Coca-Cola’s sales down in Romania in 2013, but double digit increase on juice sales

Drink company Coca-Cola Hellenic recorded a 9 percent decrease in volume sales in Romania in 2013, from 162.7 million unit cases in 2012 to 148.5 unit million cases in 2013. “Throughout the year, performance was negatively impacted by the difficult macroeconomic and trading environment, as well as competitive promotional pressures,” Coca Cola Hellenic reported. However, the volume sold in Romania was the third among Coca-Cola’s emerging markets, after Russia with 388 million unit cases and Nigeria with 202.5 million cases. All of the company’s key categories recorded a decline in volume sales, except for the juice category “which grew by strong double digits, supported by our launch of Cappy Pulpy and strong marketing activities”. Among sparkling beverages, Coca-Cola Zero recorded a 32 percent increase in the quarter, according to the company. Coca-Cola Hellenic's report here. In late-October 2013, Coca-Cola opened a EUR 22 million aseptic bottling line in Ploiesti, making Romania a regional production hub which will export Cappy Pulpy to six countries across Central and Eastern Europe. In 2012, the company sold over 162 million unit cases in Romania, one percent more than the year before, but 4 percent down on 2010. The growth in Romania was half the growth reported at a worldwide level, of 2 percent year-on-year. Irina Popescu, irina.popescu@romania-insider.com (photo source: sxc.hu)