Romanians ate eight chocolate tablets each last year, two tablets more than in 2005. Sales of chocolate products on the domestic market increased by 19% in terms of volume last year against 2005, to 28,000 tonnes, the equivalent of 280 million 100-gram tablets, according to a survey by ACNielsen market research company. In terms of value, the chocolate market reached 186m euros last year, up 23% from 2005.
The development of modern retail over the past year was also felt at the level of the chocolate market. Thus, sales of chocolate-based products in major hypermarket and supermarket chains rose by 47% last year against 2005 (in terms of volume), ACNielsen says. These came to weigh 21% in the overall volume of the chocolate market in 2006 and accounted for 24% of its value. "Around 76% of Romanian households are consumers of chocolate, which is a good penetration rate," said Cristina Mosteanu, a senior brand manager for chocolate products with Kraft Foods Romania, whose portfolio includes Poiana and Milka brands.
She added that, in terms of the average consumption of chocolate per capita, the domestic market holds one of the bottom four positions in the EU, which demonstrates the high growth potential of consumption.
The market was driven up by increases registered on the most developed segment, that of tablets, which amounted to around 104 million euros and 19,300 tonnes per year. The average consumption in Romania is thus put at almost 8 tablets (of 100 grams each) per capita per annum.
Chocolate tablets are followed in the ranking of market segments by chocolate pralines, estimated to be worth around 27 million euros, and chocolate wafers, which logged sales worth almost 22 million euros last year.
According to Kraft data, the premium segment soared by 25% last year, in terms of its importance in the overall market of chocolate tablets. The best-selling product on this segment is Milka chocolate, as shown by the Nielsen survey. Milka witnessed the fastest increase on the market, tripling its market share in 3 years, according to Kraft data. It directly competes with Heidi or Anidor (Supreme Chocolat) on an increasingly more competitive segment owing to the tax-free imports from the EU. On the market of chocolate tablets, Poiana is followed by Primola (Supreme Chocolat) in the ranking of the best-selling products.
Supreme Chocolat announced it would focus on strengthening its position on the chocolate market this year. Kraft Foods Romania, the biggest player on the chocolate market, also announced it wanted a more solid position on this year, also planning to invest in production. The sales of chocolate wafers in 2006 are put by Nielsen at 22m euros, 12% of the total value of the chocolate market and at 14% in terms of volume.
Chocolate market
Reached 186m euros last year, up 23% against 2005
In terms of volume, sales of chocolate products rose by 19%, to 28,000 tonnes, the equivalent of 280 million tablets of 100 grams
Sales of chocolate products in major hypermarket and supermarket chains advanced by 47% last year against 2005 in terms of volume
The market was driven up by increases registered on the most developed segment, that of tablets, which amounts to some 104m euros and 19,300 tonnes per annum
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