No products
More info
The emerging health and wellness trend in Romania gathered pace in 2020. The onset of the COVID-19 pandemic came to influence Romanians' lifestyle decisions, leading many consumers to seek out products to boost their immune system and wellbeing. As a result, vitamin water, FF fruit/herbal tea and naturally healthy superfruit juice saw much greater demand.
Euromonitor International's Health and Wellness in Romania report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Increased health consciousness draws more consumers to beverages with reduced caffeine and sugar
COVID-19 fears benefit e-commerce retailers
Premium brand extensions provide the only choice in hot drinks
RECOVERY AND OPPORTUNITIES
Low sugar brand extensions to take share from regular soft drinks
Consumer demand to drive volume growth of Better For You beverages in the on-trade
Aging population to rely more on reduced caffeine coffee
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Functional bottled water appealing more to younger consumers
Vitamin waters piquing the interest of curious consumers
Worries relating to COVID-19 drive sales of tea that support people's wellbeing
RECOVERY AND OPPORTUNITIES
Health and wellness trend and COVID-19 concerns to support growth of fortified/functional tea
Profile of vitamin and alkaline waters to grow with wider promotion
New product launches to support strong retail growth
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Search for products that boost the immune system lead consumers to green tea
Evolving tastes fuel retail purchases of flavoured bottled water and superfruit juice
Consumers welcome addition of NH beverages to e-commerce channels
RECOVERY AND OPPORTUNITIES
Inka to gain share as a cheaper and healthier alternative to coffee
Recovery of tea houses to drive growth of tea with health benefits
Growing demand for naturally healthy beverages to boost both premium and private label brands
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2015-2020 Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 37 Distribution of NH Beverages by Format: % Value 2015-2020 Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic polarises consumption of organic fresh coffee
Private label drives current value growth in organic beverages
Organic 100% juice continues to attract health conscious consumers
RECOVERY AND OPPORTUNITIES
Development of organic products to be driven by private label
Locally-produced organic products to become trendier
Demand for cold pressed juice to grow with more widespread marketing
CATEGORY DATA
Table 40 Sales of Organic Beverages by Category: Value 2015-2020 Table 41 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 43 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 44 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 45 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 46 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased focus on health prompt more consumers to switch to BFY packaged food
Lockdown brings about sharp decline in sugar free gum and reduced fat yoghurt
Increase in home cooking leads consumers to limit their salt intake
RECOVERY AND OPPORTUNITIES
Increasing awareness and visibility to drive retail sales
No added sugar brand extensions to drive growth of a range of categories
Consumers to keep choosing full-fat options
CATEGORY DATA
Table 47 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 51 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 53 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Free from products come to the fore as consumers take greater care of their health
Affordable prices help gluten and lactose free products to stay in demand
Increased home working leads to surge in demand for free from gluten pasta
RECOVERY AND OPPORTUNITIES
Post-COVID-19 lifestyles to fuel demand for free from products
Development of free from food to rely on winning new consumers
Free from gluten and free from lactose brands to be repositioned as mainstream products
CATEGORY DATA
Table 54 Sales of Free From by Category: Value 2015-2020 Table 55 Sales of Free From by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Free From: % Value 2016-2020 Table 57 LBN Brand Shares of Free From: % Value 2017-2020 Table 58 Distribution of Free From by Format: % Value 2015-2020 Table 59 Forecast Sales of Free From by Category: Value 2020-2025 Table 60 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers turn to fortified/functional products to ward off COVID-19
Fears of COVID-19 lead consumers to think about their digestive health
Development of fortified/functional packaged food now reaches all age groups
RECOVERY AND OPPORTUNITIES
Pandemic stress to drive demand for products that help the heart
Activia to drive further growth of probiotic yoghurt
Fortified/functional packaged food to be increasingly marketed to the elderly
CATEGORY DATA
Table 61 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 72 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 73 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Urban consumers turn to NH packaged food to combat stress of COVID-19
Growing influence of nutritionists raises profile of NH high fibre bread and biscuits
Consumers forced to switch back to branded honey
RECOVERY AND OPPORTUNITIES
Naturally healthy packaged food to stay in demand with urban consumers
Consumers to add NH high fibre food to their diets as a strategy for weight management
Current value growth in honey to come from premium artisan varieties
CATEGORY DATA
Table 76 Sales of NH Packaged Food by Category: Value 2015-2020 Table 77 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 79 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 80 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 81 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 82 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Switch from farm shops to supermarkets helps growth of organic packaged food to accelerate
Retail chains invest in dedicated organic aisles in their supermarkets
FrieslandCampina Romania continues to lead by example in organic dairy
RECOVERY AND OPPORTUNITIES
Polarisation of organic segments to favour private label in particular
Return of farm shops to have negative impact on organic packaged food
Organic honey and jam to tap into the burgeoning health and wellness trend
CATEGORY DATA
Table 83 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 85 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 87 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025