ROMANIA: Huggies importer business, 10% rise in 2017 | Progresiv

Superfood Company, one of the largest importers and distributors of baby products, registered a turnover of about 21 million euros last year, up by nearly 10% compared to 2016. For 2018, the company estimates a turnover of about 22.5 million euros, amid the trend of consumption growth in this segment in Romania.

"In 2018, the increase of the Gross Domestic Product in the world is expected, more than in the previous years. This will result in the upward trend in consumption. We have had a growth pace slightly above the market, so we've managed to increase our market share for many of our ranges, including Organix organic products and the Baby Nova childcare range. At present, we are in an accelerated maturing process for many of the products we have in our portfolio, so 2018 will be a year of evolution, consistent growth and strength of our position on this extremely important niche", said Daniel Daraban, General Director of Superfood Company.

Superfood Company is a German-Romanian company and is among the major players on the local market for the import and distribution of children's products in the 0-3 years of age category. The company has been active on the Romanian market since 1992 and owns brands such as Huggies and Aleva Naturals (diapers), Organix and Hero Baby Solo (organic baby food), Baby Nova, Nuby, Dentistar and Bibi (childcare range), the products being also available in stores of major retail chains.