Sweet Biscuits, Snack Bars and Fruit Snacks in Romania

PROSPECTS

Higher incomes support an upward trend to sophistication

Volume growth in 2018 was the result of the increasing perception of the products as snacks on the go, desserts or breakfast replacement. The value growth was the consequence of the premiumisation of the offer, fuelled by higher incomes.

Filled biscuits accounts for the highest value share

The top ranking of filled biscuits is the result of the performance of sandwich biscuits, benefiting from traditional consumption and a significant presence since Communist times. The recognition and decades-long popularity of the brand Eugenia largely accounts for the high category sales.

Plain biscuits seeing the fastest growth

Plain biscuits saw the strongest value growth in 2018, slightly faster than that of filled biscuits. Digestive biscuits were behind this dynamism as they are suitable to be consumed at breakfast or as a snack on the go, with a slow energy release over the course of the day.

COMPETITIVE LANDSCAPE

Mondelez Romania retains the leadership

Mondelez Romania led the category in 2018, largely due to the strength of its brands Oreo, Belvita and Milka. Heavy advertising campaigns on behalf of the flagship brands, perceived high product quality and visibility on shelves across all the channels are behind its leadership.

International companies outrank domestic players

International players led the category in 2018. The advantage of the international companies comes from the positioning of the brands, more towards premium in the case of international companies and more towards standard and economy in the case of domestic companies.

Private label tracks the expansion of modern retailing

Private label is maintaining a strong position in sweet biscuits due to the rapid expansion of modern retailers in the country. Beyond standard and economy brands, private label is also a main beneficiary of the switch from unpackaged biscuits to affordable packaged versions.

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