Sweet Spreads in Romania

PROSPECTS

Premiumisation trend continues to gain momentum

Rising incomes and increased health-consciousness continued to strengthen demand for more sophisticated and premium sweet spreads with a high content of natural ingredients in Romania in 2018. These included products with no added sugar, organic variants and gourmet-type options, as well as products that are made from a mix of different fruits or combine nuts or fruits with honey.

Honey is the fastest growing category in value terms

Honey was the most dynamic sweet spreads category in current value growth terms in 2018. This performance reflected an ongoing shift in positioning, with rising awareness of the healthy properties of honey increasingly leading Romanians to see it as a natural alternative to sugar and a dessert in its own right, as opposed to simply a breakfast food or an ingredient used to prepare a limited number of sweet dishes.

Demand for artisanal honey and jams remains strong in Romania

Production of artisanal jams and preserves and honey is significant in Romania, and such products remain very popular among local consumers. In addition to being distributed through some modern and traditional grocery retailers outlets, artisanal varieties are also sold directly by small producers via their own farms or open markets, particularly in rural areas.

COMPETITIVE LANDSCAPE

Cream Line continues to lead sweet spreads in 2018

Cream Line Romania continued to lead sweet spreads in value terms in 2018. This was due to its dominant position in chocolate spreads, a category with which its Fineti brand is synonymous for many Romanian consumers thanks to its affordable price and wide distribution via all major channels across the country.

Competitive environment remains fragmented in jams preserves and honey

Jams and preserves and honey remained quite fragmented in Romania in 2018, with a large number of players competing in both categories. Both were mainly represented by domestic companies, including regional producers with long traditions.

Maspex set to acquire the Raureni brand

As of mid-2018, Maspex Romania SRL, part of Maspex Wadowice Grupa, was close to finalising its acquisition of Annabella Fabrica de Conserve Raureni SRL, producer of the Raureni jams and preserves brand. This acquisition will help Maspex to consolidate its business in Romania, where it already competes in savoury snacks and shelf stable processed fruit and vegetables, and holds a significant position in soft drinks.

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