Sweet Spreads in Romania

PROSPECTS

The health trend is evident in sweet spreads, with organic and lower-sugar varieties increasingly popular

Higher disposable incomes contributed to an upward trend in consumption of healthier sweet spreads, which can be translated into higher contents of natural ingredients. For the younger generation in particular, consumption of sweet spreads was increasingly in line with a healthy lifestyle in 2019.

Honey performs well as a natural product

Honey was the most dynamic sweet spreads category in retail value growth terms in 2019. This performance reflected an ongoing shift in positioning, with rising awareness of the healthy properties of honey increasingly leading Romanians to regard 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.

“Grey” sales of jams and preserves and honey continue to restrict sales of packaged versions

Legitimate sales of jams and honey continue to be negatively affected by a significant grey market in Romania, especially in the case of honey, for which production and sales are influenced by a large number of individual producers. Apart from modern and traditional grocery retailing, where large manufacturers are present and control sales to a great degree, a large number of small entrepreneurs have also developed their sales activities of artisanal fruit and apicultural products from their own production sites.

COMPETITIVE LANDSCAPE

Cream Line Romania continues to lead sweet spreads in 2019

Cream Line Romania continued to lead sweet spreads in value terms in 2019 due to its strong position in chocolate spreads, a category with which its Fineti brand is synonymous for many Romanian consumers thanks to its affordable price, wide distribution via all major channels across the country and strong advertising support.

Apidava continues to lead honey

Apidava maintained its strong lead in honey in 2019 due to its wide range of products and expanding presence in modern grocery retailers. Apidava’s Roua Florilor brand is offered in several varieties, which attracts consumers as this offers more consumption opportunities, from the lower-priced mix of flowers to the more expensive acacia, as well as varieties which are just emerging and following the developing trend towards sophistication, such as raspberry, shepherd’s thyme and manna.

Domestic producers characterise sweet spreads

Domestic producers continued to characterise sweet spreads in 2019. The major presence of international companies was in chocolate spreads, with Cream Line Romania and Ferrero Romania, while domestic players led honey and jams and preserves.

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