, which is present with its Carrefour Bio organic range, Kaufland also launched a wide range of organic food under its private label K-Bio line, claiming, like Carrefour, to offer quality at advantageous prices.

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