ROMANIA: Danone Romania’s revenues dropped by 5% in 2014 | Progresiv

Danone Romania, the yogurt market leader, recorded in 2014 a turnover of 456 million lei (102 million euros), down by 5% compared to the previous year, according to data provided by the company. The result was influenced by the pressure of commodity prices, and the unfavorable impact of the development of financial risk management instruments, according to statements by Dieter Schulz, general director of Danone South Eastern Europe.

In terms of market share, Danone remains the undisputed leader of the yogurt segment with a share of around 50% in value, according to Nielsen data cited by the company. In 2014, Danone continued to open new segments in the category, bringing novelties to consumers and solutions for different consumtion occasions. Among these innovations are Activia 3 in 1 (3 layers: yogurt, fruits, cereals), the new Cremosso Intens and children breakfast products. In addition, the company changed the recipe for Danone Natural yogurt, which from last autumn contains only milk and yeast.

The Danone factory in Bucharest annually processes around 50 million liters of milk, 98% coming in 2014 from partner farms in Romania. The factory also works on the  Romanian market for other countries in Europe. In total, since entering the Romanian market, Danone has invested in its local operations over 340 million lei.

As of 2013, Danone Romania has become the center of South Eastern Europe region, including Romania, Bulgaria, Greece, Moldova and the Adriatic countries (Serbia, Albania, Bosnia-Herzegovina, Macedonia, Kosovo), serving a potential market of over 60 million consumers. Danone Romania is the market leader in the yogurts segment. The company has a portfolio of over 90 kinds of products, mostly made in the factory in Bucharest with fresh milk collected from Romanian farmers.