“Consumers in Romania are paying more attention to energy drinks, leading to the category becoming more diverse with a number of new brands appearing,” say the analysts of market research company Euromonitor.
Hell Energy, made by the Hungarian company by the same name, maintains its lead in energy drinks by volume in 2020. Hell took over from Red Bull in 2018, having consistently increased its share since. Moreover, it continued to do so in 2020 and maintain its lead. It beat Red Bull, despite the latter topping the energy drinks list in many territories, Euromonitor says.
“With consumers becoming more sophisticated and better educated, brand owners are also launching new variants to appeal to their tastes. Leading player Hell Energy SRL launched two limited editions at the end of 2019, one with the flavor of cherry and grapes and the other with guava and yuzu.”
Other major players on this market are Monster Beverage Corp with its Monster brand, sold in Romania by Coca-Cola HBC Romania, the leader of the soft drinks market, and Rienergy, made by European Food, according to the latest data available.
“Private label offerings are also becoming more visible, as chained grocery retailers capitalize on the unexploited potential of the category, whilst appealing directly to lower-income consumers – especially in the light of COVID-19, with reduced consumer spending power.”
Therefore, there is still room for growth.
(English version by Loredana Fratila-Cristescu)