Rising inflation and the heightened cost of living in Romania in 2023, negatively impacted retail volume sales of basic food and drinks, including hot drinks. Coffee sales were particularly challenged, with negative retail volume sales, as the unit price of coffee grew, further impacted by the rise in prices of the raw bean.
The outbreak of COVID-19 in Romania has led to an ongoing hybrid working lifestyle for many. With some consumers working from home, this has continued to drive retail sales of coffee and hot drinks in 2023.
Due to its dominance in the largest areas of coffee, Jacobs Douwe Egberts RO SRL, also led hot drinks as a whole in 2023. Strauss Romania SRL was the second largest player with its Doncafé brand, followed by Cafea Fortuna SRL with Fortuna.
Modern retailing continued its expansion in 2023, covering cities and gaining a dominant position in the distribution landscape. Retailers looked to attract consumers through deals and promotions during a time of diminished purchasing power and high prices.
The lifting of COVID-19 restrictions in March 2022 did not result in a recovery to 2019 sales levels, as rising inflation and the increased cost of living has challenged consumer purchases. The high cost of living continued to negatively impact the majority of Romanians in 2023, with foodservice suffering from lower consumer attendance, deemed unessential by families and consumers with lower disposable incomes.
The average unit price of hot drinks is expected to reduce over the longer forecast period as inflation eases and the cost of energy and logistics for manufacturing, in both off-trade and on-trade operations, stabilises. Purchasing power is expected to recover by the end of the forecast period, and this will aid growth in off-trade volume sales.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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