“Still mineral water (which includes decarbonated water) accounts for some 45% of the market,” Feru said. He added his company had operating licenses to supply natural mineral water to about 75% or 80% of the mineral water companies in this industry. He bases his forecasts about the market on this data.
The mineral water market suffered during the crisis because of the decline in the income of consumers, who chose to buy cheaper products such as private labels of major retail networks.
Feru estimates 2012 mineral water production amounted to some 1.1 billion – 1.5 billion liters and consumption reached 70 or 80 liters per capita.
Weather will influence the market again this year.
“Considering the economic growth and living standards improvement forecasts for 2013, we do not expect significant growth for the market. If the year is hot and droughty, we will probably see a similar growth to 2012,” SNAM’s official believes.
The most important companies on the bottled mineral water market estimated at EUR350 million are mostly Romanian-held like Romaqua (Borsec and Aquatique), European Drinks (Hera, Izvorul Minunilor), Perla Harghitei and Rio Bucovina, which compete with multinationals like Coca Cola HBC (Dorna, Izvorul Alb) and Pepsi (Roua Muntilor).
Market research company Nielsen data show the top five producers by volume in December 2011- September 2012 were Romaqua, Coca Cola, private labels, Rio Bucovina and European Drinks – Food, which account for 58% of the market by volume.
Private labels of major retail chains are gaining popularity among consumers, ranking fourth by sales in terms of value. Borsec, Izvorul Alb, Bucovina, private labels and Dorna accounted for about 53% of the market last year, according to the same source.
Most of the bottled water sold in Romania (over 80%) comes from local sources, according to ZF data.
(English version by Loredana Fratila-Cristescu)