At present, the share of own brand products in total fast-moving consumer goods (FMCG) within Carrefour’s offer is five percent. “We expect this share to rise in 2009, but it will not be a significant increase,” said Carrefour Romania’s Marketing Manager, Andreea Mihai.
Players in food retail unanimously estimate that the Romanian FMCG market will directly feel the first effects of the financial crisis in 2009, which will reflect in a change in consumer behavior. According to Daniel Enescu, Partner of the Daedalus Millward Brown advisory company, Romanians will continue to consume basic goods but will migrate to less expensive brands and consumption frequency will decline.
Estimates made at the beginning of last year indicated that the Romanian FMCG market was to reach €40 billion in 2008, of which modern retail would have claimed some 40 percent. Major retailers operating in Romania are Metro, Rewe, and Carrefour, whose combined businesses exceeded €4 bln in 2008.
