Biborteni fights its way onto the non-carbonated juice market

Moreover, the company’s management expects to gain about two percentage points in market share on the sparkling water segment, compared to 4-5 percent at present.

Madalin Simion, Brand Consultant for Biborteni, told Business Standard that an increase in market share is a reasonable goal, considering that “the market will continue to grow, but at a slower pace than in the past few years.”

The mineral water market (including the carbonated and non-carbonated segments) increased by an annual 21 percent in terms of volume and by 31 percent in terms of value, according to company officials.

“It is difficult to predict the trend of sales in 2009. However, under no circumstances will the market fall below the value registered in 2008, as water is a product at the base of the food pyramid,” said Simion.

The Valea Brazilor brand registered the highest increase on the mineral water segment, of 17 percent, while its Limo lemonade brand gained 52 percent compared to 2007, the most significant growth on the soft drink market.

Biborteni estimates a 10 percent increase in net sales this year, from the €12 million posted in 2008. Main players on the mineral water market include Romaqua, Coca-Cola HBC Romania, Bucovina, Perla Harghitei, and Apemin Tusnad.