ROMANIA: PepsiCo expects an advance of up to 10% in the local business | Progresiv
PepsiCo, one of the most important players in the local soft drinks industry, relies this year on a 10% advance in turnover, in line with market developments and sustained by rising consumption, said for Progresiv Nikos Tzinieris, Commercial Director of PepsiCo East Balkans. 
"2017 is a new good year for PepsiCo Romania, with a positive macroeconomic environment; an increase in GDP of over 5% is estimated this year, primarily due to the increase in consumption, which is reflected in the development of the categories in which we operate. We have growth in line with the market, with a high single digit percentage, thus strengthening the exceptional evolution of the past two years. Our main brands continued to report sustainable growth", explained Nikos Tzinieris.
Both the beverage and snacks divisions reported growth of up to 10%, with a different dynamics by category. Soft drinks, in particular the Pepsi brand, remain the main segment of business, growing especially from the categories of products without sugar and flavors. In addition, Lipton and Prigat are other segments that have increased their share.
"For example, the soft drinks category (LRB - Liquid Refreshment Beverage) is mature in Romania, with a high consumption per capita, especially in terms of carbonated soft drinks. Growth is primarily due to the categories of products considered more nutritionally and lifestyle balanced, such as those without sugar, natural juices and ice tea. Snacks, on the other hand, are a relatively new category, with low per capita consumption and higher growth prospects, especially through increased penetration and building new consumption opportunities", Tzinieris explained.
Among the projects that PepsiCo has invested in this year are redefining the carbonated drinks portfolio by adding new flavors to the Mirinda range, relaunching the 7UP brand, or the Smiles brand campaign for Lay's.
In addition to targeting consumers for more nutritious products, the PepsiCo representative mentions a change in consumer behavior regarding packaging. "The Romanians do not make big supplies as they used to do during the crisis but prefer to eat fresh products in smaller packages and go shopping more often," added Nikos Tzinieris.
Quadrant Amroq Beverages, the PepsiCo beverages bottler in Romania, posted last year a turnover of 172.7 million euros and a net profit of 6 million euros.
