Other hot drinks is a small category in Romania, hindered by consumers’ perception of powder-based drinks having high chemical content, high sugar content, and suchlike. The most popular sub-category is other plant-based hot drinks, beyond which there is generally a low availability and poor diversity of brands, along with no particularly visible promotions.
The dynamics in other plant-based drinks are partly driven by the performance of smaller domestic companies, Sano Vita SRL and Solaris Plant SRL, which both saw gains in brand shares in 2020. This is partly due to the sub-category being stimulated by COVID-19 impacts resulting in higher demand for local products, and partly thanks to the health and wellness trend.
Tymbark-Maspex Romania SRL maintains its lead in other hot drinks in 2020, thanks to its top Inka brand. The brand was a pioneer in other plant-based hot drinks, being launched in 2012, and has remained popular among Romanians ever since, despite witnessing increasing competition over the review period.
Over the forecast period, manufacturers are expected to respond to health and wellness trends by launching healthy variants. This not only means more intensely health-oriented new launches in other plant-based hot drinks, but also the launch of reduced-fat and reduced-sugar versions in chocolate-based flavoured powder drinks.
Consumption patterns in other hot drinks are expected to remain the same over the forecast period. While children and teenagers are expected to remain loyal to chocolate-based flavoured powder drinks, as caffeinated drinks are generally considered prohibited for younger consumers, it is less probable that adult-oriented other plant-based hot drinks will become popular as a coffee substitute.
Consumers in large cities are the main purchasers of the products in other hot drinks, and they will be also the main beneficiaries of an increase in incomes as the country returns to the “new normal”. This will be an advantage for other hot drinks, as demand for such products is almost totally concentrated in large cities.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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