Select Country Report
Hot drinks growth is constrained by cost-of-living pressures but supported by coffee’s entrenched role in daily life
The performance of hot drinks in Romania in 2025 was shaped first and foremost by the cost-of-living crisis, which intensified following the full liberalisation of household energy prices from 1 July and the increase in VAT on foodservice from 9% to 11% from 1 August. These two measures added pressure to already stretched household budgets, prompting consumers to reassess everyday spending, including on coffee and tea consumed both at home and in consumer foodservice. Within this challenging macroeconomic context, hot drinks still managed slight volume growth, largely because coffee – by far the largest category – maintained a high level of penetration and loyalty. The category benefitted from an intensification of promotions and the launch of new varieties, encouraging consumers to explore different formats and blends while staying within their preferred brands. However, rising average unit prices continued to exert a visible drag on demand, with National Institute of Statistics data showing the consumer price index for coffee at 109.68% in June 2025 compared with December 2024 (a 9.68% increase), limiting stronger volume gains and reinforcing the importance of value-for-money perceptions across the category.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hot Drinks in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hot Drinks in Romania?
- To what extent are health considerations impacting consumption of Hot Drinks in Romania?
- What are the traditional preferences in Hot Drinks in Romania? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Romania?
- Which are the leading brands in Hot Drinks in Romania?
- How are products distributed in Hot Drinks in Romania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Romania
Hot drinks growth is constrained by cost-of-living pressures but supported by coffee’s entrenched role in daily life
KEY DATA FINDINGS
At-home café culture supports fresh beans while traditional ground coffee loses relevance
Health and wellbeing trends enhance the functional perception of coffee and sustain demand for fruit/herbal tea
Easing inflation and improving purchasing power are expected to support steady value and volume growth
Café culture and busier urban lifestyles will sustain on-trade hot drinks consumption
International players are set to retain leadership while premium tea specialists enrich the competitive landscape
Jacobs Douwe Egberts RO remains the leading hot drinks company in 2025
Cafea Fortuna emerges as the most dynamic top-five player thanks to local roots and wider distribution
Private label gains share as shoppers trade down and manufacturers increase promotional support
Modern grocery retailers consolidate their leadership as consumers seek low prices and promotions
E-commerce is the most dynamic channel as rapid-delivery partnerships scale up
Small local grocers retain relevance through proximity and personal relationships
FOODSERVICE VS RETAIL SPLIT
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Romania
KEY DATA FINDINGS
Coffee growth in 2025 is driven by evolving home café habits amid rising prices
Home café culture and reduced per capita consumption underpin volume growth
Fresh coffee beans outperform thanks to broader household penetration and value-for-money perception
Coffee growth will be sustained by entrenched habits, machine ownership and moderating inflation
Pods and beans will lead innovation while standard ground coffee stabilises through renewal
Vending expansion and foodservice recovery will diversify out-of-home coffee occasions
Jacobs Douwe Egberts Romania retains leadership through broad coverage and strong brands
Coca-Cola HBC and Cafea Fortuna drive dynamism through innovation, branding and local roots
Modern grocery retailers remain the core distribution platform as variety and value converge
E-commerce accelerates as brands and retailers use online to support mid-priced and premium offerings
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Romania
KEY DATA FINDINGS
Tea demand softens as coffee regains its social role and health positioning alone proves insufficient
Tea volume declines as it fails to become a mass everyday drink in a coffee-centric culture
Health-positioned green and herbal teas remain dynamic as wellbeing claims drive trading up
Tea expected to grow as consumption shifts from sickness relief to daily wellbeing rituals
Fruit and herbal teas will anchor innovation as domestic producers extend reach and platforms
Home-made and unpackaged herbal teas challenge packaged brands through price and perceived naturalness
Domestic specialists lead tea through heritage, pricing and deep expertise in fruit and herbal blends
Kalpo accelerates growth via capacity investment, segmented branding and digital expansion
Modern retailing dominates tea distribution as private label and wide assortments support affordability
E-commerce emerges as the most dynamic channel as producers and retailers build strong online ecosystems
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Romania
KEY DATA FINDINGS
Health-focused niches cushion the impact of price-driven weakness in chocolate-based drinks
Value expansion driven by pricing while chocolate-based drinks constrain volume
Plant-based hot drinks gain momentum as adults seek healthier alternatives to coffee
Gradual category growth expected as health alignment offsets economic constraints
Inflation-sensitive chocolate-based drinks remain under pressure as families limit treat occasions
Wellness positioning sustains growth in plant-based hot drinks as digital channels amplify reach
Tymbark-Maspex Romania retains leadership through multi-segment reach and strong distribution
Health-oriented domestic players lead growth through strong wellness credentials
Modern retailing dominates distribution as the category remains reliant on visibility and education
E-commerce posts the strongest gains as health brands and retailers expand digital reach
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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