2014-01-31 03:21:01 - Romania Beer Market Insights 2013 - a new market research report on companiesandmarkets.com
For the second consecutive year the Romanian beer market continued to grow, recovering partially from the historic volume loss since 2009, but still remaining far from the 2008 market size. There is a still limited presence of beer under Private Label, but the segment continues to grow two to three times faster than market as a whole.
In 2012 the beer sales benefitted from a very good weather with summer temperatures exceeding the normal average. The numerous sports and cultural events of 2012 also had a significant impact on consumption. The annual inflation rate in December was above the targeted inflation rate for 2012, whilst the nominal increase in average income was only 3.6%, diminishing the purchasing power of local consumers
After several years of calm on the beer market from taxation point of view, the brewers are faced with a significant increase in taxation in 2013 which threatens to reverse or at least restrict the recovery trend started in 2011. For most beverages the 2012 weather was within the normal parameters. Beer in particular took advantage of the high summer temperatures.
After several years of hesitant performance, local consumers seem to have finally embraced beer mixes after the launch of Ciuc Radler (Heineken) which had an explosive growth driven by the strong launch campaign.
The traditional Romanian preference for branded products is currently balanced by the increased financial difficulties of most consumers which became more price sensitive and less willing to allow a significant budget for food and beverages.
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