Romania’s instant coffee market was evaluated at US$165.459 million for the year 2020, growing at a CAGR of 5.05% reaching the market size of US$233.627 million by the year 2027.
The rising popularity and expansion of speciality cafes and coffee shops further the growth of instant coffee.
According to the statistics presented by the CBI (Centre for the Promotion of Imports), there has been a rise in the amount of coffee sold in Romania over the period 2016-2018. In Romania, coffee sold increased by 15%. Instant type coffee is prevalent and famous among consumers of all groups as it incorporates more robust and fruity flavours into the coffee, so instant coffee has a considerable market in this country. In conjunction, as consumers are interested in adding quality and variety of flavours and tastes to their coffee, the market players are offering different flavours to meet their demands effectively.
The rapid growth of café chains is also pushing Europe to a good position, and Romania showed a growth in the café and coffee shop outlets by more than 25% in 2018. Some examples of popular coffee chains are McCafé, Starbucks, and Caffé Nero, among others. The coffee festival in Romania is called the Bucharest Coffee Festival. Speciality coffee is a smaller market than the instant coffee market in Romania. However, it is still growing at a decent pace owing to the different speciality roasters and shops opening up to cater to the demand for high-quality coffee among the high-income consumer. This has led the speciality coffee shops to increase from 3 shops to 90 shops over six years (from 2013-2019). In addition, there are coffee festivals organized in Romania apart from the Czech Republic to ingrain coffee culture into the country further. Therefore, these factors are causing the demand for high-quality instant coffee to fuel and are propelling the market growth over the forecast period.
It is projected that the type of freeze-dried instant coffee will dominate the market. The superior quality of freeze-dried coffee in comparison to regular coffee is the main element fueling the industry's expansion. As a result of the media's growing influence, particularly the various e-Commerce platforms, educational healthiness programs, events, and publications by international health administrations like the World Health Organization, there has been an increase in consumer awareness of wellness and health throughout the world. The most popular application for freeze-dried coffee is in travel pouches for coffee lovers. The preparation is quick, straightforward, and easy. Additionally, these freeze-dried ready-to-drink coffees are offered in a variety of packaging options, mostly in the form of bottles, cans, and tetra packs that come in a range of volumes and pack sizes to suit the requirements of varied customers.
Product Offerings by the market players in the Romanian Instant Coffee Market
The offering of better and advanced varieties of Instant Coffee with enhanced flavor and aromas, among others, by existing and new players in different markets is estimated to lead to increased adoption and propel the market growth further over the forecast period.
Fortuna Coffee, a coffee-producing company in the Romanian region and a part of the CONARG Group, offers products such as “Fortuna Rendezvous Instant,” “Fortuna 3in1 Strong, “and “Fortuna 3in1 Classic” among the instant varieties and some other coffee products.
Recent Developments and expansions
COVID-19 Impact
Due to the country's restaurant and coffee shop closures, a modest fall in the instant coffee market is anticipated. Disruptions in the supply chain also hampered market expansion. However, it is projected that the market would recover due to the present trend of online shopping for consumption at home.
Segmentation