Executive Summary

Nov 2018
PROSPECTS
Demand for convenience drives performance

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.

Modern retailers influence sales of frozen processed food and vegetables

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.

The largest category of shelf stable processed fruit and vegetables faces competition from frozen products

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.

COMPETITIVE LANDSCAPE
Macromex maintains its leadership

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.

Fragmentation remains high

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 a significant presence

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.

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Processed Fruit and Vegetables in Romania

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Overview

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:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Processed Fruit and Vegetables in Romania?
  • What are the major brands in Romania?
  • Which dietary supplement grew the fastest in the past year?

Why buy this report?

  • 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

This industry report originates from Passport.

Packaged Food in Romania - Industry Overview

EXECUTIVE SUMMARY

Economic improvement drives sales of packaged food
Healthier food attracts consumer attention
Artisanal accounts for the majority of sales
Sales dynamics track the expansion of modern grocery retailers
Packaged food to grow over the forecast period

FOODSERVICE

Sales to Foodservice
Manufacturers pay increased attention to foodservice
Ready meals records the strongest growth
Baked goods remain the most popular
Consumer Foodservice
Consumer foodservice tracks the performance of the economy
Fragmentation remains high in consumer foodservice
Rural tourism drives demand for healthy food
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources