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Sales of organic packaged food saw high levels of growth in 2019, the result of increasing purchasing power that allowed the products to be available to mass consumers. Affordability improved as prices remained relatively stable or only saw inflationary increases, while average incomes substantially enhanced.
FrieslandCampina Romania SRL was the first to launch in 2016, offering the popular Napolact Bio, at price-points that made it an attractive offering to mass consumers. The success of Napolact Bio encouraged other strong players to launch their own organic varieties, including Zuzu Lapte Bio from Albalact SA, Covalact de Tara Bio from Covalact SA and Olympus Bio from Fabrica de Lapte Brasov SA.
The biggest threat to organic food comes from artisanal products, sold directly from farms. These products, even if they are not certified as organic, attract consumers due to their perceived health benefits and freshness.
FrieslandCampina Romania retained its lead in organic packaged food in 2019, thanks to the organic variant of its flagship brand, Napolact Bio. The players has the advantage of the first entrant in organic food across several dairy products, with the extension of Napolact, being very popular and appreciated by Romanians.
Following the example of Napolact, top players in dairy such as Covalact SA, Albalact SA and Dorna Lactate SA added to lines already on the landscape, such as La Dorna Bio. As Lactalis owns all three of these players, competition between leading player FrieslandCampina and Lactalis is expected to increase over the forecast period.
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, over the review period.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Packaged Food industry in Romania with research from Euromonitor's team of in-country analysts.
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The Organic Packaged Food in Romania market research report includes:
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.