The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.

The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.
The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia, Lithuania.

Thursday, 11 August 2016

Romanian Food & Beverages Retail Continues to Develop in H1 2016

In H1 2016, the Romanian retail trade of food, drinks and tobacco registered an increase of 24.1% compared to the same period of 2015, according to data published by the National Institute of Statistics.

The retail trade increased by 16.2% in Romania in June 2016 compared to the same month last year. It was the highest annual growth recorded by a EU member state, according to EU’s statistical office Eurostat.

Profi, the modern retail chain owned by Polish investment fund Enterprise Investors, recently opened another 4 stores and reached a total of 428 in Romania. Profi network currently has the largest geographical coverage in Romania, with 428 stores in 201 cities all over the country. The retailer ended 2015 with a turnover of over 570 million, about 40% more than in the previous fiscal year, according to data reported to the Ministry of Finance.

Due to the increasing demand on the Romanian market for BIO and free-from foods, Phoenixy, the largest producer of puffy snacks in Romania, recently launched on the local market the BIO Gusto snacks. For a year and a half the BIO assortment has been marketed only in Austria and Germany. The total investment in this project amounts to 600,000 EUR.

Phoenixy is the local market leader of puffy snacks with a share of 70%, according to company statements, Its products are exported to 20 European markets, as well as to the United States. The company closed 2015 with a turnover of approximately 20 million EUR and a profit of about 2 million EUR. In H1 2016, Phoenixy recorded a sales growth of 20% compared to H1 2015.

The Romanian brand of natural juices, Profructta, doubled its turnover in the first half of 2016 compared with the same period of 2015. The increase was driven by the increasing number of distribution points, diversification of the range of products and marketing.

The most important Profructta assortment is the apple juice, representing 46% of the sales revenue generated in the first 6 months of 2016. It can be found packed in Bag in Box system of 5l or 3l, in plastic bottles and glass bottles of 0.33l, 0.5l and 1l.

Kaufland recently announced the inauguration of its first store in Mangalia, jud. Constanta (SE Romania), which is also the first hypermarket in the city, with a sales area of 2,900 square meters. The German supermarket chain thus reaches a total of 110 stores in Romania.

Vascar, a leading local producer of meat products in Romania, announces a 14% increase in turnover in the first 6 months of 2016 compared to the same period last year. The most important development is registered in the meat products segment, where sales were up by 24% in first 6 months of 2016 compared to the first half of last year.

The most popular products have been the peasant style specialties - Prague ham, cremwurst of chicken breast, premium salami and sausages made using recipes of traditional Moldavian cuisine, under the brand "Moldova in bucate". Vascar also produces for Kaufland, Carrefour, Mega Image and Lidl products under their own brands.

According to the the IFRS financial consolidated report, the first half of this year brought Albalact Group - comprising of Albalact SA, Rarăul SA Campulung and Albalact Logistic Ltd - a 16.94% increase in turnover and a profit significantly higher compared to last year. The net profit registered by Albalact Group in the first half of this year amounted to 18,882,590 lei. Albalact is currently the largest Romanian dairy producer, with a turnover of 452 million lei (about 100 million euros) and a net profit of 14.87 million lei in 2015. Recently, Lactalis, the largest French producer of dairy products, has formally launched the public takeover bid for Albalact, according to an announcement posted on the Bucharest Stock Exchange website.

During the month of July, the international retailers present on the Romanian market have focused on expanding their network, being inaugurated in total of 14 commercial units. The first position among the most expansive retailers this month is Profi, with 10 stores, followed by Mega Image, Carrefour, Lidl and Penny Market, each with one new store opening. In August, the situation of the stores of these particular retail chains is as follows:
- Mega Image: 482
- Profi: 428
- Lidl: 196
- Penny Market: 177
- Carrefour: 111

Info sources: Magazinul Progresiv,, Retail FMCG

The Romanian Food & Beverages Retail Continues to Develop in H1 2016. Are you interested to research the market opportunities or present your products to the Romanian buyers? To acquire a local player in the Romanian retail market? Perhaps we could collaborate.

We, at FRD Center, are constantly monitoring various sectors and analysing certain potential opportunities for investors, for exporters and for those looking to source from Romanian manufacturers.

For tailor-made sector data and B2B matchmaking with players in the Emerging Markets in Europe, feel free to contact the FRD Center team at: 

email: or tel: +4021 411 1459/60/61

FRD Center provides market research in Eastern Europe and the region, B2B matchmaking in the CE Europe and SEE, M&A assistance in Romania, in CEE and SEE, in the Emerging Markets in Europe.


  1. Further segmenting is required. Not considered here are the size of the stores and the target customer base and product assortment.
    I think comparing Profi stores with Carrefour, from a size or selection perspective is misleading, since Profi is a neighborhood supermarket, while Carrefour are mostly hypermarket type/size stores, with a significantly larger and more sophysticated selection and customer base.
    Same would go between Profi and Lidl, which may be comparable with Profi in size, but noticeably higher quality merchandise - even if done under Lidl (or other) private brands.

    1. Thanks for your comments, Mr. Cristea. For additional research and analysis, to be provided upon request on a paid-for basis, feel free to contact the FRD Center team with a RfQ. The info provided in this blog posting is free-of-charge, therefore not complete.


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