2 | Market structure, trends
and developments
Exports
In 2010 140,000 hectolitres of the beer that was
produced in Romania, was exported. This is a decrease
in comparison to 2009. The main export markets for
Romanian beer are Hungary, Bulgaria, and Italy.
Imports
In 2010, approximately 220,000 hectolitres of beer was
imported. The main import markets are Germany, Poland,
and Hungary.
Consumption patterns
Beer consumption in Romania has been decreasing since
2008. The consumption per capita is now 78 litres.
In 2009, it was the frst time in ten years that domestic
beer consumption has shown a sharp decline, according
to the breweries.
Beer in 2008 Beer in 2009 Beer in 2010
On-trade sales
35%
30%
28%
Off-trade sales
65%
70%
72%
Expenditures
In 2010 the breweries spent relatively more on packaging
materials and relatively less on brewing materials because
of decreasing volume of beer production compared to 2009.
Taxation
VAT level increased from 19% to 24% in 2010.
Malting barley
A new malt plant was opened in 2010 in Romania.
This plant is located on the best barley-growing land and
is supplying Romanian brewers with products made from
high quality raw materials. Annual production is 106 000
tons of Pilsen malt.
Distribution and retail
The economic downturn has resulted in an increase in fuel
prices. This is a particular burden on brewing companies
as is the alignment with the European Union. This alignment
has increased the pressure on distribution costs.
Brewing sector and market structure :
The most important threats the beer sector will face
in Romania in forthcoming years are :
Creating a deposit system for non-returnable packing
Lower beer consumption.
Higher risk of increased unfavourable regulations.
Market trends.
Higher production costs as a result of higher prices
of raw materials.
The Contribution made by Beer to the European Economy
202