Fast Moving Consumer Goods (FMCG) Market in Romania. Features and Trends

Silvius Stanciu (), Florina Oana Virlanuta, Oana Alexandra Vochin, Romeo Victor Ionescu and Valentin Marian Antohi
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Silvius Stanciu: ”Dunãrea de Jos” University of Gala?i, Romania
Florina Oana Virlanuta: ”Dunãrea de Jos” University of Gala?i, Romania
Oana Alexandra Vochin: Bucharest University of Economic Studies
Romeo Victor Ionescu: ”Dunãrea de Jos” University of Gala?i, Romania
Valentin Marian Antohi: ”Dunãrea de Jos” University of Gala?i, Romania

The AMFITEATRU ECONOMIC journal, 2019, vol. 21, issue S13, 778

Abstract: The development of the fast-moving consumer goods market in Romania, disputed by European companies specialized in retail, is a spectacular phenomenon, which exceeded the forecasts of the specialists and the expectations of the investors. European integration and adherence to Western security systems gave the specialized companies, with foreign capital, the security they needed in order to carry out consistent investments. The paper proposes a presentation and analysis of the development of modern means of commerce specific to the fast-moving consumer goods’ sector in our country. The bibliographic documentation was made using specialized sources and specialized articles from well known scientific databases. The assessment of the degree of concentration of the fast-moving consumer goods market based on the Gini Struck Method has led to a high value of the index, which shows the dominance of large economic agents at national level. The fierce competition has forced the companies in the sector to develop commercial areas, to innovate sales techniques, to identify new market niches, or even social responsibility actions. The forecasts for the development of the sector are optimistic, but the operators have to identify new means for consolidating or increasing the market position. The paper has an applicative character, being especially useful to consumers and the business environment.

Keywords: fast moving consumer goods (FMCG) market; Struck Gini Index; concentration; Romania (search for similar items in EconPapers)
JEL-codes: L11 L66 Q18 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (6)

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