What and How Romanians Buy – Preferences, Figures, and Trends for 2025
- Bucharest leads national sales with 10.49%, followed by Timișoara (7.23%) and Cluj-Napoca (4.58%).
- Essential products like oil, sugar, and milk dominate purchases, but the premium segment is growing.
- The highest sales occur around payday, on the 5th and 20th of each month.
Romanian retail reflects a mix of pragmatism and indulgence, according to the most extensive analysis of consumer habits in Romania, conducted by Footprints AI. The Romanian technology company develops and operates one of the world’s most advanced retail media and retail data insights platforms and runs the largest retail media network in Romania and Central and Eastern Europe.
Women generate nearly 60% of retail transactions in Romania. The 35-54 age group dominates consumption due to financial stability and a preference for quality products, while families with children contribute nearly 35% of sales, making them a strategic segment for retailers.
The study, based on anonymized data from over 8.5 million Romanian consumers, reveals current consumption trends, preferences, and purchasing drivers. These insights are particularly valuable given that Romanians are the most atypical shoppers in the EU, allocating over 27% of household budgets to food and non-alcoholic beverages—the highest percentage in the European Union, compared to the EU average of just over 17%, according to Eurostat.
Economic Pragmatism and a Shift Toward Premium Products
In an economy marked by inflation and budget adjustments, Romanians continue to prioritize essential products such as sunflower oil, sugar, and milk, which dominate shopping baskets. These affordable and necessary items reflect a heightened price sensitivity and the need to control daily expenses.
However, premium products are gaining ground, particularly in urban areas. Categories such as artisanal bakery products (9.45% of total sales) and sweet snacks (9.66%) are among consumer favorites, indicating a trend toward comfort and self-indulgence.
Regional Sales Dynamics and Local Preferences
Bucharest leads national sales with 10.49% of the total volume, followed by Timișoara (7.23%) and Cluj-Napoca (4.58%). However, the South region strengthens its position as the national leader, contributing 24.16% of total sales, thanks to developed urban centers and traditional shopping habits.
In rural areas, purchasing behavior focuses on essential products like oil, sugar, and dairy, with consumers being more price-conscious and focused on basic needs. In contrast, urban shoppers prefer premium and convenience products, such as sweet snacks, mineral water, and processed meat, adapting to a dynamic, city-based lifestyle.
Pork and chicken remain central categories in Romanians’ daily shopping carts, accounting for 48% of total meat consumption (27% pork, 21% chicken), according to Footprints AI data.
Meanwhile, dairy products such as yogurt, buttermilk, and kefir have seen significant growth due to increasing interest in healthy choices. Sweet and savory snacks together account for 17.5% of total sales, remaining highly popular, with peak consumption during Christmas and Easter.
In the same preference category, alcoholic beverages and tobacco represent 6.5% of total household expenditures in Romania, significantly higher than the European average of 4.4%, according to Eurostat. Beer holds a notable position, representing nearly 8% of total sales, associated with social events and increased summer consumption, according to Footprints AI data.
Seasonality and Holiday Influence on Consumption
Footprints AI’s study highlights the significant impact of seasonality and religious holidays on consumer behavior. During festive periods such as Easter and Christmas, sales of eggs and sugar see substantial increases, emphasizing the importance of strategic promotional planning.
In summer, the consumption of carbonated drinks, refreshing desserts, and ice cream rises significantly, reflecting the need for hydration and indulgence. Additionally, bulk sausages and barbecue products experience peak sales, aligning with outdoor social gatherings. In colder months, frozen and prepared meat products become popular choices, offering quick and substantial meal solutions.
Consumption Differences by Gender and Lifestyle
Women account for over 60% of dairy and bakery purchases, managing essential grocery shopping for families. In contrast, men dominate purchases in alcoholic beverages (beer, spirits) and savory snacks, confirming distinct preferences.
The 35-54 age group is the most active, balancing essential and premium purchases. Young couples invest in higher-quality products such as spirits and gourmet snacks.
Shopping Habits by Time of Month and Preferred Hours
Romanians synchronize their shopping habits with payday, with the highest transaction volumes recorded around the 5th and 20th of the month. The preferred shopping time is between 11:00 AM and 1:00 PM, when planned purchases dominate, while evenings are reserved for quick, post-work shopping.
The Future of Retail is Built on Data Insights
“Romanian consumer behavior reflects a complex dynamic in which shoppers manage their budgets carefully but do not give up small indulgences. Retailers and brands that understand these nuances and adjust their strategies accordingly will gain a significant competitive advantage. Through the Footprints AI platform, we provide valuable insights that help companies optimize inventory and marketing strategies, adapting in real time to market needs,” says Dan Marc, CEO and co-founder of Footprints AI. He emphasizes that this balance between pragmatism and quality aspiration is a major trend for 2025.
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