Soft Drinks in Romania

Abstract
In 2022, soft drinks continued to register a recovery in on-trade volume sales, after a fall in sales was noted during the outbreak of COVID-19. However, volume growth was dampened by rising energy prices, challenging manufacturers and consumers, with price sensitivity increasing amid inflation. In addition, the scheduling of the FIFA World Cup in November, rather than summer, failed to bring the usual boost to soft drinks sales. Despite this, soft drinks continued to grow, with on-trade registe...

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 (2017-2021), 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 2026 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.

Content
Soft Drinks in Romania
December 2022

List Of Contents And Tables

SOFT DRINKS IN ROMANIA
EXECUTIVE SUMMARY
Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
APPENDIX
Fountain sales in Romania
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Reduced sugar carbonates gain ground as the health and wellness trend rises
Cocktails drive strong growth for tonic water/mixers/other bitters and lemonade/lime
Players focus on digital activations to boost brand awareness
PROSPECTS AND OPPORTUNITIES
Inflation and the rising health trend limits growth across the coming years
Players and consumers embrace eco-friendly positionings
The future looks more optimistic for reduced sugar carbonates
CATEGORY DATA
Table 58 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 59 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 60 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 61 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 62 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 63 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 64 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 65 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 66 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 67 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 68 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 69 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 70 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 71 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 72 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 73 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 74 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 75 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 76 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 77 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027
JUICE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The ongoing health trend drives up demand for juices in 2022
Product launches focuses on innovative flavours and eco-friendly packaging
Aloe vera juice drinks make an appearance in Romania
PROSPECTS AND OPPORTUNITIES
 Demand for healthier products boost growth in 100% juices
Optimistic prospects for foodservice and e-commerce across the coming years
Consumers gravitate towards smaller local manufacturers and private label
CATEGORY DATA
Table 78 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 79 Off-trade Sales of Juice by Category: Value 2017-2022
Table 80 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 81 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 82 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 83 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 84 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 85 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 86 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 87 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 88 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 89 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bottled water sales benefit from the rising health and wellness trend
Packaging innovation reflects consumers' purchasing habits
The sustainability trend impacts product packaging in bottled water
PROSPECTS AND OPPORTUNITIES
Inflation poses a growing threat across the forecast period
Players release specific, sophisticated products within bottled water
An optimistic outlook for foodservice sales of bottled water
CATEGORY DATA
Table 90 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 91 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 92 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 93 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 94 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 95 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 96 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 97 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 98 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 99 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 100 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 101 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Interest in health and fitness rises following COVID-19, boosting sales 
E-commerce sales grow as consumers appreciate the ease and convenience
Large international brands continue to dominate sales of sports drinks
PROSPECTS AND OPPORTUNITIES
Good prospects for sports drinks as health becomes a priority
Players to embrace reduced sugar and flavour innovations
Sports drinks face competition from other types of functional soft drinks
CATEGORY DATA
Table 102 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 103 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 104 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 105 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 106 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 107 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 108 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 109 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 110 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 111 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 112 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 113 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
ENERGY DRINKS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong recovery in 2022 as the cocktail culture and health trends boost sales
Consumers welcome limited editions offerings as Hell updates its packaging
A targeted approach leads to a strong performance in energy drinks
PROSPECTS AND OPPORTUNITIES
A slowdown in growth is expected across the forecast period
Inflation leads consumers to trade down, creating opportunities for private label
E-commerce sales continue to grow across the coming years
CATEGORY DATA
Table 114 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 115 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 116 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 117 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 118 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 119 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 120 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 121 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 122 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 123 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 124 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 125 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The unhealthy image of concentrates dampens sales in 2022
Players that highlight their natural ingredients drive sales
Local players continue to perform well within concentrates
PROSPECTS AND OPPORTUNITIES
 The interest in health and wellbeing shapes the landscape 
 Other soft drinks challenge sales of concentrates across the coming years 
Private labels players gain ground and become more relevant
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 126 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 127 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 128 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 129 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 130 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 131 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 132 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 133 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 134 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 135 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 136 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 137 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 138 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 139 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 140 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing competition from juices hinders the performance of RTD teas
Product innovations focus on sustainability and appealing flavours
Players focus on online advertising and promotions to boost sales
PROSPECTS AND OPPORTUNITIES
Projected growth as brands focus on launching healthier RTD tea variants
E-commerce sales rise as players focus on their online shopping experience
Lipton remains a key innovator in RTD tea, with other players following suit
CATEGORY DATA
Table 33 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 34 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 35 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 36 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 37 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 38 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 39 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 40 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 41 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 42 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 43 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 44 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 45 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027
RTD COFFEE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The increasing coffee culture boosts off-trade sales of RTD coffee
Emerging hybrid products and niche offerings drive off-trade volume sales
Growing availability of RTD coffee across Romania is a crucial support for sales growth
PROSPECTS AND OPPORTUNITIES
Widening availability and private label price-points boost growth for RTD coffee
Product innovations focus on sustainable products with health and wellness benefits
Strong potential for further development of private label RTD coffee
CATEGORY DATA
Table 46 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 47 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 48 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 49 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 50 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 51 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 52 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 53 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 54 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 55 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 56 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 57 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027