Local beverage market to see slight increase this year says Döhler Romania

Newsroom 25/07/2012 | 13:53

Eberhart Raducanu, GM of the local subsidiary of German ingredients supplier Döhler, talked to BR about the growth perspectives of the local beverage market this year and the company’s sales target.

Simona Bazavan


What kind of products do you provide locally and when was the local Döhler subsidiary set up?

DöhlerGroup is an international producer, marketer and provider of natural ingredients, ingredient systems and integrated solutions for the food and beverage industry. We supply a wide range of products from flavors and emulsions to natural colorants, bases for alcoholic and non alcoholic drinks, fruit preparations, blends, cereal and malt bases, sweeteners, fruit juice, fruit purees and beverage compounds. Overall we have more than 170 years of experience in the global drinks industry.

Just after the Revolution, Romania became a market with a huge potential for all industries. This is why Döhler begun investing locally in 1996 when I was sent to open a subsidiary here. We had the know-how and the experience gained in Germany so we thought it shouldn’t be very hard.

Since then, we have continued investing and this year we celebrate two years since we relocated to a new headquarter which cost us more than EUR 4 million. This investment represents our future. It features temperature controlled warehouses, laboratories and facilities where we prepare samples for our clients.


Who are your clients in Romania?

We work with companies from the beverage, dairy, ice cream and retail industries. Our collaboration is based on long term partnerships. We have worked with some of our partners for more than 20 years, before Döhler officially set up a local subsidiary.


How do you expect the local beverage market to evolve this year?

In 2011 the local beverage market stagnated compared to the previous year. It didn’t go up but it stopped decreasing as it was the case in 2009 and 2010.

For 2012 and even for the next year we expect to see a slight increase on this market especially for the carbonatate drinks, energy drinks and ice tea product categories.

Another category which is new in Romania but which is considered to have huge potential for growth is that of flavored water. I also believe that the nectar and 100 percent juice categories will begin to report growth in the years to come.


Have you noticed changes of the local consumers’ preferences?

Romanian consumers are increasingly interested in what they eat and drink and in the ingredients contained by the various foods and drinks. Low calorie drinks are expected to remain in the top of drinks preferred by consumers.


What is your turnover target for 2012?

This year we expect our consolidated sales to reach approximately EUR 21 million which means a turnover increase of 12 percent compared to the one reported in 2011.


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