Romania

At the end of the review period, warehouse clubs remained absent from Romania’s retailing landscape and there were few signs, if any, that the category will emerge in the country in the near future. Indeed, none of the major international players…

Direct selling in Romania is a retailing category in which sales are heavily dominated by beauty and personal care brands. Sales are heavily concentrated in the hands of the global leaders in beauty and personal care direct selling Avon and Oriflame…

Following the outbreak of COVID-19, childrenswear saw declining current value sales in 2020. However, in comparison with womenswear and menswear, childrenswear was less severely impacted. This emphasises how Romanian parents were more concerned with…

With cocooning remaining prevalent in Romania in 2021 due to further waves of COVID-19, this helped to sustain demand for toilet care. Many Romanians continued to work and study from home in 2021, while some consumers also refrained from travelling…

It was another tough year for polishes in 2021 with volume sales declining for the second year running. The largest category of furniture polish suffered as consumers switched to using surface care due to increased hygiene concerns, with the latter…

The return of positive sales growth was the most important trend to note in vending after the category registered negative sales growth at the peak of the COVID-19 pandemic in 2020. The category struggled to attract sales during 2020 as restrictions…

2021 saw an improvement in the performance of sports drinks, with moderate positive sales growth recorded as the category partially recovered from the strong sales decreases registered in 2020. The poor performance recorded in sports drinks during…

The partial reopening of the Romanian economy and society that was seen over the course of 2021 had a very positive impact on sales of energy drinks, especially during the second half of the year. A particularly robust recovery was seen in on-trade…

The positive growth registered in sales of concentrates in 2021 can be attributed mainly to the adverse and uncertain economic situation which remained in effect in the country throughout the year. This was the direct result of the COVID-19 pandemic,…

Wipes remained one of the fastest growing tissue and hygiene categories in Romania in 2021 as the COVID-19 pandemic boosted sales across both home care and personal wipes. This was due to consumers’ increased focus on health, wellness, and hygiene.…

In 2021 menswear saw a notable rebound, after seeing a double-digit current value decline in 2020 due to COVID-19. One of the best performing categories was men’s jeans. In 2020, men preferred comfortable sporty clothes, because they had to stay at…

As a result of the COVID-19 pandemic, footwear saw plummeting current value sales in 2020, in fact the strongest decline of all apparel and footwear categories. With most Romanians spending more time at home throughout 2020, whether due to working,…

Variety stores is an underdeveloped retail category in Romania and one which remains unfamiliar to the majority of consumers. Variety stores has never really developed as a retailing concept in a country with a strong tradition of highly specialised…

2021 proved to be a watershed year for Romania’s retailing industry as new consumption patterns and purchasing habits emerged due to retailers and consumers alike adjusting to the harsh realities of life during the COVID-19 pandemic. While the…

The performance recorded in Romania’s soft drinks industry in 2021 represented an improvement on 2020, a year when sales in all categories of soft drinks were under pressure due to the impact of the COVID-19 pandemic. The main reason for the…

2021 saw sales of juice continue to increase as the entire category continued to benefit from the heightened focus on health and wellness that has been seen among the population of Romania since the onset of the COVID-19 pandemic. This stronger focus…

Low tax rates are a major draw for Romania, but economic freedom has stagnated owing to deteriorating fiscal health. Nevertheless, the economy has recovered from the shock of the Coronavirus (COVID-19) pandemic, but inflation is on the rise.…

The COVID-19 pandemic and the rise in germaphobia among the population has led to some changes in the cleaning habits of consumers in Romania. Now, Romanians tend to clean their houses more often than before and are increasingly relying on quality…

Laundry care continued to enjoy strong growth in current value terms in 2021, mainly due to a change in cleaning habits seen since the outbreak of COVID. Some Romanians continued to go out less than before the start of the pandemic in 2021, with many…

Previously, an aversion to the strong smell of bleach and its possible negative impact on health and on clothes saw demand falling. However, bleach saw somewhat of a renaissance following the outbreak of COVID-19, as consumers welcomed its reliable…