Mondelez dominates the market, with a 23% share thereof and Oreo and Milka as top sellers. These brands, however, are not made locally, and this explains in part Romania’s trade deficit for their category.
“For the 2024 report: Oreo, Milka and Tuc were not made in Romania,” Mondelez officials answered ZF’s question, as the international giant has plant in the country in Clinceni, which makes snacks, croissants, cakes, Fineti cream and Bake Rolls.
Romania could manufacture locally, in theory, because it has plenty of wheat, which is the main raw material for biscuits. It also has wheat trade surplus of EUR1.3 billion as a result of exports, while imports of biscuits and bread caused a more than EUR300 million deficit, National Statistics Institute data show.
Market actors say biscuits are affected by an overall problem of the bakery market, which is heavily fragmented, with really few large capacity facilities. To sell a lot, one needs marketing, and it does not pay off to invest in advertising if one is a small producer or sells a small amount.
Biscuits from such brands as Oreo, Milka and Leibniz are easily found in supermarkets and gas stations. They are also top sellers. It is hard to see something Romanian-made other than Croco, based in Onesti, Bacau County. Mondelez has a market share of 23%, followed by Alka, 6.3% and Croco, 5.9%, according to Euromonitor International. The top brands by market share are Oreo and Milka, 16% together, followed by Croco, 6%.
(English version by Loredana Fratila-Cristescu