Coffee in Romania 2012

COFFEE IN ROMANIA
Euromonitor International
September 2012
COFFEE IN ROMANIA
Passport
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Data .............................................................................................................................. 5
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Retail Sales of Coffee by Category: Volume 2006-2011 .............................. 5

Retail Sales of Coffee by Category: Value 2006-2011 ................................. 5
Retail Sales of Coffee by Category: % Volume Growth 2006-2011 ............. 5
Retail Sales of Coffee by Category: % Value Growth 2006-2011 ................ 6
Fresh Ground Coffee: Standard Vs Pods 2006-2011 ................................... 6
Instant Coffee by Type: % Value Breakdown 2007-2011 ............................. 6
Coffee Company Shares by Retail Value 2007-2011 ................................... 6
Coffee Brand Shares by Retail Value 2008-2011 ......................................... 7
Forecast Retail Sales of Coffee by Category: Volume 2011-2016 ............... 8
Forecast Retail Sales of Coffee by Category: Value 2011-2016 .................. 8
Forecast Retail Sales of Coffee by Category: % Volume Growth 20112016 ............................................................................................................. 8
Forecast Retail Sales of Coffee by Category: % Value Growth 20112016 ............................................................................................................. 9
Fresh Ground Coffee: Forecast Standard Vs Pods 2011-2016 .................... 9
COFFEE IN ROMANIA
COFFEE IN ROMANIA
HEADLINES
A total volume decline of 3% in 2011 resulted in sales of 39,833 tonnes
Sales impacted by diminished consumer purchasing power
Slight decrease in average unit price in 2011
Kraft Foods Romania SA leads in retail value terms with 32% share in 2011
A forecast total volume CAGR of 2% will take sales to 44,009 tonnes in 2016
TRENDS
Coffee is the most important hot drink in Romania and its performance shaped the
performance of hot drinks as a whole in 2011. Coffee continued to be a traditional product but
consumption remained low compared to most other European countries due to low consumer
purchasing power at national level and the high proportion of the population living in rural
areas and small cities. Additionally, 2011 witnessed a further deterioration in the quality of life,
the result of the implementation of austerity measures to reduce the budget deficit, and the
growth of VAT, which adversely impacted available disposable incomes. As the excise duty
was not eliminated, despite promises by the government, prices increased following the
depreciation of the RON and growth in price of green beans, thus leading to a decline in
coffee sales in total volume terms.
The decline in total volume terms in 2011 represented a poor performance compared to the
positive CAGR of 3% for the review period. Compared to the retail value CAGR for the review
period of 11%, 2011 witnessed a considerable loss of dynamism in value terms with growth of
just 3%. This is mainly attributed to the negative effects of the economic crisis and austerity
measures on incomes, leading to the volume decline, and from the growth of VAT and
devaluation of the local currency against the euro on imports of coffee which resulted in
modest but positive current value growth.
Against the background of the decline of coffee in total volume terms, it is evident that instant
coffee registered the lower decrease in 2011. This is attributed to the increasing penetration
of mixed versions, which targeted teenagers and young professionals and benefited from the
strong perception of a fashionable product. In retail value terms, fresh coffee beans was by far
the most dynamic category in 2011 due to the launch of more expensive and sophisticated
varieties with origins in countries perceived as exotic and providing high-quality coffee such
as Kenya, Ethiopia, Guatemala, Mexico, Ecuador, and Costa Rica.
Romania is among a very small number of EU member states that maintains excise duty on
coffee. Excise duty had been reduced on year-by-year basis and was due to be completely
eliminated in 2011. However, the need to reduce the budget deficit and gain additional
revenue led the government to maintain the excise duty in 2011 at the same level as in 2010.
The slight devaluation of the local currency against the euro in 2011 and the growth in price of
green coffee beans was compensated by the consumer switch to cheaper brands, which led
to a decrease in the unit price.
Instant decaffeinated coffee is largely absent from the market and sales are considered
negligible. This is attributed to the fact that decaffeinated fresh coffee is a growing element of
