Natural juices gain ground

Bucharest-based Platinium Leaf, the exclusive importer and distributor of Pfanner juices in Romania, saw its sales figures double last year, according to sales manager Catalin Tapi. “Sales of Pfanner juices rose both in volume and in value by about 110%. We reached a 25% share of retail sales on the orange and grapefruit segment of the natural juice market,” said Tapi. The Pfanner brand is also present on the nectar and still drinks segments. Pfanner is one of the main producers of natural juices in Austria and faces competition in Central and Eastern Europe mainly from its Austrian rival, Rauch. Neither of the two Austrian groups is currently planning to invest in production facilities in Romania, with both companies importing their products. All the European players on this market, explained Tapi, want to see a significant increase in consumption before considering bottling investments in Romania. He added that consumption of natural juices and nectars per capita was ten times lower in Romania than in Germany. Platinum Leaf began importing and distributing Pfanner juices in February 2004, taking over from Eurocafe Romania. Platinium Leaf generated turnover of around 3 million euros last year, added Tapi. ZF