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Country Report

Soft Drinks in

Soft Drinks in Romania

Dec 2019

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Executive Summary

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Growth continues, with smaller packs coming to the fore

In 2019, soft drinks continued to record healthy off-trade volume growth and even higher off-trade current value growth, although there were strong discrepancies between the urban and rural populations in terms of expenditure and brand/category preference. A combination of factors was behind the strong current value growth in the final year of the review period.

Health trend boosts sales of certain categories and variants

The healthy living trend was a major influence on soft drinks in 2019, which was seen not only in terms of consumer behaviour, but also in the marketing strategies adopted by players. New products appeared in particular in juice, RTD tea and carbonates, with a focus on reduced calories, reduced sugar, the use of natural sweeteners and added vitamins.

Coca-Cola HBC Romania extends its lead with new launches

In soft drinks, trends are dictated by big industrial producers. Coca-Cola HBC Romania remained the leader in off-trade value terms in 2019, and continued to increase its share, partly because of the launch of Fuze Tea in 2018, which proved to be successful.

Move to smaller pack sizes due to health and convenience trends

The wealthier local population is also aiming to be healthier, which is translating into smaller packaging units for soft drinks. For carbonates, RTD tea and some types of juice, the main reason that small packaging is preferred is due to greater consumer education and the increasing perception that such products are not good for the health.

Growth expected to continue, with varied category performances

Soft drinks is expected to continue to see off-trade volume growth in the forecast period, although slightly slower than that seen during the review period. Off-trade value growth is expected to remain even higher, however; close to the rate seen during the review period, due to both inflation and the move towards more premium products.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

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Soft Drinks in Romania

EXECUTIVE SUMMARY

Growth continues, with smaller packs coming to the fore

Health trend boosts sales of certain categories and variants

Coca-Cola HBC Romania extends its lead with new launches

Move to smaller pack sizes due to health and convenience trends

Growth expected to continue, with varied category performances

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
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 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

APPENDIX

Fountain sales in Romania

Trends

SOURCES

Summary 1 Research Sources

Bottled Water in Romania

HEADLINES

PROSPECTS

Still bottled water continues to grow faster than carbonated

Private label and functional water make their presence felt

Soft drivers boost volume sales

COMPETITIVE LANDSCAPE

Romaqua Group remains very strong in carbonated bottled water

Carpathian Springs sets new trends in bottled water

Coca-Cola HBC Romania’s distribution contracts boost sales

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Romania

HEADLINES

PROSPECTS

Healthy living trend hampers growth in carbonates

Maturity slows volume growth, but promotions drive sales

Positive impact of impulse and on-the-go purchases

COMPETITIVE LANDSCAPE

Coca-Cola remains the clear leader thanks to wide availability

Quadrant-Amroq Beverages sees rising consumer awareness

European Drinks is a local company competing with international players

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 55 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 56 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 57 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 58 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 59 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 60 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 61 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Romania

HEADLINES

PROSPECTS

Wider availability helps to fight home production of concentrates

Liquid concentrates preferred due to their natural perception

Preference for convenient RTD products hampers growth

COMPETITIVE LANDSCAPE

Its long history helps Laurul maintain its lead

Private label growth in concentrates due to modern retail expansion

Lack of interest in entering concentrates

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 66 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 68 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 69 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 70 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 71 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 72 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Romania

HEADLINES

PROSPECTS

Legislative measures set to shape energy drinks in the forecast period

Wide availability makes energy drinks an alternative to carbonates

On-trade growth maintained by the cocktail trend

COMPETITIVE LANDSCAPE

Red Bull’s premium image maintains its lead in value terms

Hell Energy remains the volume leader thanks to promotion

Private label maintains a strong footprint in energy drinks

CATEGORY DATA

Table 84 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 85 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 86 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 87 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 88 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 89 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 90 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 91 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 92 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 93 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 94 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 95 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Romania

HEADLINES

PROSPECTS

Premiumisation shapes the performance of juice

Natural perception of juice helps sustain consumption

Promotions boost sales, especially those geared towards children

COMPETITIVE LANDSCAPE

Leader Coca-Cola HBC launches juice drinks fortified with vitamins

Tymbark offers packaging innovation in juice

Quadrant-Amroq Beverages focuses on on-trade penetration

CATEGORY DATA

Table 96 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 97 Off-trade Sales of Juice by Category: Value 2014-2019
Table 98 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 99 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 100 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 101 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 102 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 103 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 104 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 105 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 106 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 107 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 108 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 109 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 110 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Romania

