Mineral waters struggle to grow

Mineral water bottlers in Romania, which compete on a market worth more than 250 million euros annually, did not manage to boost their business to the expected levels last year.

Last summer, counting on the early hot days, the chairman of the National Mineral Waters Company (SNAM), Peter Elek, anticipated a 20-30% rise in the volume of bottled mineral water, also foreseeing that the threshold of one billion litres per year would be exceeded. The rain season was also early to come last year, though, and therefore the increase amounted to a mere 6%, to 890 million litres, according to statements by the SNAM chairman.

Mineral waters account for half of the entire beverage market, estimated to amount to almost 2 billion litres per year.

In Romania, mineral water consumption per capita stands at about 37 litres annually, significantly less than in the European Union, where consumption revolves around 100 litres per capita.

The market is mainly divided into carbonated mineral waters and still mineral waters.

“The largest bottler on the carbonated beverages segment is Romaqua, with Borsec brand, while the main bottler on the non-carbonated mineral waters segment is European Drinks, with Izvorul Minunilor,” stated Peter Elek, SNAM general manager.

According to a survey by market research company ACNielsen, last year’s top brands in terms of sales were Borsec (Romaqua), Dorna (Coca-Cola HBC Romania), Biborteni (bottled by Bibco Biborteni), Izvorul Minunilor (European Drinks) and Perla Harghitei, bottled by the same company.
georgiana.stavarache@zf.ro