Romanians want lower prices even when buying the cheapest beverage, water

Cheap products, such as table or spring water, are the biggest threat to the mineral water industry, valued at around 300m euros, say bottlers.
Production at mineral water sources dropped by 9% in the first half against a year ago as part of consumers shifted to the low-price segment, that of mineral-free water.
The flood of cheap products on stores’ water shelves is forcing mineral water producers to boost the number of promotional offers and bet on large packaging, of 5-6 litres.
Companies’ representatives estimate the market contracted by 15% in volume in the first six months of this year from a year ago and say that it is only large packaging, of above 2 litres, which still brought them sales increases in 2010.
“I do not believe that the water sales advance generated by the high temperatures of August will offset the volume declines of the first half. I expect the mineral water industry to fall by 9-10%, even more, in 2010” maintains Becsi Zsolt, Apemin Tușnad CEO.
In his turn, Cristian Șerban, Rio Bucovina CEO, projects flat water sales against 2009 for his company, with the best scenario including slight growth, of several percentage points.