Nestlé launches on the Romanian market NESVITA® brand

Nestlé launches on the Romanian market NESVITA® brand, a snack of oats with fiber, vitamins and minerals. According to a study conducted by Nestlé in December 2021, for 72% of romanians in urban areas, the ingredients are the most important in the decision to purchase a food product.

That is why the new recipe includes whole oatmeal, dried fruits, seeds and honey, and is an important source of fiber, which supports the different needs of the body, as well as a healthy lifestyle. The new products do not contain added sugar.

NESVITA® is available in stores in three variants: Oat snack for energy, Oat snack for healthy skin, Oat snack for immunity. The plum-apple variant with flaxseed was developed to provide extra energy, the carrot-apple variant contains vitamins B2 (riboflavin) and B3 (niacin) that contribute to maintaining the health of the skin, and the variant raspberry, black currants and flaxseed with vitamins C and B6 was created with the purpose of supporting immunity.

The three breakfast proposals are available in packages of a single serving (35 g), are prepared easily and are very tasty for the whole family. For the preparation you can pour milk or vegetable drink, yogurt or water over the product, resulting in a nutritious snack, ready to be consumed in just 3-5 minutes.

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“The importance of fiber and whole grains in the diet is a topic that must be addressed to as many consumers as possible. By launching NESVITA®, we want to support consumers’ education on the role of whole grains and fiber in maintaining health, while encouraging them to improve their eating habits”, says Mihaela Bușu, Business Executive Officer, Nestlé Romania.

Global  Context

The NESVITA® product range falls into the breakfast cereals category, fragmented into many segments such as ready-to-eat cereals, granola, muesli, porridge, oat snacks, etc, according to codex Alimentarius. The breakfast cereal industry has had steady growth throughout its history. According to a study conducted by Ipsos Marketing, in terms of oat snacks and porridge, Scotland and the UK are the countries with the highest consumption and in countries closer to Romania, such as Poland or Serbia, consumers are already familiar with this sub-category.

Local Context

According to the data provided by Nielsen Retail Audit, in Romania, the breakfast cereals market reached in 2021 the value of EUR 70 million, the largest market share of 88.5% being held by ready-to-eat cereals.

The sub-category of oat snack cereals is relatively recently developed in Romania, with a value of EUR 851 thousand and a share of only 1.2%, but with a considerable evolution both in volume (+ 38%) and in value (+44%).

Fiber consumption in Romania

The recommended consumption of dietary fiber is, on average, 30 g per day. A 35g serving of NESVITA® oat snack provides approximately 10% of the daily dietary fiber requirement, providing between 2.8g and 3.5g of fiber per serving.

Consumption of whole grains in Romania

60% of Romanians in urban areas consider that healthy eating is the most important contributor to a healthy lifestyle, according to the study conducted by Nestlé in December 2021. Although Romanians know that whole grains are rich in dietary fiber and can help reduce the risk of certain chronic non-communicable diseases, the average consumption is only 2.8 times a week. The consumption in Romania is far below the recommendations, which propose that half of the cereals and derived products (bread, pasta, rice) consumed in a day should be whole grain. Only 16% of Romanians in urban areas consume whole grains more than 5 times a week.