Tea in Romania

PROSPECTS

Change of perception boosts volume sales of tea

Tea is perceived by Romanians as a product for treating colds. This perception is however slowly changing and this is expected to have a positive impact over the forecast period.

Diversity and availability increase awareness

Consumers are becoming more sophisticated and interested in learning about the products they are consuming and are more willing to spend time educating themselves about the benefits of particular products. The growing number of new products, flavours and combinations of plants, together with their increasing availability in modern grocery retailers, is expected to continue to increase consumers’ attention towards the benefits of tea in the context of the healthy lifestyle trend.

Expansion of organic shops and word-of-mouth recommendations support sales

The perceptions of tea are just beginning to change in Romania and manufacturers are yet to be convinced that traditional TV advertising is the best option for tea. Consumers of these products tend to look for more reliable advice.

COMPETITIVE LANDSCAPE

Laboratoarele Fares Biovital leads tea

Laboratoarele Fares Biovital has a long tradition in Romania. Despite this, it keeps up with the changing trends and consumer behaviour, which has enabled it to maintain its leading position in tea.

Societatea Nationala Plafar focuses on health benefits

Societatea Nationala Plafar, a domestic producer, is focusing its attention on the healthy lifestyle trend in Romania. Offering a wide selection of fruit/herbal tea and medicinal tea, the company is positioning itself as a traditional manufacturer, focusing its marketing campaigns in 2018 on the celebration of the 100 year anniversaries of Romania and the company.

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