PwC's

Voice

of

theConsumer

Survey2025ConsumerpreferencesanalysisRomania,2025AboutTheVoiceof

theConsumerSurveyWhatdefinesthemodernRomanianconsumerandwhatdrivestheirpurchasingdecisionsintoday'sevolvingmarket?Ourlatestreportaddressesthesecriticalquestions,providingvaluableinsightsforbothconsumersandbusinesses.Romanianconsumersareincreasinglyprice-sensitivewhilesimultaneouslyraisingtheirexpectationsforquality,health,andconvenience.Thisshiftpresentsbothchallengesand

opportunitiesformanufacturersandretailersaimingtoeffectivelyengagewithconsumersamidchangingpreferences.The2025editionofoursurveyisparticularlyrelevantgiventhesignificantchangesoverthepastyear.Inflationconcernsandgeopoliticaltensionsareimpactingconsumersentiment,makingfinancialconsiderationsatoppriorityinpurchasingbehavior.Despitefocusonprices,Romanianconsumersarebecomingmorediscerning,activelyseekinghigh-qualityproductsthatalignwiththeirvalues.Sustainabilityisanotherkeythemeinconsumerpreferences,althoughprogressremainsslow.Healthandconveniencecontinuetogain

importance,particularlyamongyoungerconsumers.Ashiftfrombrandloyaltytopreferencesforfresh,seasonalproductsindicatesafundamentalchangetowardshealthiereatinghabits.OurresearchdelvesintothedrivingforcesbehindthesetrendsandtheuncertaintiesthatwillshapeconsumerbehaviourinRomania.ThisreportleveragesextensivesurveydatatoempowerretailersandmanufacturersastheynavigateRomanian'sdynamicmarket.Weinviteyoutoexploreourfindingsin“Voiceof

the

Consumer

|

2025.”ThiscomprehensiveanalysisaimstoequipindustryleaderswithessentialtoolstoidentifygrowthopportunitiesandmeetthedemandsofRomanianconsumerseffectively.PwC

2RuxandraTarlescuConsumerMarketsLeaderandTLPLeader,PwCRomaniaInRomania,purchasingbehaviourisshapedbyinflationandrisinglivingcosts,drivingconsumerstobemorecautious,focusonessentials,andmanagebudgetscarefully.Thecostof

livingisseenasthemainriskoverthenextyear,especially

asfiscalmeasurestoreducethebudgetdeficitmayimpactprices.Romaniansareadoptingmoney-savinghabits,likeusingleftoversandseekingpromotions,yettheydifferfromglobaltrends:53%prefertobuylocalfood,evenathigherprices,while47%choosecheaperinternationaloptions.Thisevolvingconsumerlandscapecreatesbothchallengesandopportunitiesforretailersandfoodproducers.PwC’sVoiceof

theConsumer2025reporthighlightstheneedforbusinessestofocusonaffordability,whilealsorespondingtotherisingdemandforlocal,healthy,andconvenientproducts.PwC

3Romanianconsumersonaveragechooseeatingout

on-the-goorreadytoeat

meals

asfrequentlyasconsumersinotherCEEcountrieswitharound35%choosingpreparedfoodatleastonce

a

weekHealthrisks

areamajorconcernforconsumers,over60%areworriedabouttherisksofultra-processedfoodsanduseof

pesticidesinproducts,evenmorethanfoodcostsAround58%ofconsumersarestillconcernedaboutinflation,whilefearsaroundmacroeconomicvolatilityarerisinginCEE

–

6pp.increasevs

2024PwC

4KeyconclusionsConcernsoverclimatechangeamongRomanianconsumershavefallenfrom66%in

