Health and Wellness in Romania

Table of Contents

• Health and wellness in 2021: The big picture
• 2021 key trends
• Competitive landscape
• Retailing developments
• What next for health and wellness?

• Table 1 Sales of Health and Wellness by Type: Value 2016-2021
• Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
• Table 3 Sales of Health and Wellness by Category: Value 2016-2021
• Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
• Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
• Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
• Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
• Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
• Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
• Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
• Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
• Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
• Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
• Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
• Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
• Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026

• Summary 1 Research Sources

• Health concerns see BFY reduced caffeine beverages maintain the best sales performance in 2021
• Only premium brands continue to be available in BFY reduced caffeine hot drinks
• Health and wellness trend sustains sales of reduced sugar soft drinks

• Ageing population with medical concerns will drive sales of reduced caffeine coffee
• Decaffeinated products from the top coffee players will encourage demand from the younger generation
• Low sugar brands expected to see increasing demand in the forecast period

• Table 17 Sales of BFY Beverages by Category: Value 2016-2021
• Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
• Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
• Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
• Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
• Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
• Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026

• FF fruit/herbal tea sales continue to rise as consumers seek extra measures to support their wellbeing
• Concerns for their own and their children’s health amid COVID-19 drive sales of FF fruit/herbal tea and chocolate-based flavoured powder drinks
• FF bottled water performs best with health-conscious consumers seeking more targeted benefits from functional water

• Strong growth anticipated for FF fruit/herbal tea as consumers seek products to help maintain general wellbeing
• Popularity of vitamin and alkaline waters expected to grow due to wider promotion
• New product launches expected to support continued retail growth

• Table 74 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
• Table 75 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
• Table 76 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
• Table 77 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
• Table 78 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
• Table 79 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
• Table 80 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
• Table 81 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
• Table 82 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026

• Romanian consumers seek beverages with preventive and curative attributes and immunity support
• Naturally healthy beverages continues to benefit from consumers’ search for natural and preventative health solutions
• Consumers’ willingness to try new tastes and growing avoidance of high-sugar beverages support strong growth of NH flavoured bottled water and superfruit juice

• Growing demand for naturally healthy beverages expected to boost both premium and private label brands
• Reopening of tea houses expected to have a positive influence on retail sales of NH green tea
• Plant-based Inka likely to drive the further growth of NH other hot drinks in the forecast period

• Table 24 Sales of NH Beverages by Category: Value 2016-2021
• Table 25 Sales of NH Beverages by Category: % Value Growth 2016-2021
• Table 26 NBO Company Shares of NH Beverages: % Value 2017-2021
• Table 27 LBN Brand Shares of NH Beverages: % Value 2018-2021
• Table 28 Distribution of NH Beverages by Format: % Value 2016-2021
• Table 29 Forecast Sales of NH Beverages by Category: Value 2021-2026
• Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026

• Organic fresh coffee still unaffected by the impact of COVID-19 due to its loyal, higher-income consumers
• Development of organic products driven by private label
• Health trend sees ongoing strong growth in organic fruit/vegetable juice

• Organic beverages set for strong growth in the forecast period due to premium perception and the wider spread of private label
• Strong growth of organic fruit/vegetable juice set to be driven by demand for juices that are as natural as possible
• Locally-produced organic beverages to become more popular

• Table 31 Sales of Organic Beverages by Category: Value 2016-2021
• Table 32 Sales of Organic Beverages by Category: % Value Growth 2016-2021
• Table 33 NBO Company Shares of Organic Beverages: % Value 2017-2021
• Table 34 LBN Brand Shares of Organic Beverages: % Value 2018-2021
• Table 35 Distribution of Organic Beverages by Format: % Value 2016-2021
• Table 36 Forecast Sales of Organic Beverages by Category: Value 2021-2026
• Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026

• Lower demand for sugar-free gum amid ongoing pandemic brings value decline for reduced sugar food; reduced fat dairy grows by its association with diet wellbeing
• Downtrend in reduced fat yoghurt is outweighed by growth in reduced fat butter and spreads and flavoured milk drinks
• BFY reduced salt food grows fastest linked to healthy diets, medical advice and the higher price of reduced salt butter and spreads

