“Private labels accounted for 14.8% in volume and 12.9% in value of the entire processed meats market in 2014,” said Simona Stoica, statistician with market research company Vektor Marktforschung.
The major store chains therefore dominate one of the biggest segments of Romania’ food market, as Romanian consumers love to eat processed meats.
Consumption of processed meats reached almost 140 million kilograms in Romania in 2014, or ten 250-gram pieces of salami per capita per month, according to ZF calculations. Private labels are now putting pressure on the processed meats segment after having conquered markets like dairy and vegetable oil. However, despite their rising market share, Romanian brands remain important.
Second best-selling products by volume come from Fox, a brand made by the company by the same name in Bucharest held by the Vulpe (Romanian for fox) family.
Fox Com Serv Distribution posted RON230 million revenue in 2014, according to the latest data available on the Finance Ministry website. On the other hand, the Cris-Tim brand of the group by the same name held by Radu Timis has the highest sales by value.
Out of the brands in the top five ranking only Caroli is not held by Romanian entrepreneurs. The brand, made by the company by the same name held by Lebanese family El Solh and the Campofrio group ranks fourth by volume and value among the best-selling processed meat brands. The other brands in the top five are Elit (fifth by volume) and Aldis (fifth by value).
In all, the top five account for almost 50% of the market, according to Vektor Marktforschung.
(English version by Loredana Fratila-Cristescu)