If large companies have a well-managed distribution system, smaller players could use some of the practices of FMCG multinationals, which involve marketing strategies and initiatives that have already proved to be viable on the market.

Irimia added that the domestic market will initiate a consolidation process in the near future, and two of the top three companies on the local market could increase their market share. Likewise, the financial crisis could be propitious for mergers, with small companies whose market share is 5-6 percent market share, being the most targeted.    

The Romanian soft drink market (which includes the sparkling water segment) reached €900 million in value and some three billion liters in volume in 2007, according to market data. Major mineral water producers are Romaqua Group, Bibco Biborteni, Pepsi Americas, Dorna Apemin, Perla Harghitei, and Rio Bucovina. The average annual sparkling water consumption in Romania is 64 liters per capita, compared to some 120 liters in Western European countries.