2024

to63%in

2025ExecutivesummaryDanielAnghelCountryManagingPartnerPwCRomaniaFoodcompaniestodayarenavigatingahighlycomplexstructuralandmacroeconomicenvironment,definedbysupplychainpressures,shrinkingmargins,tradedisruptions,andgrowingclimateriskstoagriculturaloutput.Atthesametime,empoweredconsumersarebecomingkeyagentsofchange,drivingdemandforfoodthatalignswiththeirvaluesaroundhealth,convenience,andsustainability.However,escalatingfoodpricesandbroadercost-of-livingchallengesoftenlimittheirabilitytoactontheseaspirations.Againstthisbackdrop,theglobalfoodsystemisundergoingprofoundreinvention,withinnovation,technologyandcross-sectorcollaborationreshapingvaluecreation.Ourlatestresearchshowsthatby2035,thisevolving”Howwefeed”ecosystemcouldgenerateabaselinegrossvalueaddedof

nearlyUSD

10trillion,offeringunprecedentedopportunitiesforbusinessesthatcanadapttoinformed,aspirationalandincreasinglysustainability-focusedconsumerexpectations.PwC

5VOTCreportmainthesesConsumerworldview:anongoingshift?

ConsumerconcernsinRomaniaareshifting,withinflationandgeopoliticalconflictdecliningastopworries,whilefearsaroundmacroeconomicvolatilityarerisinginCEE?

Financialconsiderations(especiallyprice)drivepurchasingbehaviourinRomaniabut

tasteremainsvital—retailersmustbalancecompetitivepricingwithhigh-qualityofferingstowinconsumers?

Overthirdofconsumersexpecttoincreasetheirspendingonfreshproducts,whilecuttingbackalcoholandsnacks,creatingnewpocketsof

valueformanufacturersandretailersamidshiftingcategorydemandsManufacturers:risingproductexpectations?

Financialbenefitsandtastearemostlikelytodrivebrandswitchingbehavior.However,healthbenefitsareontheriseanddrivingconsumerchoices–over

60%are

worried

aboutfoodrisksof

ultra-processedfoods

anduseof

pesticidesinproducts,evenmorethanfoodcosts?

Romaniansprioritisefreshnessandseasonalityoverbrandtier,drivenbytherisingqualityandappealof

privatelabels

evolvingintoprivatebrands?

Half

of

consumerstrustFast-MovingConsumerGoods(FMCG)producersasfacilitatorsof

healthyeating;manufacturersshouldenhancetheirvaluepropositionbyofferingtailoredhealthproductswithbetternutritionalcontentandlower-calorieoptionsTheRomanianconsumerin2025prioritisespricealongsiderisingqualityexpectations,

valueshealthandconvenienceandis

graduallyshifting

towardssustainabilityPwC

6Sustainability:stilla

longwaytogo?

ConcernsoverclimatechangeamongRomanianconsumershavefallen

from66%in2024to63%,withonlyathirdwillingtopayapremiumforsustainablegoods?

Toreducetheirimpactonclimatechange4in

10

consumers

are

changingtheirpurchasinghabitsbybeingmoreconsiderateconsumers?

Pesticide-freeandlocallyproducedarethekeysustainabilitymetrics

forconsumersinRomaniaandCEE,emphasisingtheopportunityformanufacturerstoadopttargetedandleansustainabilityeffortsinsteadofabroadapproachLifestyle:growing

healthandconveniencefocus?

35%ofRomaniansconsumersratetheirgeneralhealthasexcellentor

verygood,emphasisinganongoingtrendof

growinghealthconsciousnessandrisingaffluenceamongconsumers?

Romaniansprefereatingout,on-the-goandready-to-eatas

much

as

thoseinotherCEE

countries?

MillennialsinRomaniaareattheforefrontof

the

no-cookingtrend,whileGenZprioritisehealthtechandGenAIontheriseforbalancedandhealthymealplanningandmenusuggestionsPwC

71Consumerworldview:anongoing

shiftFinancialsituationInRomania,28.7%of

populationisfinancially

secure,while

in

CEE

it’s

27%My

householdcanpayall

bills

every

month,andhasenoughleftoverforsavings,

holidays,entertainment,

etc.

