Romanians’ Purchasing Behavior is Changing: Trends and Implications for the Food Market

Romanians’ purchasing behavior has visibly changed over the past two years, influenced by food inflation, rising utility costs, and pressure on household incomes. According to the National Institute of Statistics (INS), in 2024 food expenses accounted for over 33% of a household’s monthly budget, compared to the EU average of 15–17%.

In 2025, consumers are becoming increasingly selective: they look for promotions, buy smaller quantities, yet maintain their interest in fresh and local products. The private label segment of retailers grew by over 12% in volume in 2024, and the trend continues, especially in meat, dairy, and basic processed products.

Convenience stores are gaining ground thanks to accessibility, but hypermarkets remain dominant in the price segment. Retailers are investing heavily in digitalization—mobile apps with personalized offers, loyalty programs, and home delivery services.

For Romanian processors, adapting to these changes means:

• Flexible ranges of packaging and product sizes
• Closer collaboration with modern retail
• Differentiation through premium or traditional products

The shift in purchasing habits is not temporary—it is shaping the new landscape of Romania’s food market for the coming years.

(Photo: Freepik)