Sauces, Dressings and Condiments in Romania

PROSPECTS

Increasing consumer sophistication drives demand

Increasing consumer sophistication played an important role in driving demand within sauces, dressings and condiments in 2018. As rising incomes and busy lifestyles led Romanians to eat out more often, many developed a greater appreciation for various types of ethnic cuisine, including Italian, Asian, Mexican and Middle Eastern dishes.

Mustard and ketchup remain the most popular choices in table sauces

Mustard and ketchup remained by far the largest categories within table sauces in 2018, as these product types are traditionally very popular among Romanians. This is especially true of mustard, the sauce most commonly consumed with chilled processed meats and with mititei, a traditional minced meat dish that occupies a central role in Romania’s barbecue culture.

Popularity of barbecue season stimulates innovation

Romania’s barbecue season is highly profitable for food manufacturers and retailers, particularly those offering meat products and sauces, dressings and condiments commonly used with grilled food. The official start of this season is 1 May, a date which most Romanians traditionally celebrate with popular local grilled dishes such as mititei.

COMPETITIVE LANDSCAPE

Unilever retains its overall lead in sauces, dressings and condiments

Unilever South Central Europe SRL remained the overall leader in sauces, dressings and condiments in value terms in 2018 thanks to the combined strength of its Delikát, Knorr and Hellmann’s brands. These brands have been present in Romania for many years and enjoy strong recognition among local consumers.

Recent entrant Polimark continues to gain ground in 2018

Polimark Foods SRL was among the most dynamic companies in sauces, dressings and condiments in current value growth terms in 2018. This was partly explained by the fact that it was still a relative newcomer to the category, having only entered during the review period.

Leading players to the fore in terms of innovation

Leading players sought to consolidate their positions in sauces, dressings and condiments over 2017-2018 by launching new products in response to the healthy eating trend. For example, in 2018 category leader Unilever created a new line of Delikát products made from 100% natural ingredients such as dill, Italian herbs and garden herbs.

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