Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Romania beverage market
Introduction and Landscape
Why was the report written?
In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator
What is the current market landscape and what is changing?
Soft drinks and beer were even more affected by the cool rainy summer, with the usual peak season transformed into a period of damage limitation. Access to consumer loans for the population continues to be difficult and disposable income shrinks further.
What are the key drivers behind recent market changes?
Although macro-indicators show a positive development in the economy (forecasts up to +2% for full-year GDP), it has clearly not generated additional disposable income for consumption, as the growth relies mainly on exports and agriculture.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Romania beverage industry and want more detail and analysis on this data. Canadean's Romania Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments
Key Features and Benefits
- Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
- An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements.
- Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
- Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
- Focus on Functional Soft Drinks and Healthy Innovation
Key Market Issues
- Population savings have increased, suggesting that many Romanians have become more cautious about the future and thrifty when it comes to the daily spend
- The weather in Q3 could have counterbalanced in part the lower purchasing power, although this would have only been possible if it was hot and dry. However, it was the opposite
- With regards to packaging trends in Q3, single-serve packaged water variants have not witnessed the usual boost during the hot season, as on-premise and 'on the go' consumption failed to reach 2012 levels
- Supposedly the peak quarter, beer suffered a severe drop in Q3, with the dynamic beer mixes segment unable to support the category due to its limited size
- Hot tea demonstrated its potential for growth, with its positive performance even during hard times for consumers. Nevertheless, the quarterly growth remains minor, almost flat, as in the previous quarters
- The key players are heavily promoting the fact that bulk/HOD water offers a much more attractive price per litre than packaged water and is more convenient for consumers, given the delivery of the product
- The chilled white milk segment remained on a slight uptrend, favoured by price sensitive consumers; there has been an extended offering of low-priced products that act as a buffer against deteriorating purchasing power
- Cultured dairy drinks was largely driven by its perception as a healthy beverage; something which Romanians are increasingly looking towards
- Instant coffee seems more dynamic than the market average, with its share estimated to have reached 10% as a result of impressive performances over the past two years
- Some local wine producers expect at least a 15% growth of production, which will create opportunities for sales to grow in the next months