Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 25 ISSUE 3
Written by Anișoara CHIHAIA, Georgiana-Melania COSTAICHE

The purpose of this paper is to analyze the dynamics of the Romanian beer market during the period 2019–2023, in the broader context of European trends. The study relies on official statistical data from national and international sources, applying quantitative methods such as time series analysis, growth indices, the coefficient of variation, Compound Annual Growth Rate (CAGR), and the Pareto cumulative method. In addition, a SWOT framework was employed to evaluate the internal strengths and weaknesses of the sector, alongside external opportunities and threats.The results highlight a moderate but steady decline in Romania’s key market indicators—consumption, production, imports, and exports—registering annual decreases between -1% and -4%. Despite this contraction, Romania remains among the top beer consumers in Europe, with an average of approximately 85 liters per capita. Production, averaging 16 million hectoliters annually, has ensured strategic self-sufficiency, while imports (mainly from EU countries) reflect consumer demand for diversification rather than production deficits. Exports, however, remain marginal and highly volatile. The analysis further shows that the HoReCa sector was severely affected by the pandemic, while fiscal pressure (notably the 2022 excise duty increase) negatively influenced demand. Conversely, segments such as craft, premium, and non-alcoholic beers recorded growth, driven by urban demand, digitalization, and health-oriented consumption trends.The study concludes that, although challenged by economic pressures and regulatory constraints, the Romanian beer industry demonstrates resilience and adaptive capacity. Strategic directions include portfolio diversification, digital channel development, promotion of sustainability, fiscal dialogue with policymakers, and targeted expansion into external markets.

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