Romeo Cazanescu, the manager of the cereal department within the local branch of Nestle group, estimates a 30% increase in the sales volume on the local market this year, in the wake of the expansion of the product portfolio, as well as of the cereal marketes growth - currently estimated at approximately 26 million euros.
"The breakfast cereal market has witnessed extraordinary growth each year, reporting annual growth rates of 50%. The difference between the domestic market and the other European markets is related to the consumption per capita, an indicator that does not exceed the value of 0.37 kilograms per capita in Romania, while in Hungary the consumption amounts to 0.78 kg per capita and in the United Kingdom it stands at 6.48 kg per capita," said Romeo Cazanescu, country business manager - breakfast cereals of Nestle Romania.
Cazanescu also stated that the cereal department accounted for 12% of the companyes total turnover last year. The turnover derived in 2006 may amount to 100 million euros, according to previous estimates made by the company. Under the circumstances, the sales registered by the cereal department last year may have exceeded 10 million euros.
"The cereal market has great potential, and we plan to start an intensive promotional campaign this year, in an attempt to strengthen our position in this market sector. Moreover, we will launch new product varieties, having one product for each category of different consumers," stated Romeo Cazanescu.
According to Cazanescu, the company launched the Cookie Crips cereals in early February, which is a product aimed at children and intends to launch two new cereal bars for adults by the end of the month. "The domestic market of breakfast cereals amounts to approximately 8,000 tonnes, while the consumerse profile changes every year, as they grow more interested in healthier food p
