Giusto Natura targets 25% of still drinks segment

Romanian soft drinks and mineral water producer Romaqua is targeting a quarter of the overall sales on the segment of still drinks (drinks with an up to 25% fruit content) this year. “Giusto Natura reached a 23.24% market share on the still drinks segment in November last year, consolidating its challenger position on the market,” said Mihaela Draghici, communication manager of the Romaqua group, citing a survey of the market research company TNS CSOP. According to the cited survey, on the still drinks segment, Giusto Natura left Prigat behind, a brand included in the portfolio of Pepsi Americas Romania. The category leader, Cappy, is a brand held by Coca-Cola. Romaqua launched the Giusto juices on the market in 2005, which are produced at the company’s Busteni-based plant. Prigat was leader of the still drinks segment in retail in 2004, with an almost 48% market share, according to a Nielsen survey cited by the company at the time. Eusediu Margasoiu, marketing manager of Pepsi Americas Romania, did not wish to reveal Prigat’s market share in 2007, but specified that his company was working with a different market research company.