My

householdcanpayall

billsevery

month,

but

hasverylittle/nothingleftoverforsavings,holidays,entertainment,etc.Myhouseholdstrugglestopayall/some

bills

every

monthMyhouseholdcannotpaythe

bills

most

ofthetimeIdon’t

knowLabel

28.7%CEE27%62%9%2%1%62.6%

7.4%

0.7%

0.7%

8.1%PwCRomanianconsumerstendtobemarginallylesswealthyonaverage

thantheirCEEcounterparts,althoughslightlymoreRomaniansfeelfinanciallysecurethantheCEEaverageOverviewofRomaniancustomerprofileNominalGDPperCapita

[EUR]RomaniaCEE

17,141

14,048Ofallglobalcustomersarefinanciallysecure,while40%

are‘financiallycoping,,

withafurther

12%thatare‘financially

insecure,andstrugglingtopaybillsatleastsomeof

the

timeMedianageofpopulationCEERomania703

CEE

746Whichofthefollowingbestdescribesyourcurrentfinancialsituation?Source:

Eurostat,Statista,CentralStatisticalOfficeAveragemonthly

netincome

[EUR]46%43,242,5Romania9PwCRomanianconsumerconcernsareshifting,withinflationandgeopoliticalconflictdeclining,whilefearsaroundmacroeconomicvolatility

are

rising

in

CEEThegreatestthreats

perceivedby

RomanianconsumersInflation74.1%

Macroeconomicvolatility35.1%+16.8%51.9%

43%+6%49%個Geopoliticalconflict42.2%+3.3%45.7%個

-1%

Health

risks42.6%

29.1%30%44%

Whichof

thefollowingpotentialthreats/risksdoyoufeelcouldimpactyourcountrymostinthenext

12months?(Rankedintopthree)RomaniaRomaniaCEECEE-1160.0%

-14%45%44%66%

-8%

2025202420242025202420252025202458%

5%5%-1310..AnalysisDespitecontinuedagreementamongconsumersglobally,and

in

CentralandEasternEuropeandRomania,thatinflation

remainsthe

top

risk,

theonsetof2025waslargelyperceivedasastabilisingperiodbyRomanianconsumers.Globaleconomicsignalsremainmixed,withhighuncertaintystemmingfromtradepolicyshifts,geopoliticaldisruptionsandpoliticaltransitions.ThesedynamicshavecontributedtorisingmacroeconomicuncertaintyintheCEEregion,alreadyshowinga6%

increase

compared

to

2024.PwC

111stInflation

(47%)Inflation

(65%)Inflation

(68%)Inflation

(63%)Inflation

(58%)2ndMacroeconomicMacroeconomicMacroeconomicMacroeconomicMacroeconomicvolatility

(38%)volatility

(52%)volatility

(59%)volatility

(52%)volatility

(49%)3rdClimatechange

(26%)Geopoliticalconflict

(42%)Geopoliticalconflict

(53%)Geopoliticalconflict

(46%)Geopoliticalconflict

(44%)by

macroeconomic

volatility

andgeopoliticaluncertaintyPotentialrisksandthreats

inthe

next

12months

across

generation%rankedin

top

3

GenerationZMillennialsGenerationXRomaniaCEEPwCAcross

all

generations

and

countriesinCEE,inflationisstillidentifiedasthegreatestconcern,followed121351301251201151101051009520212022202320242025

Poland

Hungary

Romania

Ukraine?Acrossallgenerations,concernsaboutinflationandhighlivingcosts

stillpersistduetohistoricallyhighratesfrom2022to2023.Whileinflationhaseasedthroughout

