Unprecedented public and private sector salary growth, as well as further cuts in VAT in 2016 and 2017, have increased consumer spending power and fuelled sales of spreads, particularly within honey, with up-trading becoming the dominant trend across food product areas.
Cream Line Romania, the owner of the Fineti chocolate spread, led sales in 2017, posting a value share of 18%. However, while sales are growing, the company’s grip of spread sales is slowly declining, with honey and jam manufacturers gaining momentum.
Up-trading is expected to be the dominant trend in spreads, with the highlighting of nutritional credentials spearheading marketing and product development, as the bulk of consumption flows towards traditional flavours like strawberries and apricots. Exotic flavours, like orange and ginger are expected to become more popular and fuel value sales, although demand will remain relatively low. While rising demand for convenience is expected to fuel jams and preserves sales, increasing focus on high quality home cooking is likely to challenge high end product sales and temper this development, with the naturalness trend being particularly threatening to industrial jams and chocolate spreads.
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This industry report originates from Passport, our Packaged Food market research database.