Sales of Red Bull energy drinks in Romanian retail doubled last year, reaching 31m RON (8.8m euros) and a volume of 1.33 million litres, in line with data released by the Nielsen market research company, quoted by Red Bull Romania.
The dynamics of Red Bull Romania sales was in line with the trend of the overall energy drinks market, which in 2006 surged by 109% in terms of value against the previous year, to 48.5m RON. The company thus reached a market share of 64% last year in terms of value, from 63.5% in 2005.
"Retail is the main distribution channel, followed by the HoReCa. The impulse channel (filling stations, kiosks) retains its clear position in the company's overall sales," stated the representatives of Red Bull Romania.
The company this year expects the market of energy drinks to see slower growth, as it is reaching a certain level of maturity.
The number of products present on the market has increased last year following the arrival of some imported brands in the wake of the 10% custom duties elimination.
Nielsen estimates the domestic market includes 30 brands of energy drinks, in line with data quoted by Red Bull.
Austria's Red Bull company set up its own office in Romania in 2005, targeting a rising number of retail sales points covered by a nationwide distribution network.
Despite not having changed their distribution strategy meanwhile, Red Bull Romania representatives also said they were trying to back up distributors in their moves to create specialised units for the HoReCa segment.
On the energy drinks market, a significant part of retail sales are operated through the HoReCa channel.
Retail last year brought producers and importers of energy drinks sales of around 2.3 million litres, up 123% against the previous period, the equivalent of 48.5 million RON, in line with Nielsen data.
Red Bull Romania, which has not published its 2006 financial results yet, last year generated turnover worth 10m euros (36.8m RON), almost five times higher than the level reached during the previous year, in line with Official Gazette data.
In Romania, Red Bull competes with Coca-Cola HBC and with the importer and distributor of Power Horse and Red Force energy drinks.
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