Romania

The prevailing economic landscape in Romania in 2023 was characterised by persistent inflationary pressures, exerting upward pressure on unit prices across various product categories, including wipes. Rising costs associated with raw materials and…

Grocery retailers dominate sales in 2023

The high growth for convenience retailers in 2023 in Romania, was driven by rising interest in proximity shopping. Price growth over the level of inflation limited consumers' purchases to basic food items. Reduction of purchasing power due to…

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…

In 2023, vending in Romania showcased positive retail value growth, benefiting from the elimination of COVID-19 restrictions in March 2022. This led consumers to return to office work, with free movement outside of the home, enabling the recovery of…

Overall, retail volume sales of toilet care rose moderately in 2023. As in 2022, this was due to the performance of the dominant type, toilet liquids/foam, and rim liquids, with other categories continuing to see reduced or negligible retail volume…

The demand for polishes continued on a downward trajectory in 2023. These products were considered non-essential or obsolete by a large share of the consumer base, especially younger people. Furthermore, substitution and cannibalisation continued to…

Vacuum cleaners continue to benefit from consumers’ higher standards of health and hygiene, as enhanced by the era of the pandemic. As such, keeping a clean home has become a high priority, supporting both volume and value sales of vacuum cleaners.…

Despite the challenging economic climate, the demand for menstrual care products in Romania saw a steady increase in both value and volume sales throughout 2023. This growth can be attributed to a more educated and informed consumer base, which is…

The positive performance of dishwashing in Romania in 2023 was the result of Romanian consumers often cooking at home, as high inflation and strong pressure on purchasing power discouraged visits to foodservice establishments. However, hand…

In 2022, Romania’s packaging industry witnessed dynamic shifts influenced by economic challenges and consumer preferences. Larger pack sizes became the preferred choice across a variety of categories, offering consumers economic advantages amid…

Strong, double-digit retail value growth for discounters in Romania in 2023 resulted from heightened footfall driven by rising inflation. As bills rose, consumers were forced to reevaluate their spending habits, including migrating to other channels…

Even though inflation remained high in Romania in 2023, personal accessories saw growth in both current value and volume terms. Romanians are increasingly preoccupied with improving their personal image, and despite declining purchasing power, they…

Refrigeration appliances remains in a volume slump in 2023, following the boost to sales seen in the earlier review period, supported by the cocooning and home-renovation trends seen during the era of the pandemic. For example, freezers were popular…

Inflation remains a key factor for consumer appliances in Romania in 2023, as consumers’ purchasing power continues to be affected by these economic pressures. In this context, volume sales of major appliances remain low, as many consumers are…

Inflation in 2023 influenced Romanians' shopping behaviour for retail tissue. Unit prices continued to rise due to increased costs associated with raw materials and energy, as well as the trend towards premiumisation. This led to further polarisation…

Despite strong pressure on consumer purchasing power and soaring retail current unit prices, home insecticides registered a retail volume sales increase in 2023. While marginal overall, all categories, bar the mature spray/aerosol format, posted…

High inflation continued to exert strong pressure on the demand for home care in Romania in 2023, with retail current unit prices rising across all categories. Increases in the costs of raw materials and utilities put pressure on manufacturers,…

Romanian consumers remained very attached to their homes, and there was still a large part of the population that worked from home (or in a hybrid work system). In general, consumers are placing a higher importance on having a pleasant environment at…

The positive performance of consumer foodservice in 2023 was driven by the lifting of COVID-19 restrictions in March 2022. However, high inflation was seen from the last quarter of 2022, coinciding with rising consumption of heat, gas and electricity…