Unilever makes up for stagnation

Unilever South Central Europe (USCE), the Balkan unit of the Anglo-Dutch consumer goods giant, last year reported turnover of 95.3 million euros on the Romanian market, an increase of around 4% on 2003.

“We exceeded our sales targets for the second year in a row and we can say that the Unilever business in Romania has resumed its solid growth after two years – 2001 and 2002 – when results were not satisfying. We are very close to the 100m-euro threshold on the Romanian market,” said Martina Kastler, USCE chairperson.

Unilever is one of the main players on the Romanian consumer goods market with a portfolio of over 20 brands, including Dero washing powder, Knorr Delikat seasonings, and Delma and Rama margarines. Unilever also supplies the personal care products market with its Dove, Sunsilk and Rexona brands, and the cleaning products market with Cif and Domestos.

The company has invested heavily on the Romanian market to date, with Romania being the regional centre of its Balkan business, which also includes Albania, Bulgaria, Bosnia-Herzegovina, Macedonia, Moldova, Serbia and Montenegro.

“The rally on the Romanian market is very important because strong growth in Romania, which is the financial base of the entire region, allows us to step up our deals in the other countries part of USCE,” Kastler added.

USCE last year generated a turnover of 139 million euros, 6% higher year-on-year. The company has not yet disclosed it profits for 2004, though Kastler said its profit margin had increased compared to 2003.

USCE this year raised its capital by over 11 million euros, part of which is to be invested in infrastructure.

“We need more money to invest in the infrastructure of the business and by raising the capital we will be freer to achieve our objectives. Since Unilever is a mature business on the Romanian market, our next step is to invest in infrastructure. This involves investment in transportation, warehouses, in the way the IT systems are implemented and the way we are connected with business partners,” explained Kastler.

Unilever’s main competitors on the Romanian market are Procter & Gamble and Henkel Beiersdorf on the personal and home care products market, Nestle on the seasonings market, and Orkla Foods and Royal Brinkers, who make margarine. georgiana.stavarache@zf.ro