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The Romanian government was one of the first in Europe to impose social distancing measures. With a lockdown in place and cafes, restaurants and non-grocery stores closed, soft drinks sales were negatively affected to varying degrees, with on-trade channels clearly being hit harder than off-trade. Soft drinks which are deemed to be healthy (such as bottled water, especially fortified water, and juice) are faring better than those with a negative health perception, such as those with a high sugar...
Euromonitor International's Soft Drinks in Romania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2015-2019), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2024 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Soft Drinks 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 soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025APPENDIX
Fountain sales in Romania
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Concentrates sees competition from healthier drinks, as health and wellness trends are enhanced by COVID-19
Home production poses another ongoing challenge to concentrates
Laurul maintains its strong lead thanks to high brand trust with consumers, as private labels also continue to be significant in concentrates
RECOVERY AND OPPORTUNITIES
Liquid concentrates set to outperform powder due to perceptions of quality
Product innovation set to become an increasingly important strategy
Concentrates set to become increasingly prevalent in online channels
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 33 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 34 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 35 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 36 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 37 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020 Table 38 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020 Table 39 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 40 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 41 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 42 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 43 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 44 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 45 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 46 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 47 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 48 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 49 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 50 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
RTD tea sees declines due to foodservice closures as a result of COVID-19
Strong promotions, acquisitions and new product developments look set to bolster category moving forward
Coca-Cola maintains lead with Fuze Tea, but the second-placed Lipton brand
becomes more competitive
RECOVERY AND OPPORTUNITIES
Low/no sugar variants expected to increase in popularity, in response to consumer concerns about sugar content
Lipton starts rPET trend with the first 100% recyclable bottles in Romania
Sales of RTD tea increase in online channels
CATEGORY DATA
Table 51 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 52 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 53 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 54 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 55 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 56 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 57 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 58 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 59 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 60 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 61 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 62 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 63 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Loss of out-of-home consumption opportunities create declines in RTD coffee
Historical challenges remain, but future opportunities also appear
Coca-Cola maintains its significant lead in RTD coffee, but needs to seek new promotional strategies to continue gaining shares
RECOVERY AND OPPORTUNITIES
Opportunities for good growth potential with ongoing new product developments
A return to on-the-go lifestyles will boost demand for RTD coffee
High-quality, vegan and low/no sugar variants expected over forecast period
CATEGORY DATA
Table 64 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 65 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 66 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 67 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 68 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 69 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 70 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 71 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 72 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 73 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 74 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 75 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Carbonates faces challenges from ongoing health and wellness trends, which are being enhanced by COVID-19
Trend for speciality and craft beverages drives innovation in flavours in carbonates
Coca-Cola maintains unchallenged lead, while private label players continue to see strong growth
RECOVERY AND OPPORTUNITIES
Health and wellness trends, plus higher excise on high-sugar drinks, set to drive innovation in sugar-free variants
Carbonates to face continuing challenges from health and wellness trends over the forecast period
E-commerce set to be an increasingly popular channel for sales of carbonates
CATEGORY DATA
Table 76 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 77 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 78 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 79 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 80 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 81 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 82 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 83 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 84 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020 Table 85 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020 Table 86 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020 Table 87 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 88 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 89 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 90 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 91 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 92 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 93 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 94 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 95 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025 Table 96 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Juice sees overall declines, with not from concentrate 100% juice maintaining its healthy growth thanks to health and wellness trends enhanced by COVID-19
Increasing consumer sophistication leads to diversification in juice flavours
Coca-Cola maintains lead in juice, thanks to ongoing innovations to meet the latest trends
RECOVERY AND OPPORTUNITIES
Health and wellness trend set to drive innovations and heighten competition with new brands emerging
Local players set to expand capacity, giving Tymbark a stronger competitive advantage towards Coca-Cola
More small domestic players expected to emerge in 100% juice and nectars over the forecast period
CATEGORY DATA
Table 97 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 98 Off-trade Sales of Juice by Category: Value 2015-2020 Table 99 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 100 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 101 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 102 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 103 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 104 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 105 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 106 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 107 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 108 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 109 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 110 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 111 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Bottled water maintains its positive growth, further boosted by enhanced health and wellbeing trends due to COVID-19
Specialised bottled water for children and diversification in packaging driving development trends
Domestic players lead bottled water, as Corporate Social Responsibility drives become of increasingly high importance
RECOVERY AND OPPORTUNITIES
Rich local resources give domestic players a competitive advantage, with infrastructure improvements and further investments expected
Further consumer education needed, with a potential threat from in-home water filters
Bottled water to become increasingly competitive, with stronger online advertising expected
CATEGORY DATA
Table 112 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 113 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 114 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 115 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 116 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 117 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 118 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 119 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 120 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 121 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 122 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 123 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sports drinks sees declines due to consumers being less physically active as a result of COVID-19
Limited brands and lack of consumer education continue to restrict growth in sports drinks
Sports drinks remains consolidated with only two noted players and Gatorade holding a significant lead
RECOVERY AND OPPORTUNITIES
Health and wellness trends place additional pressure on sports drinks, with sugar-free variants expected to emerge
Rising popularity of functional water becomes strong competition for sports drinks
A return to sporting activities will give category a boost over the longer term
CATEGORY DATA
Table 124 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 125 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 126 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 127 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 128 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 129 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 130 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 131 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 132 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 133 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 134 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 135 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Private label brands perform well in 2020, due to lower prices befitting price-sensitive consumers
New product launches to meet increasingly sophisticated consumer tastes
Hell Energy maintains its top place thanks to strong promotions and "healthier" positioning
RECOVERY AND OPPORTUNITIES
Slow recovery for energy drinks due to foodservice and social restrictions created by COVID-19
New product developments to remain high over the forecast period, with competition set to increase
Health and wellness trend poses a challenge to high-sugar drinks
CATEGORY DATA
Table 136 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 137 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 138 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 139 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 140 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 141 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 142 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 143 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 144 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 145 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 146 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 147 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025