Sustainability is no longer just a trend—it has become a reality that increasingly influences the purchasing decisions of Romanian consumers. According to the MKOR study – The Ethical Consumer in Romania 2025, ethical consumption has grown by +5% year over year, indicating a positive trend in responsible purchasing and consumption behavior.
As the data shows, 61% of ethical consumers choose sustainable food products, marking a significant 22% increase compared to previous years. This shift highlights a growing concern for health, the environment, and the quality of daily food consumption. However, many challenges remain: high prices, lack of clear information, and skepticism about eco-labels are among the key barriers preventing a broader adoption of sustainable lifestyles.
At the same time, consumer behavior continues to evolve. Reducing food waste has become a major concern, and more consumers are making informed dietary choices.
Yet, only 13% of Romanians consistently prioritize healthy eating, raising an important question: Is food sustainability a real necessity or just a marketing-driven trend? Through this study, MKOR explores the factors driving these choices, the persisting barriers, and the opportunities for brands looking to respond to these emerging needs.
61% of Ethical Consumers Choose Sustainable Food – A 22% Increase!
Consumer preferences are shaped by factors such as health concerns, environmental impact, and food production ethics. While this segment was initially composed mainly of higher-income and highly educated individuals, recent data shows that more Romanians from diverse social backgrounds are making responsible food choices.
However, this growth is not accidental. Brands and retailers are responding to demand by expanding their range of organic, local, and sustainable products, while education and awareness initiatives play a crucial role. At the same time, online platforms and social media have amplified messages about the impact of food consumption on health and the environment.
“We are witnessing a real shift in Romanian consumer behavior. Sustainability is no longer seen as just a trend but as a conscious choice. The 22% increase in eco-friendly food purchases shows that more Romanians are ready to take action. However, for this segment to continue growing, brands must focus on transparency, accessibility, and education. Those who understand these needs have a significant competitive advantage. We are already seeing brands launching sustainability-focused communication campaigns and corporate responsibility initiatives.”
— Cori Cimpoca, Founder of MKOR
Only 13% of Romanians Consistently Prioritize Healthy Eating – What’s Holding Them Back?
Despite the growing interest in sustainable food, only 13% of Romanians consistently maintain a healthy diet. This highlights a significant gap between intention and action, with the main obstacles being:
- High prices – Many consumers perceive organic, eco-friendly, or local products as significantly more expensive than conventional alternatives. Although sustainable products have higher production costs, the perception that healthy eating is financially out of reach remains a major barrier.
- Lack of education and proper information – Many Romanians struggle to interpret product labels or identify harmful ingredients. Moreover, confusion between “healthy,” “natural,” and “organic” often leads to choices based more on marketing than factual knowledge.
- Skepticism toward eco-certifications – 1 in 2 Romanians do not trust ecological labels, believing many of them to be mere marketing tactics.
- Limited accessibility in stores – Although the range of sustainable products is expanding, they are still not widely available and are often restricted to specialty stores or premium supermarket sections. This lack of accessibility makes it difficult for consumers to switch to healthier alternatives.
Possible Solutions to Overcome Barriers
To accelerate the transition to sustainable food consumption, brands, retailers, and policymakers can take key actions:
✅ Education and transparency – Brands and retailers should invest in educational campaigns explaining the nutritional and sustainability benefits of their products and the real meaning behind food labels.
✅ Subsidizing eco-friendly products – Government initiatives or brand-retailer partnerships could make sustainable food more affordable for a broader audience.
✅ Expanding availability in mainstream retail – Increasing the number of sustainable products in supermarkets at competitive prices could encourage more Romanians to adopt responsible consumption habits.
✅ Clear and trustworthy certifications – Implementing more transparent verification systems and promoting credible eco-labels could reduce consumer skepticism.
“If we want to speed up the transition to sustainable food consumption, we must remove the barriers discouraging Romanians. Healthy eating should not be a luxury—it should be an accessible option for all. Both brands and authorities play a vital role in this transformation through education, clearer regulations, and solutions to make sustainable products more accessible.”
— Dr. Mădălina Iorga, Senior Consultant at MKOR
Food Waste Reduction Increased by 17% – How Does This Impact Buying Behavior?
One of the most visible signs of changing consumer behavior is the 17% increase in food waste reduction. More people are adjusting their purchasing habits to avoid food waste, a phenomenon that was previously considered inevitable in many households. This trend is driven by both economic factors and increased environmental awareness.
This behavioral shift directly influences purchasing decisions:
✔ Consumers are more mindful of the quantity of food they buy
✔ They choose longer-lasting products
✔ They embrace discount initiatives for near-expiry items
✔ Interest in reusable packaging and low-impact products is growing
Brands that understand these changes and offer practical solutions—such as smart portioning, clear labeling, and recycling programs—can gain customer loyalty in an increasingly demanding market.
These shifts confirm that sustainability is becoming a key factor in Romanian consumers’ purchasing decisions.
For a detailed analysis of market trends and opportunities, the full Ethical Consumer 2025 study is available for free here:
MKOR Study – The Ethical Consumer 2025