total coffee and has become an important drink for Romanians who have a medical counterindication for coffee, while instant decaffeinated coffee cannot replace the sought-after
caffeine kick? and the popularity of a quick cup of standard instant coffee, with milder
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versions available. High price was also a major barrier preventing the emergence of instant
decaffeinated coffee, taking it beyond the budgets of most Romanians.
The economic downturn and the loss of purchasing power resulted in the reduction in
frequency of visits to foodservice outlets. As a consequence, foodservice sales of coffee
decreased in 2011, especially in small cafs and bars in small cities and rural areas.
Meanwhile, Bucharest and other large cities continued to lead foodservice consumption of
coffee, underpinned by the increasing penetration of caf chains and the trend towards
increasing sophistication of independent cafs. On the other hand, foodservice lost out in
2011 in terms of being the place for meeting friends and socialising over a cup of coffee as
home drinking of coffee became the preferred option, thus providing better retail performance
although not sufficient to prevent a volume decline in 2011.
Vending generates more coffee sales than foodservice, especially as Romania has seen a
drastic reduction in the frequency of visits to such outlets. It is estimated that around 40,000
vending machines are operational on the market and Romanians use them to drink about 450
million cups per year. Vending remained important in petrol/gas stations, offices, public places
and large retail stores, in the dedicated coffee corners. Despite a decrease in consumption,
especially in office locations where there are fewer employees due to the economic crisis,
vending machines are expected to increase their popularity further due to affordable prices
and convenience, given the ongoing weak economic conditions.
Young, higher-income professionals were the principal drivers of the emerging concept of
take-away coffee, associated with specialist coffee shops. However, such outlets remain a
small niche presence, mainly in Bucharest and other large cities, where higher incomes are
more likely. Indeed, specialist coffee shops are perceived as high-class cafs, enjoyed by
higher-income consumers who continue to value the traditional consumption habit of sitting
down when having a coffee, drink or snack, and as an ideal opportunity for business
discussions and socialising. This perception has turned multinationals such as Starbucks,
Gloria Jeans, Caf Pascucci, McCaf, and Costa Coffee into fashionable places to spend
time over a coffee rather than consuming it on the go. As a consequence, the small number of
specialist coffee shops, just 58 in 2011, represent competition more for sophisticated
independent cafs rather than retail.
After a boom that helped stimulate instant coffee, cappuccino has lost share to 3-in-1 variants;
this is attributed to the fact that cappuccino was perceived as too mild for heavy consumers
and it is more a fashionable product satisfying the need for socialising and refreshment rather
than the need for a real, quick caffeine fix/hit. This combination of coffee and fashion was
fulfilled by 3-in-1 variants, perceived as a standard coffee with sugar and milk and positioned
as an impulse product. The need for a strong 3-in-1 instant coffee was fulfilled mainly by
Nestl with strong and extra strong versions of Nescaf as well as by Panfoods with Amigo 3in-1 strong version, launched in 2011. The 4-in-1 variant has a single presence namely
Doncaf 4-in-1 by Strauss Romania, relaunched in 2011 with a new label, as the fourth
ingredient, guarana, failed to stimulate more consumption among traditional coffee
consumers, who were prepared to accept sugar and milk as normal for coffee but not active
ingredients associated with energy drinks. In order to cover all tastes, including satisfying
consumers who do not enjoy milk, Nestl launched Nescaf 2-in-1 in 2011, made with coffee
and sugar only. For the moment, the 5-in-1 variant is absent from the Romanian market.
Nespresso introduced the coffee pods concept in Romania through exclusive distribution by
Brands International SRL since the end of 2005, sold mainly via the internet. After this first
attempt, Nestl showed further ambition and started to exploit the niche, coffee pods in retail,
with hypermarkets as the main channel. Nescaf Dolce Gusto is the companys main attempt
to enter home consumption with coffee pods, aiming to capture the growing interest in home
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consumption of fashionable variants such as cappuccino, espresso, latte macchiato, and

