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Soft Drinks in Romania
January 2022
Soft drinks in 2021: The big picture
The performance recorded in Romania’s soft drinks industry in 2021 represented an improvement on 2020, a year when sales in all categories of soft drinks were under pressure due to the impact of the COVID-19 pandemic. The main reason for the improvement in sales was the recovery seen in on-trade sales, in turn a reflection of the reopening of Romania’s hospitality sector after many months of social distancing regulations made it impossible for foodservice establishments to operate at full capacity.
2021 key trends
Romanian consumers are becoming more sophisticated and informed about the products they purchase and this has been one of the most influential background trends across the soft drinks industry for some years. Consequently, premiumisation has emerged as one of the key trends impacting most categories of soft drinks in Romania as consumers looking for something interesting and indulgent have become increasingly prepared to spend more for value-added products and brands with a premium positioning.
Strong international brands reign supreme as smaller local rivals step up their efforts
At the end of the review period, sales of soft drinks in Romania remained dominated by major international brands, with the global leaders in soft drinks operating in Romania via partnerships with local bottlers. These leading international brands frequently engage in aggressive marketing campaigns, while they also rely on constant innovation and the regular launch of new products to maintain their appeal for consumers.
Modern retailers dominate
Chained modern grocery retailers remained the key retail distribution channel for soft drinks in Romania during 2021. Furthermore, modern grocery retailers was the standout performer in the store-based distribution of soft drinks during both 2020 and 2021, with such outlets considered safer than traditional grocers from a hygiene viewpoint.
Foodservice vs retail split
2021 marked saw a strong recovery for on-trade sales of soft drinks and this is mainly due to an easing of the social distancing regulations that were put in place in 2020 and which placed restrictions on the ability of on-trade outlets to operate at full capacity. With foodservice establishments more or less fully available once again by the end of the second quarter of 2021, most consumers gradually returned to their previous socialising habits, which meant that they were more likely to go out and spend time in bars, cafés and restaurants than during 2020.
What next for soft drinks?
The main trends that defined sales of soft drinks towards the end of the review period are expected to remain in effect during the forecast period as well. In particular, premiumisation is expected to advance in all categories, with consumers increasingly willing to spend more for value-added products and premium brands that promise a more interesting and indulgent soft drinks experience.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in Romania report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Romania?
To what extent are health considerations impacting consumption of Soft Drinks in Romania?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Romania?
Which are the leading brands in Soft Drinks in Romania?
What potential exists for multinational or domestic soft drinks companies to expand in Romania?
How are products distributed in Soft Drinks in Romania?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Soft Drinks in Romania
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Strong international brands reign supreme as smaller local rivals step up their efforts
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Romania
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Concerns over excessive sugar consumption negatively impact sales of carbonates
Brand owners increasingly likely to become involved in sustainable practices
A redesign and relaunch for brands offered by The Coca-Cola Co
PROSPECTS AND OPPORTUNITIES
Rising preference for low calorie and sugar-free carbonates to define sales trends
New flavours expected to emerge in response to more diverse consumer demand
Private label to gain ground as quality improves and spending comes under pressure
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Juice in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Juice brands benefit as Romanians become more attracted to healthy beverages
Consumers gravitating towards smaller local manufacturers and less known brands
Juice packaging experiencing a dynamic evolution as consumers demand more
PROSPECTS AND OPPORTUNITIES
Room for more information about juice to help consumer make informed choices
100% juice to continue leading growth as soon as demand healthier products
Online sales of juice set to increase as e-commerce continues to boom
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021Table 54 Off-trade Sales of Juice by Category: Value 2016-2021Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bottled water continues to grow as consumers focus spending on essential products
Rising preference for mineral water as informed consumers look for healthier options
Premiumisation emerges strongly as a key trend in bottled water
PROSPECTS AND OPPORTUNITIES
Flavoured bottled water slated for strong growth as the category continues to evolve
New state-owned brand set to enter the category, likely resulting in major changes
An optimistic outlook for the recovery of foodservice sales of bottled water
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
A partial recovery for sports drinks as positive growth returns to the category
Large international brands continue to dominate sales of sports drinks
Internet retailing continues to grow in importance for the distribution of sports drinks
PROSPECTS AND OPPORTUNITIES
Consumers becoming more physically active to present opportunities to sports drinks
A greater focus on innovation expected to support value sales growth
Sports drinks to face stronger competition from other types of functional soft drinks
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
The year of recovery for energy drinks
Recovery of demand motivates category players to launch new flavours
A more targeted approach deemed essential for a particularly strong performance
PROSPECTS AND OPPORTUNITIES
Good prospects for energy drinks as demand set to widen and increase
Some hurdles ahead for energy drinks as consumers turn away from sugar, caffeine
Aggressive marketing to remain a feature of energy drinks during the forecast period
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Moderate growth in 2021 as consumers turn to concentrates in search of economy
Local players gain a bigger share of category sales
Rising online sales of concentrates as consumers increasingly turn to e-commerce
PROSPECTS AND OPPORTUNITIES
Concentrates set to face stiffer competition from other categories of soft drinks
Liquid concentrates to outperform powder concentrates as quality prioritised over value
Private label to remain a major player in liquid concentrates
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
RTD tea struggles as its health and wellness positioning is undermined
New flavours are launched in a bid to widen demand and support sales growth
Lipton remains a key innovator in RTD tea in terms of marketing and packaging
PROSPECTS AND OPPORTUNITIES
Rising sales expected over the forecast period as the appeal of RTD tea expands
Reduced sugar RTD tea to emerge strongly within the health and wellness context
Good prospects for private label as the consumer base for RTD tea expands
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
A complete recovery for RTD coffee in 2021 as the category rebounds robustly
Innovation a major feature of RTD coffee as brands look to offer unique selling points
Growing availability of RTD coffee across Romania a crucial support for sales growth
PROSPECTS AND OPPORTUNITIES
A positive performance expected for RTD coffee during the forecast period
Innovation and new product development set to continue supporting sales growth
Strong potential for further development of private label RTD coffee
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included: