Representatives of Carpathian Springs, which produces mineral water brand Aqua Carpatica, say the company is now the fifth largest player on the mineral water market and holds 15% of the still water segment. So the company is right behind players with long years of experience on this market, such as Romaqua Group – producer of Borsec, Coca-Cola HBC Romania and Perla Harghitei.
“According to our calculations, we probably hold over 35% of the still natural mineral water segment,” said Nicolae Palfi, vicepresident of the Romaqua Group, the leading company on the mineral water market.
According to the manager, the company’s competitors are all the mineral water bottlers. Coca-Cola HBC Romania did not answer ZF’s request for information regarding the market share of Izvorul Alb brand on the still mineral water segment, or on the entire market.
Previous data from mineral water association APEMIN shows that Coca-Cola bottled around 120 million liters of natural mineral water (carbonated and still water) last year.
Coca-Cola HBC Romania’s mineral water sales have fallen in the past few years.
While market data for 2010 showed that water sales of Coca-Cola bottler in Romania amounted to around EUR100 million, in 2012 sales did not exceed EUR60 million, show ZF estimates.
Coca-Cola HBC bought mineral water brands Dorna, Izvorul Minunilor and Poiana Negri in 2002 from businessman Jean Valvis.
The leading brand on the natural mineral water market is Borsec, with sales of EUR70-EUR75 million, according to ZF estimates.
Aqua Carpatica had sales of EUR7.5 million in 2012, double as much as in the previous year. For 2013 Jean Valvis expects an over 100% turnover rise, which means sales will continue to double from year to year.
“We are investing around EUR1 million per year in Aqua Carpatica brand,” the businessman said recently.
The EUR300-EUR350 million market of mineral waters is one of the few markets still dominated by Romanian entrepreneurs.
(English version by Daniela Stoican)