chococino. However, the launch took place during the period when the austerity measures
were implemented and the high price of the pods limited demand to high-income households
in search of novelty. In response, Kraft Foods Romania launched the brand Tassimo in 2011,
focusing on the need for both socialising and energy in offices and aiming to expand later to
home consumption as soon as the economic situation improves.
Coffee pods are still at the nascent stage in Romania and the fact that the launch took place
at the end of the boom period was not enough to sustain its further growth. Although coffee
pods recorded the greatest dynamism within coffee due to their novelty, the size of sales
remains very small. The loss of purchasing power at the end of the review period will remain a
significant barrier to the evolution of coffee pods, which are not expected to threaten the
consolidated position of fresh ground coffee. Indeed, the penetration of vending machines
and the affordable price of RON1.0 per cup will have a strong impact on the development of
coffee pods in office locations, while traditional home consumption of fresh ground coffee will
impact retail sales.
COMPETITIVE LANDSCAPE
Coffee is concentrated in the hands of two key companies, Strauss Romania SRL and Kraft
Foods Romania SA, with the other important players retaining much smaller comparative
shares. In 2011 the category saw leadership split in terms of volume and value share, with
Strauss Romania leading in volume terms and Kraft Foods Romania in value terms. Strauss
Romania has succeeded in retaining the leading position in volume terms due to a very strong
distribution network and its ability to serve all income segments with different Doncaf
subbrands such as economy Fort, mid-priced (Elita) and premium (Selected) to which it
added super-premium Doncaf Gold, supported by the company after ending its partnership
with Lavazza in 2010. Kraft Foods Jacobs was the leading brand in 2011 in both volume and
value terms due to its perception as a premium brand at an affordable price and strong
support from advertising campaigns.
The shares of the main players remained largely static in 2011 given the small changes in
demand and the consolidated position of the leaders. Smaller players could not keep pace
with multinationals which have succeeded in gaining modest share at their expense. The
leader Kraft Foods Romania has strongly supported its brand Jacobs which witnessed
marginal share growth in 2011 in volume terms. The advertising campaigns focused on
Jacobs Kronung Alintaroma, having created increased demand for the brand as being
appropriate for the whole family.
Coffee in Romania is clearly dominated by multinationals Kraft Foods, Strauss Group, Nestl
and Tchibo. Romaqua Holdings, Cafea Fortuna and Alka Co were the main domestic
manufacturers in competition with the international producers. Cafea Fortuna is a significant
domestic producer but it is mainly present in the manufacture of loose beans while Romaqua
Holdings and Alka Co registered volume share loss in 2011 after diminishing consumers
interest in the brands Metropolitan and Gold Mocca, which lost their novelty value and were
no longer sustained by advertising and promotions.
The most significant new launches took place in instant coffee. A new label for Doncaf 4-in1, relaunched after an absence of several years, a strong version of Amigo 3-in-1 and the
launch of Nestl 2-in1 were the most significant new launches in 2011, aiming to capture the
growing consumer interest for mixes. Strong versions aim to capture the interest of
consumers who prefer a strong coffee and who perceive the 3-in-1 versions as too mild while
the 2-in-1 version targets those consumers in search of instant coffee but who do not
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appreciate the presence of milk. However, the main advertising campaigns were focused on
fresh ground coffee, carried by multinationals: Kraft Foods Romania continued to support the
brands Jacobs Kronung Alintaroma and Nova Brasilia while Strauss Romania promoted
Doncaf, in a new communication campaign under the motto Feel the profusion of taste.
The 3-in-1 versions were less supported by advertising, with the main campaigns focused on
easy preparation and pleasure of consumption, particularly among young professional groups.
Romania remained loyal to premium brands in 2011. The economic downturn and diminished
incomes in 2011 led to the further polarisation of incomes between low and high earners. As a
consequence, the main manufacturers focused on both segments with advertising
expenditures and promotions for the premium brands Doncaf Selected and Gold, Jacobs
Kronung and Tchibo Exclusive but also with increased focus in terms of advertising on
economy brands such as Fort and Nova Brasilia, which already benefited from consumers
loyalty due to lower prices and excellent availability in all distribution channels. On the other
hand, despite the decrease in incomes, private label presence in coffee was limited as
consumers remained loyal to their favourite known brands. The fact that manufacturers
invested heavily in promotions, contests and premiums also represented an attraction for
consumers who enjoyed the benefits offered.
PROSPECTS
Given the global economic situation, the forecast period is expected to be influenced by the
