“I expect a growth of at least two percent in market share for Strauss. Surely, the Doncafe brand will be in the Top 3,” Matanya Schwartz, General Manager of Strauss Romania, told Business Standard.
According to a study by the MEMRB market research company, Strauss Romania is the second-largest player on the local coffee market, after Kraft Foods, considering that the top five players claim a total 86 percent market share in terms of value.
The Romanian coffee market, estimated at €250 million, is dominated by three companies, Strauss, with the Doncafe brand, Kraft Foods, with the Jacobs and Nova Brasilia brands, and Nestle, with the Nescafe brand.
Schwartz said he is optimistic about the company’s evolution in 2009, as sales “exceeded expectations in spite of the financial crisis,” and were also higher than the level registered in 2008, on a market with trends of stagnation and even decline.
