Beer - Romania

The Beer market in Romania has seen significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Romanian customers have shown a growing preference for craft beers and specialty brews, moving away from mass-produced and mainstream beer brands. This shift in preference can be attributed to a desire for unique and high-quality products, as well as a growing interest in supporting local and independent breweries. Additionally, there has been an increasing demand for flavored beers, such as fruit-infused or barrel-aged varieties, catering to a more diverse range of tastes.

Trends in the market: One of the key trends in the Romanian beer market is the rise of microbreweries. These small-scale breweries have gained popularity due to their ability to produce small batches of unique and innovative beers. They often focus on using locally sourced ingredients and experimenting with different brewing techniques, appealing to consumers who value authenticity and craftsmanship. This trend has led to a wider variety of beers available in the market, offering consumers a greater choice and driving competition among breweries. Another notable trend is the increasing popularity of low-alcohol and non-alcoholic beers. Health-conscious consumers are seeking alternatives to traditional beers that are lower in calories and alcohol content. This trend is also influenced by changing social attitudes towards alcohol consumption, with more individuals opting for moderation or abstaining altogether. As a result, breweries are expanding their product portfolios to include a range of low-alcohol and non-alcoholic options to cater to this growing demand.

Local special circumstances: Romania has a rich brewing tradition, with beer being an integral part of the country's culture and social gatherings. This cultural significance has contributed to the strong demand for beer in Romania and has created a favorable environment for the growth of the market. Additionally, the country's growing tourism industry has also played a role in driving beer consumption, with tourists seeking to explore and experience local beers as part of their visit.

Underlying macroeconomic factors: The Romanian beer market has benefited from a stable and growing economy, with increasing disposable incomes and a rising middle class. As consumers have more purchasing power, they are willing to spend on higher-quality and premium beers, driving the growth of the market. Furthermore, the country's membership in the European Union has facilitated trade and investment, allowing for greater access to international beer brands and expanding the choices available to consumers. In conclusion, the Beer market in Romania is experiencing growth due to changing customer preferences, emerging trends such as the rise of microbreweries and the demand for low-alcohol options, local special circumstances such as the country's brewing tradition and growing tourism industry, and underlying macroeconomic factors such as a stable economy and increasing disposable incomes. These factors collectively contribute to the development and expansion of the beer market in Romania.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.