effects of the crisis with any recovery dependent on the confidence of consumers in the
success of the government changes, and subsequent growth in consumption. The expected
elimination of the excise duty after 2012 is anticipated to lead to a price reduction and
consequently small but positive volume growth as coffee remains a convenient product, with
practically no consumption alternative.
The fact that the Ministry of Finance has suggested that it will maintain the excise duty at the
same 2011 level in 2012, despite stipulations in the Fiscal Code demanding elimination of the
excise duty from 2011, is likely to reduce growth rates as there will be no significant price
decrease in 2012. As a consequence, the total volume growth rates over the forecast period
will be lower compared to the review period, which benefited from the boom period in 20062008. The forecast period will continue to be influenced by the slow economic recovery, with
concomitant impact on the recovery of disposable incomes.
Fresh ground coffee pods will be the most dynamic area of the coffee category as they benefit
from their sophistication and novelty value among young professionals. However, market size
will continue to be very small. Given this situation, the largest increase in actual total volume
terms will be seen in standard fresh ground coffee, driven by its long-standing popularity and
stronger economy component. Instant coffee will also show positive total volume growth as a
result of the strong presence of mixes, although growth will be slower because most instant
coffee is premium positioned. In this context, instant coffee will continue to be mostly
appreciated by young professionals, attracted by easy preparation and the combinations of
mixes such as 3-in-1s and 4-in-1s.
The anticipated elimination of excise duty starting 2013 will spur volume growth due to the
reduction in unit price of coffee. However, it is not expected that the elimination of excise duty
will lead to a significant unit price reduction as it will be compensated by the incresing demand
for premium brands, supported by the recovery of consumer purchasing power.
The fact that young people prefer mixers at the expense of standard instant coffee is
expected to be the main source of growth in 3-in-1 and 4-in-1 products. Cappuccino will
reduce its growth because of its perception as a mild coffee, appropriate for casually spending
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COFFEE IN ROMANIA
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time with friends but less suitable for the refreshing effect that is perceived as a characteristic
of instant mixes. The strong acceptance of 3-in-1 instant mixes will represent the starting point
for further development of the 4-in-1 variant, already present with guarana as an ingredient for
providing more energy, but also for 5-in-1s, expected to emerge in coffee over the forecast
period.
Fresh ground coffee pods are expected to show significant growth over the forecast period
due to the efforts made by Nestl and Kraft Foods in order to create awareness and increase
demand for Dolce Gusto and Tassimo, respectively. Hypermarkets will become the channel
driving the emergence of coffee pods for home use although at present the coffee pod
machines are perceived as highly sophisticated and in sharp contrast with the traditional
home consumption of coffee pot-made coffee.
CATEGORY DATA
Table 1
Retail Sales of Coffee by Category: Volume 2006-2011
Tonnes
Fresh Coffee
- Fresh Coffee Beans
- Fresh Ground Coffee
Instant Coffee
- Instant Standard Coffee
- Instant Decaffeinated
Coffee
Coffee
Source:
2006
2007
2008
2009
2010
2011
19,750.0
2,550.0
17,200.0
5,680.0
5,680.0
-
21,560.0
2,690.0
18,870.0
6,480.0
6,480.0
-
23,200.0
2,800.0
20,400.0
6,950.0
6,950.0
-
24,210.0
2,740.0
21,470.0
7,240.0
7,240.0
-
23,274.5
2,630.0
20,644.5
7,340.0
7,340.0
-
22,684.7
2,500.0
20,184.7
7,173.0
7,173.0
-
25,430.0
28,040.0
30,150.0
31,450.0
30,614.5
29,857.7
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Retail Sales of Coffee by Category: Value 2006-2011
RON million
Fresh Coffee
Instant Coffee
Coffee
Coffee
2006
2007
2008
2009
2010
2011
539.4
68.6
470.8
488.5
488.5
-
623.5
76.5
547.0
545.6
545.6
-
729.2
83.6
645.6
599.8
599.8
-
874.2
94.5
779.7
712.4
712.4
-
898.4
92.8
805.6
789.2
789.2
-
890.8
105.8
785.0
847.8
847.8
-
1,027.9
1,169.2
1,329.0
1,586.6
1,687.6
1,738.6
Source:
Table 3
Retail Sales of Coffee by Category: % Volume Growth 2006-2011
% volume growth
Fresh Coffee
2010/11
2006-11 CAGR
2006/11 Total
-2.5
2.8
14.9
COFFEE IN ROMANIA
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Instant Coffee
- Instant Decaffeinated Coffee
Coffee
-4.9
-2.2
-2.3
-2.3
-2.5
-0.4
3.3
4.8
4.8
3.3
Source:
Table 4
Retail Sales of Coffee by Category: % Value Growth 2006-2011
-2.0
17.4
26.3
26.3
17.4
% current value growth
Fresh Coffee
Instant Coffee
Coffee
Source:
2010/11
2006-11 CAGR
2006/11 Total
-0.8
14.0
-2.6
7.4
7.4
3.0
10.6
9.0
10.8
11.7
11.7
11.1
65.1
54.2
66.7
73.6
73.6
69.1
Table 5
Fresh Ground Coffee: Standard Vs Pods 2006-2011
% retail value rsp
Pods
Standard
Total
Source:
2006
2007
2008
2009
2010
2011
0.6
99.4
100.0
0.8
99.2
100.0
1.3
98.7
100.0
1.8
98.2
100.0
Table 6
Instant Coffee by Type: % Value Breakdown 2007-2011
% retail value rsp
2-in-1 Instant Coffee

