Organic packaged food is most closely associated in Romania with the developing health and wellness trend. These products had grown before 2020, thanks to steadily improving incomes, and efforts by manufacturers and retailers to make them available at affordable price points.
Most retail chains now have dedicated aisles for organic products in their supermarkets. Mega Image has a corner called Equilibrium Health & Wellness, and in 2020 launched a new private label, Nature’s Promise, whose products are all certified organic.
The ubiquitous use of the word “bio” in organic packaged food products stems from the organic dairy segment, which is still the most popular segment within organic packaged food. These brands were given even larger shelf space in retail in 2020.
Volume sales of mainstream organic packaged food brands are expected to decline during the forecast period, in the face of stronger competition from both premium and private label products. Private label in particular is expected to continue to increase its share of current value sales, led by K-Bio from Kaufland, Nature’s Promise from Mega Image, and Bio Organic from Lidl.
While the increasing affordability of organic packaged food, particularly dairy products, is likely to see retail volumes continue to grow throughout the forecast period, it may still struggle to convince some consumers that the health benefits associated with organic food are genuine. As the COVID-19 lockdown eases throughout the country during 2021, consumers are expected to resume buying unpackaged food from local farms.
Some of the highest current value growth during the forecast period is expected to come from organic honey and jam. Demand for these products will be driven by consumers looking for healthier alternatives to sugar, fuelled by the perception that store-bought brands are as healthy as artisanal products.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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