60% of Europe’s mineral water reserves are in Romania

November 24, 2011

New research has found that there is good potential for growth in the bottled water industry in Romania and just a 20% of the springs are exploited.

According to Rio Bucovina, one of the country’s main mineral water bottlers, Romania's average water consumption is 50 litres per capita: half of the European average.

There remains, however, good potential for growth considering that, while 60 per cent of the European mineral water reserves are located in Romania, only 20 per cent of the springs are currently exploited.

With regard to the bottled water industry in general, Rio Bucovina estimates that around 11.3 million hectolitres are bottled annually, with consumption reaching 35 million hectolitres, even allowing for a modest five per cent annual growth.

Rio Bucovina’s research also shows that over 60 per cent of the Romanian bottled water consumers are women; more than 80 per cent of the consumers drink still water; and 17 per cent choose to combine sparkling water with alcoholic beverages. The split between still and sparkling waters currently stands at a ratio of 56:44.

Interestingly for the watercooler industry, the highest consumption is in the capital Bucharest, where more than 60 per cent of the population drinks bottled water every day. In terms of consumption, Bucharest is followed by Southern Romania and Moldova, Transylvania and Banat. The lowest consumption figures are reportedly in the countryside where alternative water sources - such as wells – are found.

In terms of the most popular packaging format, the two-litre PET is the top choice, followed by the five-litre version.

“The economic crisis has encouraged Romanian consumers to look for larger units that come with more competitive prices,” said Camelia Hoinerescu, marketing manager at Rio Bucovina.

According to Nielsen, Rio Bucovina occupies third position in the local market. Last year it reported a RON 85 million turnover and aims to reach RON 110 million this year.  The company also produces Rio soft drinks and distributes food and non-food products.                                                                                                                                                           

                                                                                                                               Photo Credits