Fast Market Research recommends "Concentrates in Romania" from Euromonitor International, now available

Boston, MA -- (SBWire) -- 10/14/2014 --Growth of concentrates in 2013 was the result of the loss in purchasing power, which caused some consumers to purchase concentrates instead of juice. The fact that concentrates are perceived to provide healthy RTD products at lower price per unit resulted in positive volume growth. The presence of liquid concentrates derived from fruits and plants recognised as providing health attributes also counted in the eyes of health-conscious consumers. The return to healthy home-made fruit concentrates in the situation of the low purchasing power was quite slow in the large cities although it remained popular in the countryside and small cities. As a consequence, urban consumers of the large cities preferred to be loyal to bottled liquid concentrates, especially as some of them are perceived as healthy.

Competitive Landscape

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Accounting for a 49% volume share and 47% value share, the domestic producer Laurul led concentrates in 2013. It owed its position to the affordable price, wide range of fruit flavours and a strong distribution network making it available in all the retail channels. It was followed far behind by another two domestic producers, Fares Drinks and Plafar, both with volume shares of 10%. The fact that Fares Drinks and Plafar are also active players in fruit/herbal tea enhanced the perception of their brands as being natural and healthy.

Industry Prospects

Small but positive volume growth is expected for concentrates over the forecast period. The low purchasing power will be responsible for this modest growth as the consumer base will remain limited to the capital and large cities. The increasing level of sophistication and healthy attributes of several fruits, plants and combinations is expected to lead to a small volume growth as consumers will change their consumption pattern from using concentrates as a replacement for carbonates and juices to treating it as a healthy and natural product, capable of alleviating and preventing health discomforts. Meanwhile, home-made concentrates will continue to be traditionally produced and consumed in one's own household leaving, few growth prospects for manufactured products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Concentrates industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates in Romania market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Concentrates in Romania?
- What are the major brands in Romania?
- Who are the key consumers of concentrates in Romania?
- How do premium vs. standard vs. economy brands compete for sales and market share?
- How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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