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Distribution Trends in Soft Drinks Romania
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends ........................................................................................................................................... 2
Market Valuation/Pricing .................................................................................................................................. 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ............................................. 3
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) ................................................ 3
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ......... 4
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth) .................................... 4
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) ............................................................. 5
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ................................................ 5
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) ... 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ......................................................................................................................................... 14
Forecast Methodology.................................................................................................................. 16
Soft Drinks Service/Dec-2010 1
Romania Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
2009 – The year of hard discounters
A visible trend in consumer behaviour was noticed in 2009, driven by several factors as a result of the economic
crisis. Many consumers lost their jobs in 2009 or lived under this fear, while others saw their income decrease
significantly. Faced with daily expenses and bills they could not cover, disposable income was reduced in some
cases to nil. Therefore, eating and drinking out reduced in frequency and value, impacting negatively on on-
trade consumption. Overall the on-trade share remained roughly at one third of total consumption in volume
terms, but lost 1% in value. QSR endured this difficult period most successfully, exploiting consumer desire to
eat their meals in a hurry.
For off-premise, 2009 was the year of discounts. Hypermarkets increased their business by 10%; some of them
shutting down several locations and offering heavy promotions and discounted goods, whilst discounters saw
their business growing by 35%. Mall type shopping centres (very successful in Romania) were previously
difficult territory, due to their high rents. Lower rent fees in 2009 (by around 20-25%) meant that discounters
were able to move in to the malls. The development of hard discounters will move further forward in 2010 when
Lidl becomes operational. An exception to this upward trend was Spar becoming bankrupt in 2009.
Most of the retailers announced expansion plans in 2010, although at a slower pace. Discount chains
announced the opening of 80 new locations in 2010; Profi chain (recently acquired by the Polish investment
fund Enterprise Investors) announced the opening of 10-15 new locations.
Traditional retail is consistently declining and the economic crisis and government fiscal measures resulted in a
number of small shops shutting down