Beer Still Tops Bottled Water in Romanians' Summer Favorite Drink

Romanians continue to prefer beer over mineral water, for quenching their thirst, in spite of the soft drinks market estimated to go up 15% on year in 2008

Romanians continue to prefer beer over mineral water, for quenching their thirst, in spite of the soft drinks market estimated to go up 15% on year in 2008, and the cold tea market constant upward trend, which started a year before.
The combined soft drinks and mineral water consumption stays at 150 liters per capita, with water giving 50 liters to the total. While the Romania's Brewers Association put the 2007 beer consumption at 89 liters per capita, and estimated 95 liters per capita the consumption in 2008.
The National Association for Soft Drinks, or ANBR, said the star of the upward trends continue to be the cold tea, which doubled its output in 2007 from a year before. That was a 30-time increase from five years before, when the cold tea first entered the Romanian market, said ANBR secretary general Angela Preoteasa.
A positive outlook also have the soft drink in the “sport” category and the ice-coffee, which were neglected so far by operators on the market, added Preoteasa. “The growth estimate relies on the current low market share the sports drinks have, and on the pick up of ice-coffee consumption once the networks of petrol stations selling them developed,” she said.
Other trends in consumption are the slow but steady growth of pulp juices, which are not part of the traditional consumption, along the downward slope the light syrups – once making the bulk of the soft drinks consumption in Romania.
Another clear winner is the bottled water; its consumption is estimated to go up in two-figure percentage points this year. Preoteasa said. The high growth rates may be explained by the fact that the price is no longer an obstacle for many, while the starting demand levels were very low, hence the bottled water consumption tripled over the last ten years.
“The demand for bottled water is growing up world wide due to global warming effects. But in Romania the upward trend is steeper due to the growing purchasing power of consumers, coupled with a wide diversification of products and growing concerns regarding the drinking quality of the tap water,” Preoteasa explained.
The main players on the Romanian soft-drinks market are Coca-Cola, European Drinks, Perla Harghitei, Romaqua and Tusnad.
The pulp juices and natural juices market is shared by Coca-Cola, European Drinks, Maspex Tymbark, Pepsi Americas, Parmalat, Pfanner, Eckes Granini and Romaqua. The soft drinks market in general is highly concentrated, with large players taking the bulk of the its share. Some 90% of the operators on this market are members of the ANBR.
The weather forecast for this summer also forecasts a higher demand for soft drinks in Romania.