“Marketing budgets will be adjusted this year depending on market conditions,” said Ionut Pascu, Project Manager of the Roland Berger strategy advisory company. This adjustment is due to a drop in net revenues of households, and the sharp fall of the supply of consumer loans from banks, said Daniel Enescu, Partner at Daedalus Millward Brown.
Players in the food retail sector unanimously estimate that the Romanian FMCG market will feel the first effects of the financial crisis in 2009, which will register modified consumer habits.
The FMCG market will increase 10 percent in 2010, and modern trade will register an even higher growth rate, of 10-15 percent, as a result of the expansion of networks and the fact that consumers redirected themselves to this type of retail, according to Antonie Radu, General Manager of Rewe Romania.
According to estimates made at the beginning of 2008, the local FMCG sector should have reached €40 million, 40 percent of which would be controlled by modern commerce.
