SECTOR CAPSULE: BOTTLED WATER - ROMANIA

08 Mar 2010

HEADLINES
Volume sales stagnate at 1.2 billion litres Diminished consumer purchasing power has a negative impact Flavoured bottled water posts the most dynamic volume growth of 12% Average unit price increases Romaqua Group SA leads with a 30% off-trade volume share Volume sales forecast to grow at a CAGR of 4% during 2009-2014, to reach 1.5 billion litres

COMPETITIVE LANDSCAPE
Bottled water in Romania is dominated by domestic manufacturers, most of which have been active for decades. Romaqua Group SA remained the indisputable leader in 2009, thanks to the tradition and perception of its leading brand Borsec as a pure natural mineral water, the Queen of Mineral Water. The name Borsec was once the generic term for carbonated mineral water in Romania. The fact that Borsec is the oldest mineral water brand in the country, with roots since 1806, has a strong influence on consumers, who appreciate the brands quality and recognition. Borsec is further sustained by campaigns focused on the energy it provides for intense physical activities. Perla Harghitei SA posted the strongest increase in its volume share in 2009. Under the conditions of volume stagnation, the volume share gain was mostly the consequence of the improved presence of the Perla Harghitei brand on the shelves of large retailers, as well as the usage of large packaging. Additionally, Perla Harghitei is a brand with long-standing and strong recognition. The purchase of Kraiten SA, a manufacturer of the Bodoc brand (famous during the communist era) further boosted Perla Harghitei SAs volume share.

Euromonitor International 2009

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Bottled Water

Romania

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Apemin Tusnad SA Apemin Zizin SA Bauturi Deutschland Production Impex SRL Biborteni SA Calipso SRL Carpatina SA Coca-Cola HBC Romania SRL European Drinks SA Inter Cleaning RO-GER SRL Lipomin SA Perla Covasnei SA Perla Harghitei SA Quadrant-Amroq Beverages SA Ram Prod SRL Rio Bucovina SRL Romaqua Group SA Tiva Harghita SA
Source: Passport by Euromonitor International

Brand (GBO) Izvorul Ascuns (Apemin Tusnad SA), Izvorul Zanelor (Apemin Tusnad SA), Tusnad (Apemin Tusnad SA) Zizin (Apemin Zizin SA) Edelweiss (Bauturi Deutschland Production Impex SRL) Biborteni (Biborteni SA), Valea Brazilor (Biborteni SA) Calipso (Calipso SRL) Carpatina (Lipomin SA) Dorna (Coca-Cola Co, The), Poiana Negri (Coca-Cola Co, The) Hera (European Drinks SA), Wonder Spring (European Drinks SA) Feelings (Bad Durrheimer GmbH) Lipova (Apemin Baile Lipova SA) Perla Covasnei (Perla Covasnei SA) Perla Harghitei (Perla Harghitei SA) Roua Muntilor (PepsiCo Inc) Seven Springs (Ram Prod SRL) Bucovina (Rio Bucovina SRL) Aquatique (Romaqua Holdings SA), Borsec (Romaqua Holdings SA), Stanceni (Romaqua Holdings SA) Harghita (Perla Harghitei SA)

Euromonitor International 2009

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Bottled Water

Romania

FORECAST

Euromonitor International 2009

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