• Media campaigns for healthy lifestyles and the greater visibility of BFY packaged food will prompt its further growth in the forecast period
• BFY reduced sugar packaged food set to recover from 2022 as resumed social interaction boosts sales of sugar-free gum
• Natural fats trend underlies the expected decline in reduced fat yoghurt and thus in BFY reduced fat packaged food

• Table 38 Sales of BFY Packaged Food by Category: Value 2016-2021
• Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
• Table 40 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
• Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
• Table 42 Distribution of BFY Packaged Food by Format: % Value 2016-2021
• Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
• Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026

• Pursuit of healthy and ethical lifestyles results in ongoing high growth of free from products
• Affordability and recognised brand names drive growth in free from ranges
• Increase in the consumer base makes free from dairy the most dynamic, while affordability and new launches keep free from meat the biggest

• Good growth forecast for free from due to the increasing healthy eating trend and consumption by a particular consumer base of professionals
• Free from meat and dairy set to remain largest and fastest growing with expansion of the existing consumer base and launches of new varieties
• Free from lactose and gluten to experience development prompted by both medical recommendation and fashionable consumption

• Table 45 Sales of Free From by Category: Value 2016-2021
• Table 46 Sales of Free From by Category: % Value Growth 2016-2021
• Table 47 NBO Company Shares of Free From: % Value 2017-2021
• Table 48 LBN Brand Shares of Free From: % Value 2018-2021
• Table 49 Distribution of Free From by Format: % Value 2016-2021
• Table 50 Forecast Sales of Free From by Category: Value 2021-2026
• Table 51 Forecast Sales of Free From by Category: % Value Growth 2021-2026

• Pursuit of health and wellness and an aim for protection against COVID-19 underlie the good performance of fortified/functional packaged food
• Added vitamin D and a digestive health positioning benefit FF yoghurt and FF vegetable and seed oil
• New launch from Vel Pitar with added vitamins and minerals yields significant growth for FF bread

• Pandemic-induced worries for health hold good prospects for fortified/functional packaged food with immunity support and digestive health positioning
• FF dairy manufacturers may shift towards a new weight management positioning
• New launches expected to be marketed to different population segments, with added vitamins and minerals likely to be popular

• Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
• Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
• Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
• Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
• Table 56 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
• Table 57 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
• Table 58 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
• Table 59 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
• Table 60 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
• Table 61 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
• Table 62 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
• Table 63 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
• Table 64 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
• Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
• Table 66 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026

• Naturally healthy food has a long and strong tradition in Romania and naturally healthy packaged food brands are extensions of much-recognised standard brands
• Upward consumption trend of NH high fibre food is driven by awareness of its benefits on digestive health and the marketing and distribution of new launches
• NH sour milk products and NH honey benefit from the perception that they are a continuation of those made traditionally at home or by artisanal producers

• Growth of naturally healthy packaged food expected to be driven by increasing pursuit of healthier lifestyles especially by the urban Romanian population
• Less active lifestyles and efforts to tackle overweight will support the good performance of NH high fibre food in the forecast period
• Competitive landscape of naturally healthy packaged food likely to remain highly fragmented owing to this characteristic of the biggest category, NH high fibre bread

• Table 67 Sales of NH Packaged Food by Category: Value 2016-2021
• Table 68 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
• Table 69 NBO Company Shares of NH Packaged Food: % Value 2017-2021
• Table 70 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
• Table 71 Distribution of NH Packaged Food by Format: % Value 2016-2021
• Table 72 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
• Table 73 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026

• High growth in organic packaged food is down to increased consumption by loyal consumers rather than an enlarged consumer base
• Dairy manufacturers support the development of organic products with organic variant launches of their popular brands
• Retail chains continue to invest in dedicated organic sections in their stores and offer support for new organic farmers

• Growth of organic set to be driven by polarisation of purchasing habits
• Return of farm shops to have a limiting effect on the growth of organic packaged food
• E-commerce to make a more important contribution to the growth of organic packaged food

• Table 83 Sales of Organic Packaged Food by Category: Value 2016-2021
• Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
• Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
• Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
• Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021
• Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
• Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026