Instant Speciality
Italian Coffee
Standard Instant Coffee
Others
Total
Source:
Table 7
2007
2008
2009
2010
2011
14.6
12.8
16.9
0.7
11.4
16.1
0.6
9.8
16.8
0.2
8.5
17.8
0.1
7.9
71.8
0.8
100.0
69.3
1.7
100.0
70.2
3.2
100.0
70.5
4.0
100.0
70.1
4.1
100.0
Coffee Company Shares by Retail Value 2007-2011
COFFEE IN ROMANIA
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% retail value rsp

Company
Kraft Foods Romania SA
Strauss Romania SRL
Nestl Romania SRL
Tchibo Romania SRL
Tymbark-Maspex Romania
SRL
Panfoods Romania SA
Romaqua Holdings SA
Supreme Impex SRL
Alka Co SRL
Cafea Fortuna SRL
Klevec Co Srl
Elite Romania SRL
La Festa International
SRL
Douwe Egberts BV
Signus Romania
Distribution SA
Valahia Impex '93 SRL
Bueno Corp Srl
Others
Total
Source:
2007
2008
2009
2010
2011
29.5
6.9
4.7
-
32.9
29.9
8.7
5.2
5.5
34.5
30.0
10.2
6.6
4.4
33.9
30.2
11.4
6.3
4.8
32.3
29.5
11.3
6.5
4.7
6.2
2.5
0.8
2.4
0.3
0.3
29.4
5.9
5.3
2.5
1.1
2.2
0.4
0.3
-
4.4
2.3
1.0
1.9
0.6
0.2
-
4.1
1.8
1.6
1.3
0.7
0.2
-
4.3
1.8
1.4
1.0
0.7
0.2
-
0.7
0.3
0.2
0.1
0.2
0.1
0.2
0.2
9.7
100.0
0.1
0.1
5.4
100.0
3.5
100.0
3.6
100.0
6.3
100.0
Table 8
Coffee Brand Shares by Retail Value 2008-2011
% retail value rsp

