Bio Products

The structure of the Romanian Bio products supply does not offer a wide selection as compared to Europe. Only 1800 bio and traditional products, 3532 producers, 75 processors, 76 traders, 30 importers and 47 exporters are certified and registered in Romania. [9]

The Romanian local market for Bio products faces a lack of production, consumption and promotional strategies. Therefore the national consumption of Bio food products represents 1% of the total food consumption, as compared to 5-6% at European level (5% in Germany and 2% in Hungary).

The studies show that, in Romania, there is a lack of information and knowledge concerning the benefits of Bio products. Also, there is the idea that prices “are highly unjustified”, comparing with the conventional products. [9]

However, the Romanian BIO products markets evolve as a result of the increasing demand for export, and even locally. In 2010, 260 000 ha have been cultivated with Bio products. The results were products with a value over 165 mil Euro, including 150mil Euro from the export. On the local market, even if we talk about 45-50mil Euro Bio products market, more than 35mil Euro come from the selling of imported Bio Products (especially processed Bio products). [12]

Unfortunately, in Romania, the sales of natural/bio beauty products are not monitored. These sales represent less than 1% of the total sales of beauty products which include products such as: clothes, wine, paints or building materials, and are similar to the Bio beauty products market. However, there is an estimated yearly growth of 20%, for the next 5 years as a result of the increasing level of the costumers’ education and information.

European experts consider that Romania has a great chance to become one of the most important producers of Bio-agriculture in Europe, due to the great quality of the soil. Therefore, they consider that 15-20% of the Romanian agriculture area can produce Bio agriculture products. [11]. Romania has a great potential of production and trade for BIO products; therefore it is an important target for investors. In European countries, the levels of consumption are high, so the annual growth is 1-2%. In Romania, there are expectations in 2011 for the annual growth of production and consumption of 20%, as compared to 2010 and also for the next 5 years. [12]

4. The factors which influence the demand of Bio Products

The activity of marketing research is the act of transforming the demand and consumption into acts of business. The needs of Bio products are changing with social-economical development. The satisfaction of these needs is strongly linked to the consumer’s purchasing power. Therefore, the evolution of demand and supply for these groups of products must be analyzed in coordination with the factors which have influencing power.

Concerning the offer of BIO Products, we have shown that it is still in the process of transformation and development. Also, it is affected by the lack of national agriculture and processing projects of Bio products. At the same time, the productions have low yield levels, with limited offers, high costs and they only represent the interests and effort of the producers.

The demand for Bio products exist in our subconscious. It is defined and formed under the influence of numerous factors:

i) Economical factors: income of the consumers, the prices of Bio products compared to conventional products, inflation rate;

ii) Cross-cultural factors: education, tradition and consumer behavior;

iii) Psycho-social factors: personality, personal care, group membership [1]

However, the demand for conventional products is limited by the physiologic limits of the consumers. Nevertheless, the demand for Bio products is permanent, repetitive and increasing.

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