Apemin Tusnad is not expecting takeovers on the mineral water market

Florin Nechita, the new marketing manager of bottler Apemin Tusnad, believes the local mineral water market will not be dominated by 3-4 players, as is the case on other more complex markets, such as the beer market. Locally, the mineral water market is among the few market segments where multinationals have not come to hold a dominant position. Coca-Cola Hellenic and Pepsi Americas, the only multinationals with local production, account for just 15% of the 1.15 billion litres of water bottled at the SNAM springs (National Company of Mineral Waters). “The mineral water and beer markets are very similar: consumption is on the rise, and brands are becoming increasingly big, as are the companies’ communication budgets. The difference is in terms of acquisitions: I don’t think we will see brand takeovers, which happened in the beer industry,” said Nechita, who, before coming to Apemin Tusnad, worked for Ursus Breweries.