Savoury Snacks in Romania

PROSPECTS

Savoury snacks tracks changes in lifestyle

Economic growth has resulted in increased disposable income but also busier lifestyles in Romania, especially in large cities with intense economic activity. As a consequence, on-the-go consumption and being used as an accompaniment for drinks have transformed savoury snacks into symbols of busy lifestyles and of socialising.

Nuts, seeds and trail mixes records the biggest sales

Nuts, seeds and trail mixes leads sales as a result of the increased consumption base for packaged products, provided by the strong expansion of convenience stores into more local neighbourhoods of large cities as well as into the countryside. Whilst nuts and trail mixes are consumed more to accompany beer during parties, seeds are mainly consumed during outdoor relaxation.

Rice snacks is small but growing quickly

The highest growth rate in 2018 was recorded by rice snacks, which was the result of its recent entry and low base, which have created strong growth potential amongst higher-income consumers, who are more open to novelties, but who also pay more attention to health and healthy food. Modern retailers are the promoters of rice snacks and private label continues to account for a big, double-digit value share.

COMPETITIVE LANDSCAPE

Intersnack Romania is the undisputed leader

Intersnack Romania’s top position in 2018 was the result of the company’s leadership in nuts, seeds and trail mixes, where it owns the leading brand Nutline, and the second and third positions in the large potato chips category and puffed snacks, respectively. Its brand Chio was at the top of the brand hierarchy in 2018, boosted by new launches, such as Chio Tacos and Chio Cornados, Chio Sea Salt & Hint of Olive Oil and Nutline Trio Mix, which build on the health and wellness trend.

International companies rank ahead of domestic players

International companies rank above the domestic players in 2018. The top players Intersnack Romania and Star Foods EM (PepsiCo) are the most active in new launches, distribution, advertising and promotions.

Private label retains significant share

Private label retained a significant value share in savoury snacks in 2018. As the majority of domestic producers, acting at national or regional level, were focused on standard and economy brands, private label has succeeded in overtaking them because of the significant popularity of modern retailers.

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