Select Country Report
2025 Developments
Romania’s retail posted a notable current value increase of 7% in 2025, achieving RON316.1 billion in sales and outpacing most regional counterparts thanks to record expansion in modern retail space and strong international investment. Despite persistent macroeconomic headwinds such as a VAT rate hike, elevated inflation at 7%, and subdued GDP growth of 1%, retail remains a highly attractive environment due to its central role in household expenditure, which stood at 61% of GDPin 2025. The landscape is shaped by intensifying consolidation among leading food retailers, rapid adoption of digital commerce, and a clear polarisation between value-driven and premium experience channels. Brands seeking success must embrace digital transformation, prioritise efficiency through automation and artificial intelligence, and build omnichannel capabilities that align with evolving consumer expectations for both price and experience, while navigating mounting fiscal pressures and the ongoing presence of informal competition.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Romania report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Romania?
- Which are the leading retailers in Retail in Romania?
- How are products distributed in Retail in Romania?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Romania?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Romania
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Robust Growth Despite Economic Headwinds
A Phase of Hyper-Concentration
Temu and Shein Intensify Competition as Trendyol Empowers Romanian Smes with Fast Fulfilment
Chart 2 Trendyol Aims to Expand the Reach of Local Merchants
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Discounters Accelerates Value-Driven Growth as Price Caution Persists
Chart 5 Analyst Insight for Retail
Retailers Adopt Artificial Intelligence and Automation to Cut Costs
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Lidl and Kaufland Expand Networks and Drive Concentration through Pricing and Digitalisation
Mergers and New Digital Launches Reshape Competition and Opportunity
Chart 8 Merchantpro and Emag Implement Ai Solutions for Optimisation of Operations
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 11 Standard Opening Hours by Channel Type 2025
Seasonality
Valentine’s Day
Mother’s Day
Easter
Summer sales
Back to School
Black Friday
Winter sales
Christmas
Chart 12 Economic Context for Retail
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Retail
Chart 16 Population 2020-2030
Chart 17 Population by Generation 2025
Convenience Retailers in Romania
Key Data Insights
Convenience Retailers Summary
Chart 18 Key Industry Trends for Convenience Retailers
Ahold Delhaize Expands Reach through Major Acquisition
Profi and Mega Image Join Forces to Dominate Proximity Shopping
Metro’S La Doi Pasi Extra Leverages Technology to Elevate Urban Shopping
Chart 19 La Doi Pasi Extra - an Urban Proximity Retail Concept
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Metro’S Franchise Model Drives Small Grocers to Embrace Proximity
Chart 22 Analyst Insight for Convenience Retailers
Petrom and Auchan Partnership Fuels Forecourt Retailer Expansion
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Ahold Delhaize Accelerates Consolidation with Profi Acquisition, Boosting National Coverage
Chart 25 Profi Generates Synergies with Ahold Delhaize’S Existing Brands
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Chart 28 Economic Context for Convenience Retailers
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Convenience Retailers
Chart 32 Population 2020-2030
Chart 33 Population by Generation 2025
Supermarkets in Romania
Key Data Insights
Supermarkets Summary
Chart 34 Key Industry Trends for Supermarkets
Profi and Mega Image Adapt Store Formats to Drive Growth Amid Inflation
Ahold Delhaize Leverages Dual-Brand Strategy for Broader Reach and Innovation
Mega Image Expands Private Label Portfolio to Meet Demand for Affordable Quality
Chart 35 Mega Image Develops Broad Private Label Offer
Chart 36 Value Sales 2020-2030
Ahold Delhaize Acquires Profi to Expand Reach and Drive Consolidation
