Health and Wellness in Romania
The continued positive development in HW packaged food in 2021 is a result of both existing health trends and the ongoing impact of COVID-19 on consumers’ choices. Romanian consumers’ pursuit of health and wellness and an aim for protection against COVID-19 the good performance of HW packaged food types with specific claims. The COVID-19 pandemic has not had a negative impact on HW hot drinks, as foodservice only accounts for a marginal part of their overall sales volumes. Rather, the performanc...
Euromonitor International's Health and Wellness in Romania report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Romania report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness 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.
HEALTH AND WELLNESS IN ROMANIA
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
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
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FORTIFIED/FUNCTIONAL BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
NATURALLY HEALTHY BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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 BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
BETTER FOR YOU PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FREE FROM IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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 PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
ORGANIC PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
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
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FORTIFIED/FUNCTIONAL BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
NATURALLY HEALTHY BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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 BEVERAGES IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
BETTER FOR YOU PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FREE FROM IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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 PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
ORGANIC PACKAGED FOOD IN ROMANIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
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
