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Romania Food and Drink Report Q1 2010
Business Monitor International, Dec 2009, Pages: 88
The Romania Food and Drink Report provides industry professionals and strategists, corporate analysts, food and drink associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Romania's food and drink industry.
In BMI’s Food and Drink Business Environment Ratings (BER) table for Q110, Romania places ninth out of the 15 key markets surveyed in the emerging Europe region, which now includes Turkey. Economic difficulties will conspire to pose challenges to the development of Romania’s food consumption volumes, especially as the country’s GDP trails that of its more developed Central and Eastern European (CEE) peers, and given the latest political turmoil and the collapse of coalition government. Additionally, the country’s food and drinks market will continue to be shaped by low per capita incomes and the fact that large sections of rural population that have few opportunities for modern shopping in mass grocery retail (MGR) outlets, although this is changing ,with the expansion of pan-European operators, such as Carrefour, both organically and through acquisition of local companies.
Nevertheless, the Romanian food and drinks marketplace has remained a dynamic one throughout the past quarter. Local producer of Tuborg beer, United Romanian Breweries Bereprod (URBB), reported an increase in its share of the domestic beer market in volume terms to 12% for the month of July 2009, with the brewer expecting to end the year with a 10% share. Additionally, URBB is planning to diversify its offering, having built a new EUR10mn factory for the production of mineral water, which is increasing in popularity. In fact, a leading Austrian mineral water producer, Vöslauer, reportedly set aside EUR22mn for an acquisition of a Romanian water producer, although to date none of the local companies approached have met its specifications. Similarly, PepsiCo's new EUR150mn production plant in Romania will threaten Coca- Cola HBC Romania’s supremacy in the local soft drinks market, especially as the latter continues to move manufacturing out of the country.
On the other hand, Romania’s alcoholic beverages industry has recorded some negative developments. Flagging beer sales have led Belgian brewing behemoth Anheuser-Busch InBev (A-B InBev) to sell its CEE operations, including Romania, to CVC Capital Partners. Additionally, the brewer is to temporarily suspend production at its Blaj bottling plant, from October 1 2009 to end-March 2010. The company has stated that the decision was taken to optimise the supply-demand ratio, avoid permanent layoffs and maintain a competitive edge amid the ongoing economic slowdown which has led to a drop in beer sales on a regional scale.
In the meantime, one of the major developments in the food industry has been the stellar market performance of global consumer products giant Unilever, now among the top three ice cream companies in the country, having only entered the segment earlier in the year. The success of the company’s Algida ice cream business was supported by a major advertising campaign as well as the acquisition of the Napoca brand from Friesland Food in 2009. Unilever now has a market share of over 13%, providing major competition to local producers as well as the other foreign player in the sector, namely Swiss-based Nestlé.
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