Food and Drink E-Commerce in Romania

2020 IMPACT

COVID-19 stimulates investment in food and drink e-commerce

Food and drink continues to account for a considerable proportion of Romanian consumers’ household expenditure. Indeed, the challenging and uncertain economic environment resulting from the COVID-19 crisis increased many consumers’ focus on spending on essential items, such as food and drink.

Modern grocery retailers join forces with third party platforms

While non-grocery manufacturers and retailers already benefited from experience in e-commerce due to their early adoption of multi-channel strategies, grocery chains had to adapt rapidly to the new conditions resulting from the COVID-19 crisis. In particular, they had to make significant efforts to improve their home delivery services.

Launch of Tazz by eMAG targets growing demand for delivery services

The launch of the platform, Tazz by eMAG, represented an important development in food and drink e-commerce during 2020. Following the imposition of physical distancing requirements and the growing importance of delivery services, the platform for prepared food, EuCeMananc, was transformed into Tazz by eMAG.

RECOVERY AND OPPORTUNITIES

COVID-19 to have lasting effect on development of food and drink e-commerce

COVID-19 is likely to have a lasting impact on the development of food and drink e-commerce in the Romanian market. While consumers are set to return to shopping in physical stores as concerns about the immediate threat from COVID-19 wane, the improvements made to home delivery services as a result of the pandemic and consumers’ positive experiences of food and drink e-commerce are set to have an enduring effect, making consumers more likely to persist with online grocery shopping.

Packaged food manufacturers set to continue to develop their own e-commerce capabilities

Not only modern grocery retailers, but also packaged food manufacturers have looked to capitalise on the rising demand for online ordering and home delivery of packaged food resulting from the COVID-19 crisis. FrieslandCampina Romania SA has operated an e-commerce store for dairy products under the Napolact brand since May 2020, for example.

Favourable environment for health and wellness specialists

The health and wellness trend will remain a key influence on food and drink demand during the forecast period. Indeed, the trend has been bolstered by the experiences of the COVID-19 crisis, both in terms of the immediate threat from the disease and awareness of the potential health impact of the sedentary lifestyles and comfort-orientated diets typical of home seclusion.