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Romania UHT milk market

Download Romania UHT milk market

Extremely dynamic, the UHT milk national market is under permanent pressure of the imports. The milk produced in the neighbouring countries is knocking down the price barrier, making any reaction from the Romanian producers almost impossible. On the private labels segment, the battle seems to be definitely won by the imports, which is  the proof that the solution of the first price remains an important option for any retailer.

The things are no better for the producer brands either. Friesland is (also) producing in Hungary, thus sustaining indirectly the economy of the neighbour country. There is also the model of distributors brands which starts to gain ground, since the local factories bottle the same milk under two or three different brands. If they will succeed in time to dethrone powerful brands like LaDorna or Fulga, is to be seen.

The work “Romania – UHT milk market” is presenting an extended image of the category, analyzing not only the private labels developed by the local chains, but also the A brands and the strategies behind them. The distributors brands, considered even by the producers as the saving solution, are on upward trend and determined us to include them in this study. Even if nowadays the category seems equally divided between the A brands and those private, their existing in a nearer or further future could count. But it is a fragile equilibrium which could be broken at any time. This is because after all, the force of the private brands remains a weapon not to be overlooked.


“Romania – UHT milk market” is a work structured in five large chapters, which practically overview the whole national market, starting with year 2009 data, the entire structure of the category being pointed out with graphics and tables. The study is starting with the radiography of the Romanian market in 2009, and the statistics show the classification of the items pending the criteria most divers, like the country of origin untill price positioning of the private labels in relation with national A brands.

A distinct chapter is reserved to innovations in the market, many of them being launched just by the private labels. The audacy of some retailers and their openess to new products apparently of niche, led in time to new consuming habits. The UHT milk without lactose is today a distinct sub-category, as well as the UHT milk as a product of ecologic agriculture. This process of consumers’education does not stop to new items only, there are innovations on packing side too and the FSC certification (Forest Stewardship Council) is the proof most  obvious.

Into an extremely dynamic market and always under the import pressure, the strategies of the present players have a special importance, each of them being able to influence not only the results of the moment but also of the connected industries. We are not talking about the strategies of the producing companies only, but also those of the retail chains. Because after all the expansion of the private labels have the most diverse effects, as from absolute exclusivity up to differentiation based on assortment diversification. The exclusive packaging or the distributors brands do not miss from this equation, these being more and more the agreed formula by the companies. All these can be found in chapter III, which also includes the packing strategy for third markets and, as a first, the private labels which are produced by local companies for third markets.

The data are again to be found in the final part of the work in an entire chapter. The radiography of the category achieved at the end of February 2016, is showing not only the situation of the moment, but also the evolution of the national market for the latest years. What has changed and what did not work? Where the wrong was or which are still existing opportunities which are not sufficiently used? These are a few of the questions which find the answers at the end of the analysis.

The work “Romania – UHT milk market” is completed with six annexes intended to insure a clear and complete picture  of category evolution.

Annex IActive items; List of national assortment and the shelf price for each and every SKU;

Annex II - Items under private labels: the 20 pages annex presents the evolution of the private label assortment for every retail chain;   

Annex IIIItems of private labels delisted; all the items which vanished from the shelves in the great shops are specified here. The time when the product was active is also mentioned, besides the photo and details for each one of the products.

Annex IVThe items listed at regional level. These items are presented on basis of the structure in annex III.

Annex VMarketing actions. Here are mentioned the crossed promotions or trade promotions conducted by the retailers on their own brands in 2009-2016 interval.


The work “Romania – UHT milk market” is a complete data basis for 2009-1016 interval, with many photos, diagrams and table sheets, centralized at present moment. It is an   useful and professional working instrument, recommended to all factors of decision in retail and also to those who produce, distribute or import such products today.

Data collection was conducted by a team of Sales Consulting, a company specialized on retail and FMCG market analysis, was started on December 2009 on national level by periodically monitoring the following chains of modern retail:

  • Hypermarket: Auchan, Carrefour, Cora, Kaufland, Real;
  • Supermarket: Billa, Carrefour Market, Carrefour Express, Mega Image, Profi;
  • Discounter: Lidl, Penny Market;
  • Cash&Carry: Metro; Selgros;

Local or regional chains from traditional trade:

  • Supermarket: Adivin (Constanta), Alfa-Beta (Constanta), CBA (Transilvania), Oncos (Cluj Napoca), Europan (Salaj), Paco Supermarket (Vrancea), Zanfir (Vrancea), Unicarm (Transilvania), Succes (Oltenia&Muntenia), Annabella (Valcea), Merkur (Covasna-Harghita), Issa Supermarket (Bucuresti).



Price: 1950 lei (VAT included).


Note: The analysis is in Romanian language.

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