Romania is the second-largest market in Central-Eastern Europe with 19.2 million inhabitants. Despite its high production potential and recent progress thanks to EU funds, the Romanian agro-industrial system is not able to meet the domestic demand for agricultural and industrial food products. The country is still a net importer. In 2020 the F&B trade balance was negative by 1.9 billion euros.
Despite the fast-growing purchasing power of Romanians in recent years, Romania is ranked 31st among European countries with 5,611 euros per capita in 2019 (latest available data), equivalent to about 40% of the European average of 13.894 euros (Source: GfK Purchasing Power Europe 2020).
Italian cuisine is one of the most appreciated by Romanians, and it is also one of those to which they feel closest. Made in Italy also enjoys an image in Romania that is linked to the highest possible quality. Many Italian restaurants are present, as well as a large Italian commercial community (throughout the country there are about 18,500 active companies with Italian capital), and a band of local buyers with great purchasing power concentrated in major urban centers.
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FOOD IMPORTS
Total imports of agricultural and food products in Romania reached €8.9 billion in 2020, growing by +5.9% compared to 2019. In the first half of 2021, total imports reached €4.9 billion (+11.7%). Imported products included grain preparations, miscellaneous food preparations, fruit and vegetables, and edible meat and offal.
In 2020, Italy was the sixth supplier country of agri-food products, for a total value of exported products amounting to 526.5 million euros, and a market share of 5.9%, after Germany 15.7%, Hungary 15.5%, Poland 10.2%, the Netherlands 6.8%, and Bulgaria 6.4%.
Italian food exports to Romania – growth rate in the 1st half of 2021 (compared to 2020)
| coffee and tea | +40.8% |
| olive oil | +30.2% |
| fish and canned fish | +21.6% |
| meat products | +13.9% |
| confectionery | +28.3% |
| pasta | +17% |
| dairy products | +20.3% |
| fruit and vegetables | +11.9% |
| still wines | +79% |
| sparkling wines | +65.6% |
| alcohol and alcoholic products | +93.4% |
This year began with the resumption of many activities in the out-of-home sector that boosted Italian food exports: +21.6% in January-June 2021 compared to 2020. Most categories recorded important growth: coffee and tea +40.8%, olive oil +30.2%, fish products and canned fish +21.6%, meat products +13.9%, confectionery products +28.3, pasta +17%, dairy products +20.3%, fruit and vegetables +11.9%, bottled still wines +79%, sparkling wines +65.6%, alcohol and alcoholic products +93.4%.
FUTURE OUTLOOK
In recent years, there has been a growing trend towards the premiumization and diversification of agri-food product offerings, together with the growth of incomes. However, the health emergency stopped this trend for a period, as consumers are more budget-conscious in their households and pay more attention to basic food products.
PROMOTIONAL ACTIVITIES
In the last five years (until 2019) besides the numerous incoming missions to different promotional events organized in the agri-food sector in Italy that involved 140 Romanian and Moldovan operators, the Italian Trade Agency office in Bucharest also organized eight events for the promotion of authentic Italian food products that hosted 136 Italian companies. In particular, Italian Wine&Food Day and Degusta Italia, organized in different editions within the Italian Festival and the Week of Italian Cuisine in the World.
In 2020, the promotional activity was focused on online channels, while 2021 started with a great online event: Digital B2B Smart365 Food&Wine 2021, organized by the Italian Trade Agency Rome. On that occasion, B2B meetings were organized between Italian companies and potential buyers from different markets. The event was attended by 29 Romanian buyers for whom more than 265 appointments were scheduled with more than 100 Italian companies.
The current year has also been characterized by the resumption of incoming missions to Italy, carried out in digital format and in person at various Italian trade shows such as Marca, Sigep, Sana, Tuttofood, etc.
Edited by ITA Bucarest