Brand
Jacobs
Doncaf
Nescaf
Tchibo
La Festa
Amigo
Metropolitan
Nova Brasilia
Lavazza
Gold Mocca
Nescaf Dolce Gusto
Fortuna
Fort
Prima Brasilia
Davidoff
Eduscho
Elite
Douwe Egberts
Bueno
Meridian
Ackerman
Alka
Elite
La Festa
La Sueta
Company
2008
2009
2010
2011

Strauss Romania SRL
Nestl Romania SRL
Tchibo Romania SRL
Tymbark-Maspex Romania SRL
Panfoods Romania SA
Romaqua Holdings SA
Supreme Impex SRL
Strauss Romania SRL
Alka Co SRL
Nestl Romania SRL
Cafea Fortuna SRL
Strauss Romania SRL
Klevec Co Srl
Tchibo Romania SRL
Tchibo Romania SRL
Strauss Romania SRL
Douwe Egberts BV
Bueno Corp Srl
Valahia Impex '93 SRL
Signus Romania
Distribution SA
Alka Co SRL
Elite Romania SRL
La Festa International SRL
31.5
8.2
8.2
4.8
5.5
5.3
2.5
1.1
1.5
2.2
0.3
0.4
0.3
0.2
0.2
20.1
0.2
0.1
0.1
0.1
31.9
28.5
9.5
6.2
4.4
4.4
2.3
1.0
1.1
1.9
0.4
0.6
0.4
0.2
0.2
0.2
0.2
0.1
31.7
28.4
10.6
6.0
4.8
4.1
1.8
1.6
1.0
1.3
0.6
0.7
0.8
0.2
0.2
0.1
-
30.6
27.7
10.3
6.2
4.7
4.3
1.8
1.4
1.1
1.0
0.8
0.7
0.7
0.2
0.1
0.1
-
COFFEE IN ROMANIA
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Lavazza
Others
Total
Elite Romania SRL
7.1
100.0
6.3
100.0
Source:
Table 9
Forecast Retail Sales of Coffee by Category: Volume 2011-2016
6.1
100.0
8.2
100.0
Tonnes
Fresh Coffee
Instant Coffee
Coffee
Coffee
Source:
2011
2012
2013
2014
2015
2016
22,684.7
2,500.0
20,184.7
7,173.0
7,173.0
-
22,428.0
2,430.0
19,998.0
7,079.0
7,079.0
-
22,607.0
2,400.0
20,207.0
7,118.0
7,118.0
-
23,122.0
2,370.0
20,752.0
7,258.9
7,258.9
-
24,113.0
2,350.0
21,763.0
7,470.1
7,470.1
-
25,323.0
2,370.0
22,953.0
7,777.9
7,777.9
-
29,857.7
29,507.0
29,725.0
30,380.9
31,583.1
33,100.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10
Forecast Retail Sales of Coffee by Category: Value 2011-2016
RON million
Fresh Coffee
Instant Coffee
Coffee
Coffee
Source:
2011
2012
2013
2014
2015
2016
890.8
105.8
785.0
847.8
847.8
-
876.6
110.7
765.9
846.1
846.1
-
883.7
115.1
768.6
841.0
841.0
-
904.6
118.3
786.3
843.0
843.0
-
957.7
120.6
837.1
851.6
851.6
-
1,025.7
124.2
901.4
866.4
866.4
-
1,738.6
1,722.7
1,724.7
1,747.6
1,809.3
1,892.1
trade sources
Table 11
Forecast Retail Sales of Coffee by Category: % Volume Growth 2011-2016
% volume growth
Fresh Coffee
Instant Coffee
Coffee
Source:
2015/16
2011-16 CAGR
2011/16 Total
5.0
0.9
5.5
4.1
4.1
4.8
2.2
-1.1
2.6
1.6
1.6
2.1
11.6
-5.2
13.7
8.4
8.4
10.9
trade sources
COFFEE IN ROMANIA
Table 12
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Forecast Retail Sales of Coffee by Category: % Value Growth 2011-2016
% constant value growth

2011-16 CAGR
2011/16 TOTAL
2.9
3.3
2.8
0.4
0.4
1.7
15.1
17.5
14.8
2.2
2.2
8.8
Fresh Coffee
Instant Coffee
Coffee
Source:
trade sources
Table 13
Fresh Ground Coffee: Forecast Standard Vs Pods 2011-2016
% retail value rsp
Pods
Standard
Total
Source:
2011
2012
2013
2014
2015
2016
1.8
98.2
100.0
2.3
97.7
100.0
2.9
97.1
100.0
3.4
96.6
100.0
4.0
96.0
100.0
4.7
95.3
100.0
trade sources

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LIST OF CONTENTS AND TABLES

Retail Sales of Coffee by Category: Volume 2006-2011 .............................. 5

consumption of fashionable variants such as cappuccino, espresso, latte macchiato, and

Retail Sales of Coffee by Category: Volume 2006-2011

Retail Sales of Coffee by Category: Value 2006-2011

Retail Sales of Coffee by Category: % Volume Growth 2006-2011

- Fresh Coffee Beans

Retail Sales of Coffee by Category: % Value Growth 2006-2011

% current value growth

Fresh Ground Coffee: Standard Vs Pods 2006-2011

% retail value rsp

Instant Coffee by Type: % Value Breakdown 2007-2011

% retail value rsp

2-in-1 Instant Coffee

Coffee Company Shares by Retail Value 2007-2011

% retail value rsp

Coffee Brand Shares by Retail Value 2008-2011

% retail value rsp

Kraft Foods Romania SA

Elite Romania SRL

Forecast Retail Sales of Coffee by Category: Volume 2011-2016

Forecast Retail Sales of Coffee by Category: Value 2011-2016

Forecast Retail Sales of Coffee by Category: % Volume Growth 2011-2016

Forecast Retail Sales of Coffee by Category: % Value Growth 2011-2016

% constant value growth

Fresh Ground Coffee: Forecast Standard Vs Pods 2011-2016

% retail value rsp

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