The mineral water market in Romania is growing in 2016, also due to the reduction of VAT on food in 2015.
However, even though Romanians know they should drink 2L of water a day, most drink only half that amount. Studies show that we usually drink mineral water in the morning, at night, during and after sports activities, before and after meals, and whenever we are thirsty.
End consumers of mineral water in Romania
According to the National Mineral Water Society, mineral water consumption in Romania stands at 50-60L / capita vs. 100-105 L/ capita, the European average. Mineral water consumption is primarily in urban areas, with the preferred SKU being the 2L PET bottle (according to previous research).
Romanians overwhelmingly prefer (99%) local brands of natural mineral water, due to their reputation as well as their competitive price compared to imported brands. In the last 3 years, the share of still mineral water in total bottled water consumption has increased to 40%, with the remainder being carbonated mineral water, although 20 years ago, most Romanian consumers opted almost exclusively for carbonated mineral water.
Mineral water consumption has also seen an increase due to the reduction of VAT on food, from 24% to 9% in June 2015. Romanian consumers prefer local natural mineral water brands in a proportion of 99%. Romanians’ favorite brands are Dorna, Borsec, Bucovina, and Aqua Carpatica.
Players in the Romanian mineral water market
The mineral water market in Romania is divided among the major producers and bottlers of mineral water in Romania. These are, by turnover in 2015:
- Coca‐Cola Hellenic Bottling Corporation (Dorna, Izvorul Alb, Poiana Negri),
- Romaqua Group (Borsec),
- European Drinks (Izvorul Minunilor and Hera),
- Rio Bucovina (Bucovina),
- La Fântâna (La Fântâna),
- Global Aqua Invest (Biborţeni),
- Carpathian Springs (Aqua Carpatica),
- Perla Harghitei (Perla Harghitei),
- Azuga Waters (Azuga) and
- Rieni Drinks (Izvorul Minunilor), according to data from the Ministry of Finance.
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