Having a different strategy than its multinational competitors Coca-Cola and Pepsi, which rely on market share in terms of value, Romanian bottler Romaqua reached the highest sales this year in terms of volume on the still drinks segment (non-carbonated drinks with an under 25% fruit content), according to a Nielsen survey of the soft drinks retail market.
Data from the market research company show that in 2007, Giusto (a Romaqua brand) ranked second on the still drinks market, after Cappy (Coca-Cola) in terms of sales volume.
Romaqua representatives say the difference between Giusto's market share in terms of volume, and that of the second-ranking brand on the still drinks market, is of around 6%, citing another market survey.
Juices with low fruit content are currently the most dynamic segment of the local soft drinks market, as well as the most targeted by producers.
The last two years have seen the entry of strong competitors, such as Parmalat (with Santal Top), Tymbark Maspex (Tymbark Cool) and Carlsrom Beverages (Granini Racoarea Fructelor).
Of these, Tymbark is already among the top five brands on the market both in terms of volume and of value of sales, ranking fourth on the still drinks segment, as shown by results from a survey conducted by Nielsen in the first half of the year. Romaqua launched Giusto in 2005, which is bottled in the group's plant in Busteni (Prahova county).
The Fruttia brand was also launched on the market by European Drinks, which operates on all three segments of non-carbonated soft drinks - still drinks, nectars and juices with 100% fruit content. According to Nielsen data, in the first half of the year, Fruttia ranked last among the top five best selling still drink brands in retail, both in terms of volume and in terms of value.
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