ROMANIA: Bio dairy category reached 19 million lei in 2015 | Progresiv
Bio dairy market in Romania has tripled in the last six years, reaching 19.6 million lei in 2015. According to an Euromonitor survey cited by packaging manufacturer Tetra Pak, the current rate indicates the exceeding of the threshold of 28 million lei in 2020 for this category. This development is supported both by local producers who contributed to the range initially presented only through private import brands, but also by retailers, developing separate placement for bio product in their selling space, very well signposted. 
"Romanians understand more and more that it is important to make healthy food choices and bio milk, along with the entire organic dairy segment, is increasing in their shopping cart. This consumption habit is gaining ground especially through brands that have to offer consumers a complete experience: sustainable products in environmentally friendly packaging. Thus, consumer expectations have increased, 26% of those in developing countries checking the labels and packaging if they are obtained through sustainable practices or are made from environmentally friendly materials", says Catalina Siriteanu, Operational Marketing Director Tetra Pak South Eastern Europe.
But consumers don’t make decisions only regarding the products they consume, but also regarding the packaging in which they are available on the shelves. According to Millward Brown Environment Research 2015 study, 77% of consumers say the environmentally friendly packaging leads them to choose a particular brand with greater extent, while 39% of them believe that it increases brand value.
In addition, the message of sustainability of the brand is complemented by Tetra Pak packaging made of 100% renewable resources, which support the positioning of bio milk bio as a healthy, nutritious product, while also helping the product to retain its natural properties - as claimed by Tetra Pak representatives.
Tetra Pak is the world leader in processing solutions, packaging and distribution of liquid food products, with approximately 23,000 employees in more than 80 countries.