Profi’S New Format and Digitalisation Set Pace for Growth and Innovation
Independent Supermarkets Maintain Presence but Face Rising Pressure From Chains
Chart 37 Forecast Value Sales 2020-2030
Chart 38 Analyst Insight for Supermarkets
Ahold Delhaize Unites Profi and Mega Image to Secure Stable Leadership
Chart 39 Profi Evolves in Synergy with Mega Image
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Chart 42 Economic Context for Supermarkets
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Supermarkets
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Hypermarkets in Romania
Key Data Insights
Hypermarkets Summary
Chart 48 Key Industry Trends for Hypermarkets
Carrefour Extends E-Commerce Reach through Delivery Partnerships
Chart 49 Carrefour Has the Most Extensive Partnerships Network for E-Commerce
Chart 50 Value Sales 2020-2030
Kaufland and Carrefour Adapt Formats to Meet Evolving Shopper Habits
Chart 51 Analyst Insight for Hypermarkets
Auchan and Kaufland Invest in Local Sourcing to Retain Loyalty
Consolidation and Smaller Footprints Reshape Future Store Formats
Chart 52 Forecast Value Sales 2020-2030
Kaufland Expands Footprint as Carrefour Pivots to Small Formats
Schwarz Group Acquisition of La Cocos Signals Further Shake-Up
Chart 53 La Cocos Focuses on Low Operational Costs and an Efficient Shopping Experience
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Chart 56 Economic Context for Hypermarkets
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Hypermarkets
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Discounters in Romania
Key Data Insights
Discounters Summary
Chart 62 Key Industry Trends for Discounters
Auchan Repositions Hypermarkets as Atac to Capture Value-Focused Shoppers
Chart 63 Transformation of Auchan Hypermarkets into Atac Hiper Discount Discounters
Penny’S Hanul Boieresc Builds Loyalty with Romanian-Sourced Private Label
Chart 64 Penny's Hanul Boieresc "Megabrand" Offers Products Made in Romania
International Chains Expand Store Networks to Meet Rising Demand
Chart 65 Value Sales 2020-2030
Penny and Auchan Drive Automation to Boost Convenience and Loyalty
Chart 66 Forecast Value Sales 2020-2030
Chart 67 Analyst Insight for Discounters
Lidl Accelerates Store Openings While Penny Targets Network Expansion
Chart 68 Company Shares 2025
Chart 69 Brand Shares 2025
Chart 70 Economic Context for Discounters
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Discounters
Chart 74 Population 2020-2030
Chart 75 Population by Generation 2025
Small Local Grocers in Romania
Key Data Insights
Small Local Grocers Summary
Convenience Store Players Expands= Presence and Reduce Consumer Reliance on Traditional Shops
Chart 76 Value Sales 2020-2030
Convenience Chains Drive Independent Stores to Franchise Adoption
Speciality Food Stores Shift Focus to Local Chain Development
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Analyst Insight for Small Local Grocers
A Highly Fragmented Channel
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Chart 81 Economic Context for Small Local Grocers
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Small Local Grocers
Chart 85 Population 2020-2030
Chart 86 Population by Generation 2025
General Merchandise Stores in Romania
Key Data Insights
General Merchandise Stores Summary
Chart 87 Key Industry Trends for General Merchandise Stores
Action Accelerates Expansion and Reshapes Value Proposition
Chart 88 Romania Becomes the 14Th Country in Which the Action Store Chain Operates.
Action Works to Appeal to Local Consumers
International Entrants Reshape Competitive Landscape and Consumer Expectations
Chart 89 Value Sales 2020-2030
Chart 90 Value Sales by Category 2025
Chart 91 Analyst Insight for General Merchandise Stores
Action Sustains Growth as Variety Stores Capture Value-Driven Demand
Shopping Malls Expand While Department Stores Remains Absent
High Inflation and Action’S Pricing Strategy Drive Future Expansion
Chart 92 Forecast Value Sales 2020-2030
Chart 93 Forecast Value Sales by Category 2025-2030
Miniso Extends Dominance as Action Drives New Growth
Chart 94 Miniso Dominates Variety Stores in Romania
Chart 95 Company Shares 2025
Chart 96 Brand Shares 2025
Chart 97 Economic Context for General Merchandise Stores
