Soft Drinks in Romania

Soft Drinks in Romania

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Romania

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Concentrates in Romania

KEY DATA FINDINGS

2020 IMPACT

Concentrates sees competition from healthier drinks, as health and wellness trends are enhanced by COVID-19

Home production poses another ongoing challenge to concentrates

Laurul maintains its strong lead thanks to high brand trust with consumers, as private labels also continue to be significant in concentrates

RECOVERY AND OPPORTUNITIES

Liquid concentrates set to outperform powder due to perceptions of quality

Product innovation set to become an increasingly important strategy

Concentrates set to become increasingly prevalent in online channels

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 33 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 34 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 35 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 36 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 37 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 38 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 39 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 40 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 41 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 42 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 43 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 44 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 45 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 46 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 47 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 48 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 49 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 50 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Romania

KEY DATA FINDINGS

2020 IMPACT

RTD tea sees declines due to foodservice closures as a result of COVID-19

Strong promotions, acquisitions and new product developments look set to bolster category moving forward

Coca-Cola maintains lead with Fuze Tea, but the second-placed Lipton brand

becomes more competitive

RECOVERY AND OPPORTUNITIES

Low/no sugar variants expected to increase in popularity, in response to consumer concerns about sugar content

Lipton starts rPET trend with the first 100% recyclable bottles in Romania

Sales of RTD tea increase in online channels

CATEGORY DATA

Table 51 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 52 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 53 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 54 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 55 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 56 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 57 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 58 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 59 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 60 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 61 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 62 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 63 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Romania

KEY DATA FINDINGS

2020 IMPACT

Loss of out-of-home consumption opportunities create declines in RTD coffee

Historical challenges remain, but future opportunities also appear

Coca-Cola maintains its significant lead in RTD coffee, but needs to seek new promotional strategies to continue gaining shares

RECOVERY AND OPPORTUNITIES

Opportunities for good growth potential with ongoing new product developments

A return to on-the-go lifestyles will boost demand for RTD coffee

High-quality, vegan and low/no sugar variants expected over forecast period

CATEGORY DATA

Table 64 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 65 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 66 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 67 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 68 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 69 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 70 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 71 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 72 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 73 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 74 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 75 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

Carbonates in Romania

KEY DATA FINDINGS

2020 IMPACT

Carbonates faces challenges from ongoing health and wellness trends, which are being enhanced by COVID-19

Trend for speciality and craft beverages drives innovation in flavours in carbonates

Coca-Cola maintains unchallenged lead, while private label players continue to see strong growth

RECOVERY AND OPPORTUNITIES

Health and wellness trends, plus higher excise on high-sugar drinks, set to drive innovation in sugar-free variants

Carbonates to face continuing challenges from health and wellness trends over the forecast period

E-commerce set to be an increasingly popular channel for sales of carbonates

CATEGORY DATA

Table 76 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 77 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 78 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 79 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 80 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 81 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 82 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 83 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 84 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 85 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 86 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 87 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 88 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 89 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 90 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 91 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 92 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 93 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 94 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 95 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 96 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Romania

KEY DATA FINDINGS

2020 IMPACT

Juice sees overall declines, with not from concentrate 100% juice maintaining its healthy growth thanks to health and wellness trends enhanced by COVID-19

Increasing consumer sophistication leads to diversification in juice flavours

Coca-Cola maintains lead in juice, thanks to ongoing innovations to meet the latest trends

RECOVERY AND OPPORTUNITIES

Health and wellness trend set to drive innovations and heighten competition with new brands emerging

Local players set to expand capacity, giving Tymbark a stronger competitive advantage towards Coca-Cola

More small domestic players expected to emerge in 100% juice and nectars over the forecast period

CATEGORY DATA

Table 97 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 98 Off-trade Sales of Juice by Category: Value 2015-2020
Table 99 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 100 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 101 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 102 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 103 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 104 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 105 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 106 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 107 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 108 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 109 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 110 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 111 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Romania

KEY DATA FINDINGS

2020 IMPACT

Bottled water maintains its positive growth, further boosted by enhanced health and wellbeing trends due to COVID-19

Specialised bottled water for children and diversification in packaging driving development trends

Domestic players lead bottled water, as Corporate Social Responsibility drives become of increasingly high importance

RECOVERY AND OPPORTUNITIES

Rich local resources give domestic players a competitive advantage, with infrastructure improvements and further investments expected

Further consumer education needed, with a potential threat from in-home water filters

Bottled water to become increasingly competitive, with stronger online advertising expected

CATEGORY DATA

Table 112 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 113 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 114 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 115 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 116 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 117 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 118 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 119 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 120 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 121 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 122 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 123 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Romania

KEY DATA FINDINGS

2020 IMPACT

Sports drinks sees declines due to consumers being less physically active as a result of COVID-19

Limited brands and lack of consumer education continue to restrict growth in sports drinks

Sports drinks remains consolidated with only two noted players and Gatorade holding a significant lead

RECOVERY AND OPPORTUNITIES

Health and wellness trends place additional pressure on sports drinks, with sugar-free variants expected to emerge

Rising popularity of functional water becomes strong competition for sports drinks

A return to sporting activities will give category a boost over the longer term

CATEGORY DATA

Table 124 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 125 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 126 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 127 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 128 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 129 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 130 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 131 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 132 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 133 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 134 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 135 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Romania

KEY DATA FINDINGS

2020 IMPACT

Private label brands perform well in 2020, due to lower prices befitting price-sensitive consumers

New product launches to meet increasingly sophisticated consumer tastes

Hell Energy maintains its top place thanks to strong promotions and “healthier” positioning

RECOVERY AND OPPORTUNITIES

Slow recovery for energy drinks due to foodservice and social restrictions created by COVID-19

New product developments to remain high over the forecast period, with competition set to increase

Health and wellness trend poses a challenge to high-sugar drinks

CATEGORY DATA

Table 136 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 137 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 138 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 139 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 140 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 141 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 142 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 143 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 144 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 145 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 146 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 147 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

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