______________LUCRARI STIINTIFICE, SERIA I, VOL.
XI____________
STUDY REGARDING THE SOFT DRINKS MARKET
STUDIU PRIVIND PIAŢA BĂUTURILOR RĂCORITOARE
Iuliana Ioana MERCE1, Anda Ioana MILIN1, L. DANCEA1,
Simona CHIOREANU1
Abstract: Soft drinks market has seen major development in recent
years, especially after 1990 when the market broke of numerous companies
producing soft drinks. The geographical territory in which the products are
marketed includes mostly all areas of the country, but most sales are made on the
urban, rural market being a rather small.
Soft drinks market adjusts to new demands of consumers and consumer
trends. Regarding consumption of soft drinks per capita, carbonate drinks hold
first place with 49.6 l notcarbonate register a consumption of 11.6 l, according to
estimates made by research and URBB Carlsrom and Beverage.
Key words: soft drinks, sales of drink,
Soft drinks market has seen major development in recent years,
especially after 1990 when the market broke numerous companies
producing soft drinks. The geographical territory in which the products are
marketed includes mostly all areas of the country, but most sales are made
on the urban, rural market being a rather restricted.
Domestic market of soft drinks and mineral waters is estimated at
over 500 million euros annually. Racoritoarelor market adapts to new
demands of consumers and consumer trends. Regarding consumption of soft
drinks per capita carbonatatele hold first place with 49.6 l necarbonatatele
register a consumption of 11.6 l, fit.
Compared with other Member Community market in Romania is
characterized by high growth rate of consumption. Consumption of soft
drinks per person is lower compared to other member states of the European
Union, however, the rate of growth of consumption is higher.
Soft drinks market will register this year, an increase of 15%
compared to last year, when he reached a level of ten billion (three billion
euros), the most dynamic segment is the ice tea.
1
USAMVB Timisoara, Faculty of Farm Management
____________FACULTATEA DE MANAGEMENT AGRICOL___________
Regarding the type of soft drinks which saw the highest growth rate
on the domestic market, the representatives indicated ANBR cold tea. "The
rate of growth of cold tea is the greatest, ie 200-300% every year. Also in
terms of rate, followed by tea mineral water, the increase is favored by
increasing average annual temperatures. In Romania, consumption is 2.5
liters per capita per year, compared to 32 liters or eight in Switzerland in
Hungary. Amid general market increasing shine to a unique dynamic range
of nectars.
All segments of the soft drinks market recorded significant growth during
this year. Referring to the three main segments, the "more increasing were
nectars, followed by natural juices and carbonated beverages.
Sales of soft drinks
1.000.000,00 936.637,37
900.000,00
800.000,00
700.000,00
575.263,75
600.000,00
500.000,00
400.000,00
300.000,00
199.919,03
200.000,00
88.843,30 91070,61
100.000,00 19881,84
0,00
Carbonated Still drink Nectars
Volum (mii litri)
beverages
Valoare (mii lei)
Sursa: Revista Piaţa: www.revista-piata.ro
Moreover, ice-tea was the first place among the most dynamic
category of 2005 with a growth of sales (in volume) over 50% during
january-september 2005. Also beverages light and still are in the second
year of the consumption boom.
______________LUCRARI STIINTIFICE, SERIA I, VOL. XI____________
Remarkable developments of the ice tea, light drinks, still drinks,
natural juices and nectars are normal, as is a consequence of the changing
lifestyle of many Romans, primarily young people.
As a dynamic, carbonated beverages were overcome by the net still,
natural juices and nectars, but last year recorded a historic performance.
Sales of soft drinks, after store (%)
Sales of nectar Sales of soft drinks Sales of carbonated
still soft drinks
Share Share in Share Share in Share Share in
volume value volume value volume value
Hiper/ 41,44 38,12 20,70 19,08 18,10 16,24
supermark
et
Grocer < 10,82 11,77 21,91 21,80 24,81 23,91
20 mp
Grocer 21- 22,99 24,32 30,98 31,77 35,26 35,71
40 mp
Grocer > 21,72 22,29 18,28 18,49 15,18 15,86
40 mp
Others* 3,02 3,51 8,14 8,86 6,65 8,28
* chioşcuri, magazine de cartier, cofetării
Sursa: Revista Piaţa: www.revista-piata.ro
Soft drinks market can be segmented and depending on places to buy
(different depending on each consumer need: if you urgently need to be
satisfied then he will buy the product to the nearest marketing space:
otherwise it will look for places where that price is the minimum). But
according to this criterion segmentation consumer preferences headed
towards super / hypermarket in nectars.
As a result of increasing consumption have been diversified and
types of packaging. In terms of sales of soft drinks according to the
packaging, they are presented under the graph above:
____________FACULTATEA DE MANAGEMENT AGRICOL___________
Sales of soft drinks, after the manner of packing (%)
Altele 2,5 L
0,25 L
0,5 L
1L
2L
Sursa: Revista Capital, noiembrie 2008
CONCLUSION
Market remains attractive for big manufacturers of soft drinks
industry.
Compared with other Member Community market in Romania is
characterized by high growth rate of consumption. Consumption of soft
drinks per person is lower, however, the rate of growth of consumption is
higher.
As a dynamic, carbonated drinks have been overcome by the net
still, natural juices and nectars
BIBLIOGRAPHY
1. Mihai Diaconescu – Marketing agroalimentar, Ed. Uranus,
Bucuresti, 2006
2. Revista Capital, noiembrie 2008
3. Revista Piaţa: www.revista-piata.ro
