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Country Report

Soft Drinks in

Soft Drinks in Romania

73 pages, Mar 2018

US$2,100

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Executive Summary

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Economic growth leads to considerable expansion of soft drinks

Romania experienced the highest economic growth in the EU in the second quarter of 2017, as reported through Eurostat. The National Institute of Statistics announced that the GDP grew by 5.

Innovative marketing strategies from top soft drinks players

Coca-Cola HBC Romania has always appealed to Romanian consumers through its emotional advertising, unique promotional videos and diverse range of well-established products. 2017 was a year for further innovation from leading players with the increase in the number of social and cultural events around the country, particularly Romanian music festivals.

Coca-Cola HBC Romania continues to lead soft drinks

Coca-Cola HBC Romania continued to lead most Romanian soft drinks categories, with its most successful products such as Coca-Cola, as carbonates’ popularity continued to grow both in value as well as volume; Cappy with the highest registered growth; Nestea, with high growth in volume over the summer and Illy, the most visible RTD coffee brand. Coca-Cola HBC Romania competes for the overall leading position with Quadrant Amroq Beverages SRL, with the Pepsi brand always enjoying consumer loyalty.

Exotic fruits infuse soft drinks for the summer

Beverages with savoury new aromas and low calorie soft drinks were the focus of companies’ new products for 2017. Among the most popular carbonates, Fanta experienced steady growth and the new Fanta Drango brought to the market an exotic fruits combination of mango and dragon fruit.

Expected growth will lead to better informed consumers

Romania’s economic growth hints to possible significant changes within soft drinks, with consumers becoming increasingly aware of possible harmful ingredients found in these products, which is also evident by their increasing preference for natural beverages. However, the forecast for soft drinks is not only influenced by the changes in consumer preference, but also by the potential legislative regulations, such as adopting the sugar tax, which has been reinforced in some European countries.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks 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 Soft Drinks industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Romania for free:

The Soft Drinks 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Romania?
What are the major brands in Romania?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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, our Soft Drinks market research database.

Want to find out more about this report?

Request more information

Soft Drinks in Romania

EXECUTIVE SUMMARY

Economic growth leads to considerable expansion of soft drinks

Innovative marketing strategies from top soft drinks players

Coca-Cola HBC Romania continues to lead soft drinks

Exotic fruits infuse soft drinks for the summer

Expected growth will lead to better informed consumers

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 31 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Romania

PROSPECTS

Bottled Water in Romania

HEADLINES

PROSPECTS

Aqua Carpatica’s aggressive marketing strategies pay dividends

Social media promotion impacts brand awareness

New Borsec bottle seal to ensure water purity and security

COMPETITIVE LANDSCAPE

Borsec remains leading bottled water brand

Increasing coverage by local brands

CATEGORY DATA

Table 32 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 33 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 34 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 35 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 36 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 38 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Concentrates in Romania

HEADLINES

PROSPECTS

Concentrates rebranded as healthy alternatives

Medicinal concentrates to be distributed in supermarkets

COMPETITIVE LANDSCAPE

Laurul remains the most popular brand in concentrates

Plafar expands its portfolio with new flavours

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 44 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 45 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 46 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 47 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 48 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 49 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 50 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 51 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 52 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 53 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 54 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 55 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 56 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 57 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 58 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 59 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Romania

HEADLINES

PROSPECTS

Monster Energy receives boost in popularity

Energy drinks’ possible harmful ingredients to be discussed by trade associations

COMPETITIVE LANDSCAPE

Monster Energy records high increase in share

Private label gains ground with lower unit prices

CATEGORY DATA

Table 60 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 61 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 62 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 63 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 64 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 65 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 66 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 67 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 68 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 69 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 70 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 71 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Romania

HEADLINES

PROSPECTS

New local juice brand receives enthusiastic welcome

100% juice production still costly and ineffective for Romanian players

COMPETITIVE LANDSCAPE

Coca-Cola HBC Romania leads juice with Cappy

New exotic fruit is a competitive advantage

CATEGORY DATA

Table 72 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 73 Off-trade Sales of Juice by Category: Value 2012-2017
Table 74 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 75 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 76 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 77 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 78 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 79 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 80 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 81 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 82 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 83 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 84 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 85 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 86 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Romania

