Abstract
Euromonitor International' s Alcoholic Drinks in Romania market report
offers a comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the
market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Economic decline leads to modest growth for alcoholic drinks
The impressive improvement in purchasing power during 2006-2008 was mainly
responsible for the excellent performance of the alcoholic drinks market over
the review period as a whole. Higher incomes lay behind changes in lifestyle,
which in turn boosted the growth of premium brands, stimulated by intense
branding activity. In this context, the poor performance in 2009, dictated by
the economic downturn, resulted in the reduction of growth in the review
period. The main trend of 2009 was the switch from premium brands to standard
and economy brands, but also the return to consuming home-made wine and
spirits in small cities and rural areas.
Slight unit price growth is a result of the devaluation of the RON
The strong devaluation of the RON against the Euro in the last months of 2008
and 2009 led to price rises for all alcoholic drinks, especially imported
products. At the same time, the increasing cost of raw hops at an
international level led to unit price rises for the largest beer category. As
a result, total value sales growth was ahead of total volume growth during
2009, although both recorded more modest rates than in previous years. In this
context, lower incomes and the economic downturn, coupled with the extensive
rural population, led to a very high level of consumption of home-made wine
and spirits, as well as uncontrolled sales of such items directly from
production sites or from open markets located in the production areas.
Multinationals and beer dictate the performance of alcoholic drinks
Beer dominates the alcoholic drinks market by far, and changes in the beer
category have the strongest impact on the alcoholic drinks market as a whole.
Beer also continues to be perceived as being relaxing; a means of socialising
and satisfying the need for re-hydration, all at a lower price compared with
other types of alcoholic drinks. At the same time, the fact that beer retained
an undisputed lead within the alcoholic drinks market, and the fact that it
was dominated by multinational companies, meant that these companies
maintained a clearly dominant position within the alcoholic drinks market as a
whole. The efforts made by multinationals, in particular by SABMiller Plc,
Heineken NV and Anheuser-Busch InBev NV to promote economy and standard brands
during the financial crisis also had a positive effect on the performance of
beer, and thus on the alcoholic drinks market as a whole.
Large retailers are the most dynamic, but independent small grocers dominate
Although seeing a reduction in their rate of expansion, large retailers
continued to attract consumers in large and medium sized cities, and
contributed to the excellent growth of the alcoholic drinks market over the
review period, sustaining volume growth despite the economic downturn which
strongly affected Romania from 2009. Traditional and independent small grocers
continued to be the dominant distribution channels in 2009, and their position
can' t be challenged yet due to their strong penetration in the majority of
cities and in rural areas, in which large chains are absent. In these areas,
distribution of alcoholic drinks is ruled by independent small grocers, and
there is little chance that it will lose overall supremacy in the forecast
period.
The economic downturn is expected to slow down forecast growth
The economic downturn will be the main factor responsible for the slowdown in
the growth of the alcoholic drinks market over the forecast period. Lower
incomes will be the main result of the international crisis, meaning that
consumers are likely to switch to cheaper products and return to home-made
wine and spirits, which are very popular in small cities and rural areas.
However, because of higher incomes, but also busier lifestyles, the population
in Bucharest and large cities is changing towards the increasing acceptance of
bottled alcoholic drinks; thus sustaining very modest but positive constant
value growth over the forecast period.