HEADLINES

PROSPECTS

Romanians are not fond of cold coffee

Plus points for being an on-the-go product

Lack of product variety and availability could hamper volume growth

COMPETITIVE LANDSCAPE

Coca-Cola maintains its lead with impulse sales at checkouts

Rauch Romania uses diversity to consolidate its second position

High prices of brands hamper growth

CATEGORY DATA

Table 111 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 112 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 113 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 114 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 115 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 116 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 117 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 118 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 119 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 120 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 121 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 122 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024

RTD Tea in Romania

HEADLINES

PROSPECTS

Volume sales see renewed growth due to promotion

Smaller pack sizes most popular, due to busy lives and the health trend

Lifestyle trends could lead to reduced sugar launches

COMPETITIVE LANDSCAPE

Coca-Cola HBC continues to see growth for recent launch Fuze Tea

New flavours and marketing change consumers’ perception of RTD tea

Quadrant-Amroq Beverages bets on the Lipton brand

CATEGORY DATA

Table 123 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 124 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Romania

HEADLINES

PROSPECTS

More consumers follow healthy lifestyles, having a strong impact

Limited variety and availability of products works against the category

Per capita GDP on the rise but target consumer group is limited

COMPETITIVE LANDSCAPE

Quadrant-Amroq Beverages dominates due to wide availability

Powerade from Coca-Cola HBC focuses on online campaigns

Entry of significant new players unlikely

CATEGORY DATA

Table 136 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 137 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 138 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 139 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 140 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 141 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 142 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 143 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 144 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 145 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 146 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 147 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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Megatrends

Country Report

Soft Drinks in Romania

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Executive Summary

New Report Guarantee

Growth continues, with smaller packs coming to the fore

Health trend boosts sales of certain categories and variants

Coca-Cola HBC Romania extends its lead with new launches

Move to smaller pack sizes due to health and convenience trends

Growth expected to continue, with varied category performances

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Table of Contents

Soft Drinks in Romania

EXECUTIVE SUMMARY

Growth continues, with smaller packs coming to the fore

Health trend boosts sales of certain categories and variants

Coca-Cola HBC Romania extends its lead with new launches

Move to smaller pack sizes due to health and convenience trends

Growth expected to continue, with varied category performances

MARKET DATA

APPENDIX

Fountain sales in Romania

Trends

SOURCES

Bottled Water in Romania

HEADLINES

PROSPECTS

Still bottled water continues to grow faster than carbonated

Private label and functional water make their presence felt

Soft drivers boost volume sales

COMPETITIVE LANDSCAPE

Romaqua Group remains very strong in carbonated bottled water

Carpathian Springs sets new trends in bottled water

Coca-Cola HBC Romania’s distribution contracts boost sales

CATEGORY DATA

Carbonates in Romania

HEADLINES

PROSPECTS

Healthy living trend hampers growth in carbonates

Maturity slows volume growth, but promotions drive sales

Positive impact of impulse and on-the-go purchases

COMPETITIVE LANDSCAPE

Coca-Cola remains the clear leader thanks to wide availability

Quadrant-Amroq Beverages sees rising consumer awareness

European Drinks is a local company competing with international players

CATEGORY DATA

Concentrates in Romania

HEADLINES

PROSPECTS

Wider availability helps to fight home production of concentrates

Liquid concentrates preferred due to their natural perception

Preference for convenient RTD products hampers growth

COMPETITIVE LANDSCAPE

Its long history helps Laurul maintain its lead

Private label growth in concentrates due to modern retail expansion

Lack of interest in entering concentrates

CATEGORY DATA

Concentrates conversions

Energy Drinks in Romania

HEADLINES

PROSPECTS

Legislative measures set to shape energy drinks in the forecast period

Wide availability makes energy drinks an alternative to carbonates

On-trade growth maintained by the cocktail trend

COMPETITIVE LANDSCAPE

Red Bull’s premium image maintains its lead in value terms

Hell Energy remains the volume leader thanks to promotion

Private label maintains a strong footprint in energy drinks

CATEGORY DATA

Juice in Romania

HEADLINES

PROSPECTS

Premiumisation shapes the performance of juice

Natural perception of juice helps sustain consumption

Promotions boost sales, especially those geared towards children