Orangina sales expected to rise 20% in 2008

“At the end of 2007, Orangina sales registered a 5 percent rise compared to the previous year, when sales exceeded 6 million bottles. We are expecting a 20 percent increase in the volume of sales by the end of 2008,” according to a statement for Business Standard by the company’s Vice President for Marketing, Catalin Ignat.

Orangina is a brand of carbonated soda, with a high juice content (12 percent) and orange pulp (2 percent), produced in Romania by URBB since 2005. Four varieties are available on the local market: Classic, Light, Rouge and Passion. At present, Orangina is benefiting from 75 percent notoriety while the recognition rate is 65 percent, according to a study by GfK research company.

Ignat indicated that some 20 percent of Orangina sales are HoReCa, while the remaining 80 percent is through retail chains and traditional stores.

The consumption of natural juices in Romania in 2006 was 12 liters per capita, while in Austria, Germany, Poland and Hungary per capita consumption is some 40-50 liters, according to URBB data.

Producers are estimating that the domestic soft drink market, which includes mineral water, will amount to some €850 million in 2008. Main players on this market are URBB, with its Orangina and Granini brands, Tymbark Maspex, with its Tymbark brand, Pepsi Americas with the Prigat juices, and Parmalat, with the Santal juices.