The company posted an 18 percent annual increase in business, up to €130 million. “We made some estimates at the beginning of 2009 that proved to be above the reality on the market, so we must adjust them. However, Danone continues to be leader in Romania on several segments, with a 60 percent share of the total market, far ahead of the following competitor, that has a 10.5 percent market share,” the Corporate Affairs “Nutrition&Science” Director South East Europe Danone, Bogdan Ioachim, told Business Standard.
According to representatives of the Romanian Employers Association in the Milk Industry (APRIL), the dairy industry registered a 20 percent drop in sales in the first quarter of this year. For the whole of 2009, APRIL’s management is optimistic, counting on a 10 percent rise.
Danone’s strategy for 2009 includes expanding the company’s product portfolio. “The fact that we are market leader on the plain yoghourt segment forces us to constantly launch new products. We are planning to launch new products on the fruit yoghourt category and the traditional product segment, but these are just initiatives so far,” said the company official.