Table of Contents
ALCOHOLIC DRINKS IN ROMANIA : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Economic decline leads to modest growth for alcoholic drinks
- Slight unit price growth is a result of the devaluation of the RON
- Multinationals and beer dictate the performance of alcoholic drinks
- Large retailers are the most dynamic, but independent small grocers dominate
- The economic downturn is expected to slow down forecast growth
- KEY TRENDS AND DEVELOPMENTS
- The economic downturn has a negative impact on the purchasing power
- Large retailers retain consumers' attention
- Brands have the capacity to stimulate consumption
- Rural areas hold significant growth potential for bottled alcoholic drinks
- Specialist Retailers
- Summary 1 Leading Specialist Retailers 2008
- Market Mergers and Acquisitions Activity
- Summary 2 Mergers and Acquisitions Activity 2008-2009
- Summary 3 Speculated Mergers and Acquisitions Activity 2009-2010
- LEGISLATION
- Table 1 Number of On-trade Establishments by Type 2004-2008
- TAXATION AND DUTY LEVIES
- Summary 4 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 3 Selling Margin of a Typical Beer Brand 2009
- Table 4 Selling Margin of a Typical Wine Brand 2009
- Table 5 Selling Margin of a Typical Spirits Brand 2009
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
- MARKET DATA
- Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- Summary 5 Research Sources
- DEFINITIONS
- Published data comparisons
LOCAL COMPANY PROFILES - ROMANIA
- ALEXANDRION GROUP ROMANIA SRL - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 Alexandrion Group Romania SRL: Key Facts
- Summary 7 Alexandrion Group Romania SRL: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 8 Alexandrion Group Romania SRL: Competitive Position 2009
- EUROPEAN FOOD SA - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 European Food SA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 10 European Food SA: Competitive Position 2009
- MURFATLAR ROMANIA SA - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 11 Murfatlar Romania SA: Key Facts
- Summary 12 Murfatlar Romania SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 13 Murfatlar Romania SA: Competitive Position 2009
- PRODAL ' 94 SRL - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 14 Prodal ' 94 SRL: Key Facts
- Summary 15 Prodal ' 94 SRL: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 16 Prodal ' 94 SRL: Competitive Position 2009
- ROMAQUA GROUP SA - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 17 Romaqua Group SA: Key Facts
- Summary 18 Romaqua Group SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 19 Romaqua Group SA: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 20 Romaqua Group SA: Competitive Position 2009
- VINCON VRANCEA SA - ALCOHOLIC DRINKS - ROMANIA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 21 Vincon Vrancea SA: Key Facts
- Summary 22 Vincon Vrancea SA: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 23 Vincon Vrancea SA: Competitive Position 2009
BEER IN ROMANIA
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 24 Lager by Price Band 2009
- Table 22 Number of Breweries 2003-2008
- SECTOR DATA
- Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 24 Sales of Beer by Subsector: Total Value 2004-2009
- Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 36 Company Shares of Beer by National Brand Owner 2005-2009
- Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 38 Brand Shares of Beer 2006-2009
- Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN ROMANIA
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 52 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 53 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN ROMANIA
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 58 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 59 Sales of Wine by Subsector: Total Value 2004-2009
- Table 60 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 61 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 66 Volume Sales of Still Red Wine by Price Segment 2004-2009
- Table 67 Volume Sales of Still White Wine by Price Segment 2004-2009
- Table 68 Volume Sales of Still Rose Wine by Price Segment 2004-2009
- Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
- Table 70 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
- Table 71 Sales of Still White Wine by Grape/Varietal Type 2004-2009
- Table 72 Sales of Still Rose Wine by Grape/Varietal Type 2004-2009
- Table 73 Sales of Still Red Wine by Quality Classification 2004-2009
- Table 74 Sales of Still White Wine by Quality Classification 2004-2009
- Table 75 Sales of Still Rose Wine by Quality Classification 2004-2009
- Table 76 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 77 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 78 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 79 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 80 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 81 Company Shares of Still Light Grape Wine by National Brand
Owner 2005-2009
- Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner
2005-2009
- Table 83 Brand Shares of Still Light Grape Wine 2006-2009
- Table 84 Company Shares of Champagne by National Brand Owner 2005-2009
- Table 85 Company Shares of Champagne by Global Brand Owner 2005-2009
- Table 86 Brand Shares of Champagne 2006-2009
- Table 87 Company Shares of Other Sparkling Wine by National Brand Owner
2005-2009
- Table 88 Company Shares of Other Sparkling Wine by Global Brand Owner
2005-2009
- Table 89 Brand Shares of Other Sparkling Wine 2006-2009
- Table 90 Company Shares of Fortified Wine and Vermouth by National Brand
Owner 2005-2009
- Table 91 Company Shares of Fortified Wine and Vermouth by Global Brand
Owner 2005-2009
- Table 92 Brand Shares of Fortified Wine and Vermouth 2006-2009
- Table 93 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 94 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 95 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 96 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN ROMANIA
- HEADLINES
- TRENDS
- Production, Imports and Exports
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky price band methodology
- SECTOR DATA
- Table 97 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 98 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 99 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 100 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 101 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 102 Sales of Spirits by On-trade vs Off-trade Split: Value
2004-2009
- Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Value
Growth 2004-2009
- Table 105 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2004-2009
- Table 106 Sales of Gin by Premium/Super-premium Split 2004-2009
- Table 107 Sales of Vodka by Premium/Super-premium Split 2004-2009
- Table 108 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
- Table 109 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 110 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 111 Spirits Exports by Country of Destination: Total Value
2003-2008
- Table 112 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 113 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 114 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 115 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 116 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 117 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 118 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 119 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 120 Liqueurs Production: Total Volume 2003-2008
- Table 121 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 122 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 123 Brand Shares of Spirits 2006-2009
- Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 125 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
