During 2016-2018, average incomes rose in Romania and this was reflected in changes to lifestyles and consumption habits. While consumers in the countryside and small cities continued to rely on home-made fruit and vegetable conserves, consumers in large cities were under the impact of busy lifestyles that resulted in higher incomes and longer working hours.
Consumers in large cities, having higher incomes and longer working hours in 2018, were less connected to home cooking. Frozen products represented an alternative to traditional cooking, as they could be kept for a longer period in a freezer.
Shelf stable fruit and vegetables accounted for the highest share of overall category sales in 2018, and this was mainly due to the perception that they are similar to home-made canned products, with the latter being historically popular in the country; however, the availability of fresh fruit and vegetables during the winter affects the development of shelf stable products. On the other hand, the prices of fresh fruit and vegetables during the winter are prohibitive for many Romanians, so they turn their attention towards shelf stable products.
Macromex is a key player within frozen processed fruit and vegetables and holds the widest product variety. In addition, its product Edenia was the leading brand within processed fruit and vegetables in 2018.
Processed fruit and vegetables is led by domestic producers, which also means fragmentation because of the many smaller regional producers beyond the big players with a nationwide presence in modern retailing. Fragmentation can be explained by the strong and long-standing tradition of domestic production of shelf stable fruit and vegetables, which continues across the country.
Private label has succeeded in becoming a force across the whole category of processed fruit and vegetables. Frozen products represent the main opportunity for modern retailing to increase sales in this category; however, the development of areas in-store for selling artisanal-like products primarily affects economy packaged brands and private label, as these are all positioned in the same price band.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Processed Fruit and Vegetables industry in Romania with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Processed Fruit and Vegetables industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
The Processed Fruit and Vegetables in Romania market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport.