Romania Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Romania beer industry. Researched and published by Canadean. 

Introduction and Landscape

Why was the report written?

This report comprises high level market research data on the Romania beer industry, published by Canadean. The report covers the total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. 

What is the current market landscape and what is changing?
After a short period of trying to function normally, before the economic crisis began in 2009, most producers have realised that the crisis is a long-lasting state that they can no longer deny or ignore.

What are the key drivers behind recent market changes?
The Romanian beer market, as well as most other food industries, has suffered from the impact of the economic crisis and decline of purchasing power in the past few years.

What makes this report unique and essential to read?
The Romania Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Romania Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, superpremium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for ten major brewers.
  • This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues
  • Due to increasing competition within markets, many producers have been forced to sell their brands at a lower price per pack, or in larger packs for the same price as the smaller ones.
  • Imported hops, malt, other raw materials and PET granules were not only more expensive due to a global increase in prices, but for local producers, imports suffered due to the local currency devaluation.
  • One of the most serious problems producers faced was in regards to collecting trade debt, with many wholesalers and distributors delaying payments until well beyond debt maturity or worse, becoming insolvent and unable to repay the amount at all.
  • From the consumers' perspective, the economic crisis was particularly worrying as significant income cuts and the increasing unemployment rate began at a point where the average income of Romania was already the second lowest in Europe.
  • Most producers admit that marketing budgets are directly related to sales performance, but in a market where price is the most important driver, many brands have reduced innovation, preferring to push sales through price promotions.

Key Highlights
  • In 2011 brewers benefitted from the unexpectedly favourable weather; the summer extending until late in September, and the beginning of October, with temperatures exceeding the norm.
  • Overall the industry ended the year with very slight growth, but not all brewers gained equal share from this chance. Of the four big international brewers, Heineken benefitted the most as it was not only the most innovative brand, but also invested the most in marketing activities.
  • After the unexpected end to the consumption decline in 2011, mainly driven by the long hot summer, 2012could be the confirmation of the market recovery. In spite of a poor first quarter, quarter 2 temperatures exceeded the average for the period, and the weather forecast for a very hot summer, the UEFAEuropean Football Championship and the Olympic Games, are expected to confirm the recovery trend initiated in the second part of 2011.
  • The increasing availability of affordable beers under PLs and strong local brands, such as Bucegi, GoldenBrau, Timisoreana and Bergenbier, as well as the trendy unfiltered beers, are expected to contribute to the slow market recovery.