Dariusz Komisarek, general manager of Masterfoods Romania, the importer of Mars Inc. US group, says the company will focus on the segment of chocolate bars this year, after chocolate sales have surged by 60% in the past two years.
"Consumers are increasingly mobile, are spending less and less time at home, which explains the shrinking share of chocolate tablets in the overall chocolate market and the growth of the praline and bar segment. Nevertheless, the current 50% share of chocolate tablets (according to MEMRB data i.e.) is high, compared with other markets in the region, such as Bulgaria," says Dariusz Komisarek.
Masterfoods Romania operated sales worth almost 45 million euros last year, up 18% year-on-year. Komisarek expects to derive turnover worth around 54 million euros this year, 20% higher than last year.
The company has boosted sales on the chocolate segment by around 60% in the past two years, according to its own information. One of the main factors behind this development is the market's potential, with the bar segment registering growth by around 25% last year against 2005, according to MEMRB data cited by Masterfoods. The company has not revealed, though, the value of chocolate bar sales in 2006.
"The chocolate segment was the driver of last year's growth. In 2006, we raised our share of the chocolate market by 2% and by 5% on the segment of bars, compared with 2005," states Komisarek.
"The upward trend of chocolate consumption in Romania is sure to maintain in the next 5 years. Romania's EU integration will speed up market growth and the increase in generated profits, in the wake of the elimination of the 18.2% import taxes," stated Komisarek.
He also says the pet food market has a long-term growth potential, unlike the chocolate one. Beside the Mars, Snickers, Twix, Bounty and Milky Way chocolate bars, the company's portfolio also includes pet food (Whiskas, Pedigree, Chappi and Kitekat) and Uncle Ben's or Dolmio sauces.
The company plans to expand its distribution network in the following period, so as to increasingly cover the areas outside cities.
"Chocolate bars are an impulse buy and this is why distribution to convenience stores is such an important element of our strategy. We see high potential in petrol station outlets," says Komisarek.
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