The top three players on a market, currently estimated to be worth €300 million, are Danone, Friesland, and Tnuva.
Muller Romania’s Vice President of Marketing, Tzafrir Granat, is optimistic about the company’s net sales in 2009, saying that the economic recession will not significantly affect the local dairy market.
“We are talking about a premium segment yoghourt. The market’s potential will exceed the effects of the crisis. I estimate a growth rate in excess of 10 percent in 2009 for the category we are in,” said Granat.
According to data provided by the company, the value of sales on the yoghourt market rose 30 percent year-on-year in 2008, and the consumption per capita increased to nearly 4 kg, compared to 3.5 kg in 2007.
“We are not at England’s level, or that of France, we are actually behind some countries in Eastern Europe, at half of Hungary’s consumption, and this is why I say there is room for development, growth,” added Granat.
The consumption of imported products is currently registering an upward trend, according to studies carried out by Muller, especially those on the premium segment. “The Romanian client is willing to pay more for quality products, better ingredients. Products made abroad are sought after in Romania, they are a guarantee for the product’s quality. Brand, quality, and then price are the criteria that matter in the decision to buy a product,” said Granat.
