Enquirer Consulting Group

Reachable Buyer Map

Prepared for Mirel Florica · Biofarm · August 2026
Biofarm sells at home and exports, and your published export page names nine markets today. Those are two different buyers, two different cycles and two different lists, and the layer that decides whether a product is stocked in Romania is not the layer that decides whether it launches abroad. This map covers where those buyers sit, in Romania and in the export markets next door, who signs, and roughly how many there are. It describes market structure rather than your business, and there is nothing to buy at the end of it.
Romanian retail pharmacy
Large by outlet count and small by decision count, because most of those outlets sit inside a handful of national chains where one category buyer sets the listing for every store at once. The countable unit here is the chain, not the pharmacy. Independents behind them are still a real market, but they are reached one owner at a time.
Who signs: chain category buyer, own-label or private brand manager, purchasing director, and at independents the pharmacist owner.
8,500 to 10,000
community pharmacies across Romania, the majority of them chain-owned; the decisions sit with a single-figure number of buying teams
Wholesale and national distribution
The most concentrated layer in the country. Several hundred companies hold a wholesale authorization, but national coverage runs through very few of them, and a listing decision there determines whether a product is available in most of the market or in a corner of it. Slow to move, and very hard to reach around.
Who signs: purchasing or category director, commercial director, supplier relationship manager, and the general manager on anything exclusive.
Single figures at national scale
out of several hundred authorized wholesalers; the national layer is small enough to name on one page and is worked as relationships rather than as a list
Export distributor partners
The segment that behaves most like a finishable list, which is unusual. Central and Eastern Europe, the Balkans, Moldova, the Caucasus, Central Asia and parts of the Middle East and North Africa are each reachable without a local entity, and inside each market the set of companies capable of registering and detailing a product is small and knowable. It is a list you can actually complete.
Who signs: country general manager, portfolio or in-licensing manager, registration and regulatory lead, business development director.
25 to 30 markets
reachable without a local entity, against the nine listed today; within each, the qualified partner layer typically runs to dozens of companies rather than hundreds
Consumer health retail outside the pharmacy
The segment no pharmaceutical register will hand you. Drugstore chains, supermarket health aisles and online pharmacies buy supplements and everyday remedies through retail category teams rather than through a pharmaceutical channel, so those buyers never appear on a manufacturer list. In this market they tend to be reached late, because the people buying lists are searching the wrong register.
Who signs: retail category buyer, e-commerce or marketplace category manager, health and own-label category director, trade marketing lead.
Not in any pharmaceutical register
these buyers are identified chain by chain rather than counted; the national names fit on a single page, and the longer tail of online sellers behind them does not
Hospital and public procurement in Romania
Smaller than retail, slower than export, and driven by published cycles rather than by conversation. The useful characteristic is predictability: the calendar is public, the committee is stable, and the same names recur across cycles, which makes it the one segment where being early is worth more than being persuasive.
Who signs: hospital chief pharmacist, procurement director, medical director, and the national purchasing body on centralized categories.
350 to 400
public hospitals across Romania, with centralized categories decided above them by a small number of national buyers

Where the openings are

1
The consumer health buyer is invisible to a pharmaceutical list. A drugstore chain or an online pharmacy buys supplements and everyday remedies through a retail category team, so nobody in that seat appears on a manufacturer register. Anyone working from a bought pharmaceutical list reaches other factories and misses the shelves. Finding that layer is identification work rather than purchase work, which is precisely why it stays open while everyone competes for the visible half.
2
Export is a finishable list, and almost nobody finishes it. Nine markets today. Twenty five to thirty are reachable without a local entity, and inside each one a small set of companies, each with a named portfolio manager who decides what gets added next year. That is a few hundred named people in total. A trade fair channel meets whichever of them happened to travel; a named-role channel reaches all of them and knows who did not answer, which is its own kind of information.
3
Two sales, one channel, and the slower one loses. Domestic shelf presence and export listings are different sales with different buyers and different rhythms. When they share a single commercial channel, attention follows whichever produces revenue this quarter, and the one with the longer lead time is the one that gets starved. In most companies this size that is a reach problem before it is a strategy problem.
Built from public market data, counts banded deliberately. It describes the market rather than your business, and there is nothing to buy at the end of it. Outlet, wholesaler and hospital counts come from national registers and published health statistics and describe registered entities rather than active buying teams, so they mark the outer edge of each segment rather than the working list. The retail category layer that buys consumer health outside the pharmacy is not enumerated in any pharmaceutical register and is described rather than counted. Export market counts follow Biofarm's own published export page.
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