Chart 98 Real Gdp Growth 2020-2030
Chart 99 Inflation 2020-2030
Chart 100 Consumer Context for General Merchandise Stores
Chart 101 Population 2020-2030
Chart 102 Population by Generation 2025
Apparel and Footwear Specialists in Romania
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 103 Key Industry Trends for Apparel and Footwear Specialists
Primark Drives Affordable Fashion Amid Inflation and Changing Consumer Priorities
Chart 104 Primark Offers Variety, Low Prices and a Focus on Sustainability
International Brands Accelerate Expansion as Local Players Face Mounting Pressure
Fashion Days Leverages Omnichannel Integration to Lead Digital Transformation
Chart 105 Fashion Days Focuses on Omnichannel Integration and Launch of Own Marketplace
Chart 106 Value Sales 2020-2030
Shopping Mall Expansion Fuels Outlet Growth Despite Persistent Inflation
Omnichannel Brands Transform Stores into Digital Showrooms for E-Commerce
Social Commerce and Payment Innovation Reshape Competitive Dynamics
Chart 107 Forecast Value Sales 2020-2030
Chart 108 Analyst Insight for Apparel and Footwear Specialists
Pepco and Inditex Expand Share as Kik Surges with Value-Driven Growth
Chart 109 Company Shares 2025
Chart 110 Brand Shares 2025
Chart 111 Economic Context for Apparel and Footwear Specialists
Chart 112 Real Gdp Growth 2020-2030
Chart 113 Inflation 2020-2030
Chart 114 Consumer Context for Apparel and Footwear Specialists
Chart 115 Population 2020-2030
Chart 116 Population by Generation 2025
Appliances and Electronics Specialists in Romania
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 117 Key Industry Trends for Appliances and Electronics Specialists
Altex Expands through Acquisition as Premium Focus Reshapes Demand
Flanco Repositions as Smart Discounter to Capture Price-Savvy Shoppers
Chart 118 Flanco Becomes Flanco Smart Discounter
Chart 119 Value Sales 2020-2030
Altex and Flanco Leverage E-Commerce to Drive Replacement Demand
Smart Appliances and Digital Engagement Sustain Premium Sales Growth
Chart 120 Analyst Insight for Appliances and Electronics Specialists
Chart 121 Forecast Value Sales 2020-2030
Altex Expands Omnichannel Network to Reinforce Sales Lead
Chart 122 Altex Romania Enters Home Products Specialists
Media Galaxy Expands with Discounts as Istyle Focuses on Stability
Chart 123 Company Shares 2025
Chart 124 Brand Shares 2025
Chart 125 Economic Context for Appliances and Electronics Specialists
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Appliances and Electronics Specialists
Chart 129 Population 2020-2030
Chart 130 Population by Generation 2025
Home Products Specialists in Romania
Key Data Insights
Home Products Specialists Summary
Chart 131 Key Industry Trends for Home Products Specialists
Major Players' Expansion and Acquisition Strategies Reshape Retail Landscape
Dedeman Leverages Scale to Dominate Sales of Home Improvement and Gardening Stores
Digital Transformation with Ai Raises Standards for Personalised Retail Experiences
Chart 132 The Ikea Home Smart App
Chart 133 Value Sales 2020-2030
Chart 134 Value Sales by Category 2025
Chart 135 Analyst Insight for Home Products Specialists
Pet Shops and Superstores Expands as Pet Ownership Rises
E-Commerce and Omnichannel Drive Convenience and Resilience
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Dedeman Expands Digital Reach as Jysk Accelerates Growth
Chart 138 Dedemand Combines Physical Expansion with Digital Investment
Chart 139 Company Shares 2025
Chart 140 Brand Shares 2025
Chart 141 Economic Context for Home Products Specialists
Chart 142 Real Gdp Growth 2020-2030
Chart 143 Inflation 2020-2030
Chart 144 Consumer Context for Home Products Specialists
Chart 145 Population 2020-2030
Chart 146 Population by Generation 2025
Health and Beauty Specialists in Romania
Key Data Insights
Health and Beauty Specialists Summary
Chart 147 Key Industry Trends for Health and Beauty Specialists
Dr Max Drives Discount Pharmacy Expansion to Outpace Rivals
Dr Max Overtakes Catena as Low-Cost Leader in Terms of Store Numbers
Chart 148 Dr Max Consolidating Its Discount Area under the "Dr Max Prices Are Low" Slogan
Catena and Dm Expand Store Networks to Capture Wellness Demand
