After strong retail volume growth in 2018, supported by increasing sales of televisions as Romanians upgraded their sets in order to watch the 2018 FIFA World Cup on larger, HD screens, retail volume growth subsided in 2019. Even so, increasing disposable incomes and the constant diversification of retailers’ product portfolios resulted in another year of growth in consumer electronics.
Romanians are becoming increasingly knowledgeable and connected and have greater technological literacy, in a country with one of the fastest internet speeds in the world. Given their increasingly dynamic lifestyles, Romanians focus on portability and integrated solutions.
Strong international brands reign supreme in consumer electronics, capitalising on their strong images in the eyes of consumers, their aggressive marketing and extensive distribution, whilst also being the main innovators. Brands such as Samsung, Huawei, Nokia and LG lead consumer electronics.
Store-based retailing accounted for the majority of sales of consumer electronics in 2019, mainly chained specialist stores and hypermarkets, although internet retailing continued to gain ground, as consumers become more comfortable with online payments and as internet penetration increased. The online retailer, E-mag, is highly popular as one of the largest internet retailers in south east Europe.
Premium consumer electronics, with ergonomic designs and a multitude of features, will likely prove successful over the forecast period, as the average Romanian consumer becomes increasingly sophisticated and tech-hungry. Consumers are expected to favour connected devices and will be permanently online.
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Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Romania with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Electronics market research database.