Romania is a market with excellent potential, a strategic location, and an increasingly solid business climate. While careful evaluation of the market is needed in order to seize business opportunities, exporting to Romania is gradually becoming less challenging than in previous years in terms of the predictability of the business environment. In 2015 Romania registered the highest consumption growth rate of 9 percent, the highest in the last 6 years, mainly due to the significant increase of food and beverages sales, reaching 19.1 percent last year.
|Product||Imports 2015||5-Yr. Avg Annual Import Growth (%)||Key Constraints to Market Development||Market Attractiveness for USA|
|Fish and Seafood||World: 214,445,389 U.S.: 1,113,192||World: 5.19% U.S.: 34.11%||Although on a growing trend, fish consumption per capita is still low in Romania compared to other countries. Consumers’ education has room for improvement regarding the benefits of fish consumption. Price-quality ratio is one of the main purchase criteria.||Fish and seafood consumption is growing and this trend is expected to be visible in the following years. In 2014 the consumption grew with 14 percent compared to 2013. European Union has investment programs to push fish consumption.|
|Beef||World: 77,362,423 U.S.: 600,000||3-Yr. numbers: World: 22.31% U.S.: (0.33%)||Access to this market is restricted because of The stringent sanitary and veterinary EU regulations restrict the access to this market. Tariff quota for U.S. beef also restricts access to this market.||Meat consumption had an overall increase with 6 percent in 2014 compared to 2013. Beef consumption per capita had a 9 percentage increase in 2014 compared to 2013 and this trend is expected to continue in the upcoming years.|
|Nuts||World: 53,312,885 U.S.: 3,305,807||World: 12.16% U.S.: 31%||Price range might restrict target customers. Price is an important variable for the processing industry.||Lifestyle changes will further generate growth of this category. Food processing industry development and focus of healthier products.|
|Edible Fruits||World: 43,617,900 U.S.: N/A||World: 19.78% U.S.: N/A||Price range might restrict target customers. Price is an important variable for the processing industry.||Lifestyle changes will further generate growth of this category as it will stimulate consumption of dried fruits as snacks. Food processing industry development and focus of healthier products.|
|Fruit and vegetable juices||World: 31,351,257 U.S.: 232,283||World: 0.69% U.S.: (0.51%)||Big players already existing in the market.||Consumers’ focus on healthier products is a growth driver.|
|Processed fruits and vegetables||World: 305,890,997 U.S.: 39,985||World: 10.41% U.S.: 16.67%||Price range restricts target consumers. Price is a substantial variable for the processing industry.||Healthier eating habits and convenience push consumption of processed vegetables by final consumers and by the processing industry.|
|Soybeans and Products||
World: 291,775,431 U.S.: 27,032,851
World: 10.64% U.S.: 346.62%
|EU biotechnology policy.
|Imports to Romania have significantly increased. Insufficient local soybean production, it does not cover the needs.
|Wine||World: 46,658,942 U.S.: 57,980||3-Yr. numbers: World: (4.14%) U.S.: (31.19%)||Own consumption and local brands are very well represented.||Annual growth of 3 percent is expected in the following years, in terms of volume. Importers are willing to increase their selection of wines|
|Distilled spirits||World: 66,931,131 U.S.: 8,715,440||World: 2.65% U.S.: 1.06%||High level of own production and consumption. High level of excise.||Annual growth of 2 percent is expected in the following years, in terms of volume. U.S. is leader on bourbon segment.|
|Pet foods||World: 88,388,715 U.S.: 455,110||World: 8.52% U.S.: 18.82%||Price range restricts target consumers and puts U.S. pet foods in the premium price category.||Imports are dominating pet care products in Romania because most domestic firms are unwilling to produce such products in a category still considered too small to be profitable. Overall market is expected to grow because of the increased attention being paid by pet owners to the well-being of their pets.|
|Sauces, condiments, mustards||World: 59,917,689 U.S.: 111,758||World: 4.3% U.S.: 433.23%||Price range restricts target consumers.||Sales of sauces, dressings and condiments increased. Besides traditional products like mustard, ketchup, mayonnaise and herbs and spices, which will continue to be present in the majority of meals, more recent products, linked to international cuisine, are expected to be increasing present in homemade meals. For following years, volume growth with 17.25 percent is forecasted and a 13.7 percent increase in value sales.|