Soft Drinks in Romania

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Romania report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Romania?
  • To what extent are health considerations impacting consumption of Soft Drinks in Romania?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Romania?
  • Which are the leading brands in Soft Drinks in Romania?
  • What potential exists for multinational or domestic soft drinks companies to expand in Romania?
  • How are products distributed in Soft Drinks in Romania?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Romania

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in Romania

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Romania

KEY DATA FINDINGS

Decelerating growth for bottled water as prices increase and consumers trade down
Ongoing diversification in packaging as on-the-go consumption increases
Functional and flavoured water drive growth as consumer interest in novelties rises
Players focus on specific, sophisticated products within bottled water
Local players aim to become a regional force over the forecast period
E-commerce will become more relevant as a convenient way to bulk order bottled water
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 34 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Romania

KEY DATA FINDINGS

Declining performance as interest in health and wellness rises
Players focus on flavour innovations to attract new consumers to carbonates
Brand owners focus on appealing to Generation Z consumers
Decreasing popularity for carbonates as consumers migrate to healthier options
Carbonates players focus on eco-friendly initiatives across the forecast period
Good prospects for reduced sugar carbonates as cheaper prices drive sales
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 49 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 50 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Romania

KEY DATA FINDINGS

Stagnation for the concentrates landscape as inflation challenges sales
Liquid concentrates benefit from strong tradition in the country
E-commerce sales grow as online shopping becomes increasingly relevant
Declining sales as consumers migrate to health-focused options
Higher demand for sports-centric powder concentrates boosted by health trends
Premiumisation of concentrates to drive value growth over the forecast period
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 66 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 67 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Romania

KEY DATA FINDINGS

Juice drives growth as a variety of packaging and flavours launch on the landscape
Increasingly high appetite for products that offer added health benefits
Flavour innovations and co-branding boost sales of juice in 2023
Bright future for juice in Romania as 100% juice benefits from rising health trends
Strong growth for online retail as smaller brands appear across e-commerce
Consumers gravitate towards smaller local manufacturers and private label
Table 80 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 81 Off-trade Sales of Juice by Category: Value 2018-2023
Table 82 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 83 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 85 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 86 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 87 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 88 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 89 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 90 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 91 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Romania

KEY DATA FINDINGS

High appetite for RTD coffee driven by novelty and on-the-go consumption
Competition intensifies with international players and private label expanding
Emerging hybrid products and niche offerings drive off-trade volume sales
Double-digit volume growth, driven by premiumisation and niche offerings
Improving distribution is key for the expansion of RTD coffee
Strong potential for further development of private label RTD coffee
Table 92 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 93 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 94 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 95 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 98 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 99 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 100 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 101 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 102 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 103 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Romania

KEY DATA FINDINGS

Solid off-trade volume growth for RTD tea, boosted by on-the-go consumption
Ongoing competition from juices hinders the performance of RTD teas
Variety expands as players launch interesting flavour mixes within RTD tea
Steady volume growth driven by new flavour innovations on the landscape
Sugar tax and health trends boost demand for reduced sugar
Players invest in social media and digital campaigns to drive interest
Table 104 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 105 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 106 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 107 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 108 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Romania

KEY DATA FINDINGS

Off-trade volume sales rise as aggressive promotions and private label lines launch
Players focus on limited edition launches to stand out and attract consumers
Hell Energy becomes increasingly active while retaining the leading position
Energy drinks is challenged by sugar taxes and rising health trends
Inflation leads consumers to trade down, creating opportunities for private label
Rising preference for reduced sugar energy drinks in line with health trends
Table 117 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 118 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Romania

KEY DATA FINDINGS

Interest in health and fitness rises, boosting off-trade volume sales in 2023
International brands dominate the competitive landscape in sports drinks
The convenience factor drives demand for sports drinks in Romania
Positive prospects for sports drinks as interest in exercise continues to rise
Players to embrace reduced sugar, flavour innovations and functional ingredients
Online to drive sales of sports drinks across the coming years
Table 129 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 130 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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