Chart 149 Catena Sustains the Consolidation Trend
Chart 150 Value Sales 2020-2030
Chart 151 Value Sales by Category 2025
Pharmacy Chains Expand Networks and Strengthen Brand Loyalty through Omnichannel Investment
Dm Leverages Wellness and Digital Integration to Accelerate Health and Personal Care Growth
Chart 152 Analyst Insight for Health and Beauty Specialists
Brand Advertising and Digital Sales Shape Competition and Consumer Experience
Chart 153 Forecast Value Sales 2020-2030
Chart 154 Forecast Value Sales by Category 2025-2030
Catena and Dm Strengthen Positions as Digitalisation and Brand Investments Drive Share Shifts
Chart 155 Company Shares 2025
Chart 156 Brand Shares 2025
Chart 157 Economic Context for Health and Beauty Specialists
Chart 158 Real Gdp Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Health and Beauty Specialists
Chart 161 Population 2020-2030
Chart 162 Population by Generation 2025
Vending in Romania
Key Data Insights
Vending Summary
Consumers Shift to Coffee Vending as Vat Rise Hits Cafés
Chart 163 Value Sales 2020-2030
Chart 164 Value Sales by Category 2025
Coffee Drinkers Embrace Vending for Affordable On-The-Go Refreshment
Operators Invest in Modern Technology as Cash Payments Decline
Chart 165 Forecast Value Sales 2020-2030
Chart 166 Forecast Value Sales by Category 2025-2030
Major Players Expand in Premium Sites as Independents Lose Ground
Chart 167 Company Shares 2025
Chart 168 Brand Shares 2025
Chart 169 Economic Context for Vending
Chart 170 Real Gdp Growth 2020-2030
Chart 171 Inflation 2020-2030
Chart 172 Consumer Context for Vending
Chart 173 Population 2020-2030
Chart 174 Population by Generation 2025
Direct Selling in Romania
Key Data Insights
Direct Selling Summary
Chart 175 Key Industry Trends for Direct Selling
Growing Pressure to Engage in Digital Transformation
Beauty and Personal Care Brands Maintain Value Leadership through Digital Adaptation
Digital-First Sales Models Reshape Beauty Brand-Consumer Relationships
Chart 176 Avon Has Managed to Move From Direct Sales to E-Commerce
Chart 177 Value Sales 2020-2030
Chart 178 Value Sales by Category 2025
Avon, Oriflame and Farmasi Accelerate Digital Investments to Sustain Sales
Health and Beauty Direct Selling Consolidates Lead as Fashion Surges
Mobile-First Shopping Habits Reshape Competition and Digital Strategies
Chart 179 Forecast Value Sales 2020-2030
Chart 180 Forecast Value Sales by Category 2025-2030
Chart 181 Analyst Insight for Direct Selling
Avon Leverages Digitalisation to Defend Leadership as Share Narrows
Chart 182 Company Shares 2025
Chart 183 Brand Shares 2025
Chart 184 Economic Context for Direct Selling
Chart 185 Real Gdp Growth 2020-2030
Chart 186 Inflation 2020-2030
Chart 187 Consumer Context for Direct Selling
Chart 188 Population 2020-2030
Chart 189 Population by Generation 2025
Retail E-Commerce in Romania
Key Data Insights
Retail E-Commerce Summary
Chart 190 Key Industry Trends for Retail E-Commerce
Growth Amid Macroeconomic Challenges
Marketplace E-Commerce Strengthens Platform Dominance and Raises Barriers for Independents
Altex Integrates Physical and Digital Channels to Deliver Seamless Shopping Experiences
Chart 191 Value Sales 2020-2030
Chart 192 Value Sales by Category 2025
Chart 193 Altex Consolidates Its Omnichannel through Digital Integration and Ai Personalisation
Mobile App Innovation Drives New Shopping Habits and Payment Integration
Chart 194 Analyst Insight for Retail E-Commerce
Marketplace Platforms Expand Access for Start-Ups and Small Retailers
Omnichannel Strategies and Delivery Efficiency Reshape Competition
Chart 195 Forecast Value Sales 2020-2030
Chart 196 Forecast Value Sales by Category 2025-2030
Emag Accelerates Investment While Trendyol and Temu Disrupt the Competitive Order
Chart 197 Emag Operates the Largest E-Commerce Marketplace in Romania
Chart 198 Company Shares 2025
Chart 199 Brand Shares 2025
Chart 200 Economic Context for Retail E-Commerce
Chart 201 Real Gdp Growth 2020-2030
Chart 202 Inflation 2020-2030
Chart 203 Consumer Context for Retail E-Commerce
Chart 204 Population 2020-2030
Chart 205 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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