Romania

Low taxes and stability have helped economic freedom, but state spending and corruption remain concerns. Economic performance is likely to outpace peers and inflation is falling, but stricter screening has negatively impacted foreign investment.…

Volume sales for wearables are expected to soar in Romania in 2024. Since the pandemic, consumers have become more mindful of their health and this is supporting volume sales of wearables, as consumers look to be more active and also to measure the…

Portable players are one of the few consumer electronics that are expected to see an increase in volume sales in Romania in 2024. This is due to the healthy performance of wireless speakers, with volume sales expected to increase by a tenth. There is…

Ice cream is in a negative-digit volume slump in Romania in 2024, while value sales are better supported by price hikes. As in past years, ice cream continues to be strongly affected by the seasonal weather, with the warm season which starts in…

Volume sales of wine in Romania declined in 2023 with both the off-trade and on-trade suffering amid price hikes and consumers cutting back due to the rising cost of living. Romania is a major producer of wine and so locals are heavy wine drinkers…

Beer in Romania suffered further volume sales decline due to lower purchasing power. Inflation remained stubbornly high with increasing manufacturing costs driving up average prices of beer. The adverse weather during the all-important summer months…

Against a backdrop of soaring inflation and a sharp rise in the cost of living, disposable income continued to decline in 2023 forcing some Romanians to buy cheaper second-hand home furnishings or to postpone their purchases altogether. To attract…

In 2023, deodorants in Romania exhibited robust growth in current value terms, albeit seeing only a low increase in volume terms. This positive trend marked a rebound following the setback experienced during COVID-19, which led to contractions in…

In 2023, supermarkets in Romania recorded double-digit retail value growth; the result of having excellent locations in crowded neighbourhoods. As such, these stores increasingly benefit from proximity while offering a broader range of products…

In 2023, hypermarkets in Romania continued to see retail value growth; however, footfall declined. The social function of hypermarkets before COVID-19 was a place for shopping and entertainment. This has diminished significantly since 2021, with the…

While the COVID-19 pandemic stimulated surface care demand, with more consumption opportunities, a level of maturity and high inflation slowed down the category performance towards the end of the review period. In addition, consumers went out more…

In 2023, laundry care registered a modest overall decline in retail volume terms, although some categories, such as tablet detergents and liquid detergents, spot and stain removers and "other" laundry aids saw increases. The decline in the largest…

Following the hike in demand in the wake of the COVID-19 pandemic, when consumers embraced bleach as an effective tool against germs and the virus, there has been a readjustment in demand in the category. Thus, bleach resumed its pre-pandemic…

Sales in microwaves remain in a slump which is expected to deepen further over the coming years. This is largely due to a widely held perception that food prepared in a microwave is unhealthy due to the loss of nutrients. On the other hand, the more…

Dishwashers buck the general category trend of major appliances by achieving decent volume sales in 2023. This is attributed to the category being quite new in Romania, with low penetration. Beko (SC Arctic SA) is the most prominent brand, with…

Overall, there is expected to be a marginal fall in volume sales of home video in 2024. TVs remain a high priority consumer electronic product for Romanians, being one of the most popular products in terms of both value and volume sales.…

Spectacles in Romania is set to see total volume sales contract for a third consecutive year in 2024, with the rate of decline expected to be slightly steeper than in 2023. Overall demand continues to be depressed by high inflation, in that rising…

Dinnerware and beverageware experienced growth in 2023 in current value terms which was attributed in part to a notable shift among Romanians towards premium products. The shift towards premium products, particularly in categories such as food…

In 2023, fragrances in Romania continued to experience current value growth, although volume sales maintained their declining trend. This phenomenon was attributed to consumers’ willingness to pay higher prices for fragrances, resulting in fewer…

The decline of direct selling in 2023 in Romania was a continuation of the results noted in 2022. Much of this decline was due to the lifting of COVID-19 restrictions, which began in March 2022, and resulted in a strong uplift of consumers in…