Countries covered: Romania
InterBiz Group finalized the complex analysis of Milk and Dairy Market in Romania. Romanian milk and dairy market registered significant changes over the last years and it is foreseen to be emphasising in the next period. The most important event which influence the market is the integration of Romania in European Union.
Home Market
From total production of 6 billion liters, less than 25% is delivered to dairies, the rest being direct sales on free market and self-consumption. In 2006 it observed a substantial increase of the main dairy products.
Forecasts
From the value point of view, in 2006-2010, the Compound Annual Growth Rate (CAGR) of industrialised dairy will be about 8% due to:
- Currency rate of exchange (strengthening of RON with respect to EUR).
- Development of consumption of high added value milk products (especially cheese and fresh flavoured and fruited dairies);
- Increasing purchasing power with about 3-4%/year;
- Development of the modern retail chains -
supermarkets, hypermarkets, cash&carry, discounters. Competitive environment.
- Producers started to adopt new packaging and processing technologies being constrain by increasing of competitive environment to improve quality of products. Despite the market consolidation of the first 10 producers, only two of these producers having a quota bigger than 10 % in the last 2 years - Friesland Foods and Danone.
- Consumption and Consumers.
- Cottage cheese (white) have the highest penetration rate, but the most important growth, between 2000 and 2005, were registered for flavoured and fruited yoghurt. Sourcing of milk (of cow, of sheep, of buffalo) is one of the most important criteria for Romanian consumers in the moment of purchasing. General food stores are still the main forms of trade preferred by dairy consumers, but supermarkets account about one third of consumer preferences.
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- 1. Executive Summary
- 2. Demographics Data
- 2.1. Population structure, by age, by sex, by county, 2001 - 2005
- 2.2. Demographic trends
- 2.3. Population expenditure structure, 2002 - 2005
- 2.4. Population expenditure for milk and dairy, volume and value, urban and rural, by region, by family type, 2002 - 2005
- 3. Retailing in Romania
- 3.1. Retail structure in Romania, 2005 - 2006. Trends.
- 3.2. Retail evolution, 2001 - 2006e
- 3.3. Retailer’s activity and private label trends
- 4. Dairy Industry
- 4.1. Segmentation
- 4.2. Geographic concentration of industry
- 4.3. Support policies of the sector
- 4.4. Market structure
- 4.4.1. Raw materials (base raw materials)
- 4.4.2. Market structure diagram
- 4.4.3. Key players
- 4.5. Quality
- 4.6. Packaging trends
- 4.7. Home dairy market
- 4.7.1. Production Production of milk and destination, Romania and by county, 2001-2006e
- Production of dairies in industrial units, by products and subproducts, volume and value, 2001-2006e
- Production of organic dairies - evolution and trends
- 4.7.2. Imports
- Imports of dairies, by products and subproducts, volume and value, 2001-2006e
- Sources of imports
- 4.7.3. Exports
- Exports of dairies, by products and subproducts, volume and value, 2001-2006e
- Destination of exports
- 4.8. Competitive environment
- 4.8.1. Processing capacities and utilisation
- 4.8.2. Main indicators of the sector, 2002 - 2005 (number of firms, employment, total turnover, productivity, investments analysis), by firm size. Market concentration.
- 4.8.3. Top 30 producers, by turnover, 2002 - 2005 (including general data: address, phone, fax, eMail, www, subsidiaries, shareholders and other data: profit rate, employees).
- 4.8.4. Presentation of main competitors and strategies
- 4.8.5. Competitive environment trends
- 4.8.6. Model of determining the type of strategy for companies in the milk processing industry
- 4.9. Sales of Packaged Dairies
- 4.9.1. Sales of packaged dairies (consumption milk, soy milk, sour milk, coffee whiteners, cream, yoghurt, powder milk, hard cheese, processed cheese, fromage frais, quark, deserts)
- - Sales of dairies, by subproducts, volume and value, 2001-2006e
- - Market share of competitors, 2002-2006e
- - Market share, by brands, 2002-2006e
- - New launches, 2003-2006
- - Forecast of sales, by subproducts, volume and value, 2006-2010
- 4.9.2. Sales of packaged milk (fresh/pasteurized milk - full fat, semi-skimmed, fat free)
- - Sales of packaged milk, by types, volume and value, 2001-2006e
- - Market share of competitors, 2002-2006e
- - Market share, by brands, 2002-2006e
- - Prices for packaged milk, 2003-2006
- - Forecast of sales of packaged milk, by types, volume and value, 2006-2010
- 4.9.3. Sales of cheese (processed cheese, fromage frais, yellow cheese, others)
- - Sales of cheese, by types, volume and value, 2001-2006e
- - Market share of competitors, 2002-2006e
- - Market share, by brands, 2002-2006e
- - Prices for cheese, 2003-2006
- - Forecast of sales of cheese, by types, volume and value, 2006-2010
- 4.9.4. Sales of cream
- - Sales of cream, by types, volume and value, 2001-2006e
- - Market share of competitors, volume and value, 2002-2006e
- - Market share, by brands, volume and value, 2002-2006e
- - Prices for cream, 2003-2006
- - Forecast of sales of cream, by types, volume and value, 2006-2010
- 4.9.5. Sales of yoghurt (plain/natural, flavoured, fruited, probiotic, drinking yoghurt; dietetic and fatty yoghurts)
- - Sales of yoghurt, by types, volume and value, 2001-2006e
- - Market share of competitors, volume and value, 2002-2006e
- - Market share, by brands, volume and value, 2002-2006e
- - Prices for yoghurt, 2003-2006
- - Main flavours and fruits used for flavoured and fruited yoghurt, volume and value, 2003-2005
- - Forecast of sales of yoghurt, by types, volume and value, 2006-2010
- 4.9.6. Sales of powder milk
- - Sales of powder milk, by types, volume and value, 2001-2006e
- - Market share of competitors, volume and value, 2002-2006e
- - Market share, by brands, volume and value, 2002-2006e
- - Prices for powder milk, 2003-2006
- - Forecast of sales of powder milk, by types, volume and value, 2006-2010
- 4.10. Consumption and Consumers
- 4.10.1. Consumption of milk and dairies, by products and by region, volume and value, 2001-2005
- 4.10.2. Motivation of consumption
- 4.10.3. Penetration degree, frequency of consumption, consumption quota, preferences and purchasing places, by products, 2001-2005
- 5. Dairy Industry in European Union
- 5.1. Summary
- 5.2. Production, imports, exports and consumption, by country, volume and value, 2001 - 2005
- 5.3. Evolutions and perspectives of dairy industry on medium and long terms
- 6. Strategic options for companies in the milk industry
- 7. Strategic Analysis of Dairy Industry (M. Porter)
- 8. SWOT Analysis
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