HEADLINES

PROSPECTS

Distribution may be key to increase RTD coffee consumption

Low sales of RTD coffee may be attributed to vending machines

COMPETITIVE LANDSCAPE

Illy leads RTD coffee

Cafemio remains a steady competitor of Illy

CATEGORY DATA

Table 87 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 88 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 89 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 90 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 91 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 92 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 93 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 94 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 95 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 96 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 97 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 98 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Romania

HEADLINES

PROSPECTS

Rise in temperature proves promising for RTD tea

Coca-Cola HBC Romania to retain licence for producing and distributing Nestea

COMPETITIVE LANDSCAPE

Coca-Cola HBC’s RTD tea is one of its most popular products

New flavours for RTD tea

CATEGORY DATA

Table 99 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 100 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 101 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 102 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 103 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 104 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 105 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 106 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 107 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 108 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 109 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 110 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 111 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Romania

HEADLINES

PROSPECTS

Sports drinks partner football clubs

Athletes may replace sports drinks with healthier alternatives

COMPETITIVE LANDSCAPE

Gatorade preferred as an established brand

Powerade retains second ranking in sports drinks

CATEGORY DATA

Table 112 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 113 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 114 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 115 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 116 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 117 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 118 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 119 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 120 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 121 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 122 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 123 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

Carbonates in Romania

HEADLINES

PROSPECTS

Artificial sweeteners are being replaced with natural alternatives

Coca-Cola HBC Romania promotes new marketing manager

Music festivals give opportunity for innovative marketing strategies

COMPETITIVE LANDSCAPE

Coca-Cola remains leader of carbonates

PepsiCo gains by partnering with Cinema City

Lower marketing budgets impact domestic brands

CATEGORY DATA

Table 124 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 125 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 126 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 127 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 128 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 129 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 130 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 131 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 132 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 133 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 134 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 135 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 136 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 137 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 138 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 139 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 140 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 141 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 142 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 143 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

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Country Report

Soft Drinks in Romania

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Executive Summary

New Report Guarantee

Economic growth leads to considerable expansion of soft drinks

Innovative marketing strategies from top soft drinks players

Coca-Cola HBC Romania continues to lead soft drinks

Exotic fruits infuse soft drinks for the summer

Expected growth will lead to better informed consumers

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Overview

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Table of Contents

Soft Drinks in Romania

EXECUTIVE SUMMARY

Economic growth leads to considerable expansion of soft drinks

Innovative marketing strategies from top soft drinks players

Coca-Cola HBC Romania continues to lead soft drinks

Exotic fruits infuse soft drinks for the summer

Expected growth will lead to better informed consumers

MARKET DATA

Trends

SOURCES

Asian Speciality Drinks in Romania

PROSPECTS

Bottled Water in Romania

HEADLINES

PROSPECTS

Aqua Carpatica’s aggressive marketing strategies pay dividends

Social media promotion impacts brand awareness

New Borsec bottle seal to ensure water purity and security

COMPETITIVE LANDSCAPE

Borsec remains leading bottled water brand

Increasing coverage by local brands

CATEGORY DATA

Concentrates in Romania

HEADLINES

PROSPECTS

Concentrates rebranded as healthy alternatives

Medicinal concentrates to be distributed in supermarkets

COMPETITIVE LANDSCAPE

Laurul remains the most popular brand in concentrates

Plafar expands its portfolio with new flavours

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Romania

HEADLINES

PROSPECTS

Monster Energy receives boost in popularity

Energy drinks’ possible harmful ingredients to be discussed by trade associations

COMPETITIVE LANDSCAPE

Monster Energy records high increase in share

Private label gains ground with lower unit prices

CATEGORY DATA

Juice in Romania

HEADLINES

PROSPECTS

New local juice brand receives enthusiastic welcome

100% juice production still costly and ineffective for Romanian players

COMPETITIVE LANDSCAPE

Coca-Cola HBC Romania leads juice with Cappy

New exotic fruit is a competitive advantage

CATEGORY DATA

RTD Coffee in Romania

HEADLINES

PROSPECTS

Distribution may be key to increase RTD coffee consumption

Low sales of RTD coffee may be attributed to vending machines

COMPETITIVE LANDSCAPE

Illy leads RTD coffee

Cafemio remains a steady competitor of Illy

CATEGORY DATA

RTD Tea in Romania

HEADLINES

PROSPECTS

Rise in temperature proves promising for RTD tea