2024andconsumerconfidenceincreased,ongoingmacroeconomicshiftssuggestapotentialuncertaintyresurgence,keepingconsumerworriesstillheightenedaswemovethrough2025.?Thesubsequentpositionsofdeclaredthreatsdiffersignificantlybetweengenerations.Youngergenerationsvaluerisksrelatedtoclimatechangemuch

more

than

the

rest

ofthe

generations,who

are

more

afraid

ofmacroeconomicvolatilityandgeopoliticalconflicts.?Throughout2024,inflationsloweddown

andthe

Consumer

Price

Index

(CPI)acrossCEEcountrieswascomparablewithgradualdeclineintotheend

of

theyear.However,duetoheighteneduncertaintystemmingfromgeopoliticaltensionsandtradepolicychanges,CPIisprojectedtofluctuatein2025,withRomania,PolandandHungarycloselymatchedinCPIvaluessofarthisyear.Whichofthefollowingpotentialthreats/risksdoyoufeelcould

havethe

greatest

impact

onyourcountry

inthe

next

12

months?(Ranked

intopthree)InflationinCEE(CPI,monthly%)PwC

13PwC

14Overone-thirdof

consumers

plantoincreasespendingon

freshproducts,whilecutting

backonalcoholandsnacks,creatingpocketsof

valueamid

shiftingcategorydemandsConsumptiontrends–GroceryPredictionsaboutgroceryspendingoverthenextsixmonthsPreparedfoods29%25%41%27%21%Packagedfoods23%23%55%

24%20%Alcoholicbeverages30%30%48%24%17%Non-alcoholicbeverages22%23%44%29%22%Snacks37%35%41%26%20%Grains13%14%56%30%25%Freshfruitandvegetables9%6%

34%

60%

51%Freshseafood16%16%38%31%24%Fresh

red

meat19%13%51%34%27%Doyouexpectanychangeoverthenextsix

months

inthe

amountyou

eat

from

the

following

categories?11%

8%

46%

13%

10%

46%

13%10%44%

DecreaseIncreaseThesameDietarysupplementspoultry40%43%44%33%31%34%DairyFreshCEECEEAnalysis?

TheanticipatedsignificantriseinfoodexpenditureamongRomanianconsumerswillprimarilytargetfreshandhealthyproducts,particularlyfruit,vegetables,dairyandgrains.Thissignalsahealth-drivenshiftwith

spendinglevelsexpectedtosurpasstheCEEaverage.Therisinginterestindietarysupplementsalsohighlightsconsumers,broadercommitmenttohealth-orientedchoices.?

Romanianconsumersaresettoreducespendingonsnacks,

alcohol

andultra-processedfoods,atrendthatissimilarlyobservedacrossCEE.ThisshiftingdemandposesasignificantchallengeforFMCGmanufacturers.However,italsocreatespocketsof

value

incategories,suchastheadjustmentof

productportfoliowithevolvingconsumerpreferences,forinstancehealthiersnackswithincreasedproteinandreducedsugar,developnutrient-richpreparedmealsandencouragemoderationinalcoholicbeverageconsumption.PwC

15PwC

16FinancialconsiderationsshapepurchasingbehaviourinRomania,buttastealsoremainsvital,soretailersmustbalancecompetitivepricingwithhigh-quality

offeringsKeypurchasing

criteriaWhenyou'rechoosingwhichfooditemstobuy,whichfactorsare

most

importantto

you?Analysis?TheprimaryfactorthatguidesRomanianconsumerswhenchoosingfoodpreferencesisthefinancialaspect,secondisproducttaste.Environmentalconcernsaresignificantlylessinfluential.?Financialconsiderationslikepriceandpromotionsare

crucialfor

valueseekingconsumersfocusedoncost,oftenmakingpurchasingatdiscountretailersandlookingforvalue-driven

promotions.?Qualityfocusedconsumersvaluetaste,nutritionalvalueandbrands,oftenpayingapremiumfortrustedproductsmadewithintheir

country.?Healthandecoconscious

consumers

arefocused

on

healthbenefits,traceability,andsustainablepractices,ofteninvestinginsupplementsorpayingapremiumenvironmentallyfriendlyoptions.PwC

17PwC

18Romanianconsumers,liketheirCEEcounterparts,managefoodcostsbymaximising

the

use

ofexistingsupplies,leveragingpromotionsandswitchingtoprivatelabelsand/or

differentretailersCustomertrends–takingactiontoreducefoodcostsWhatactions,ifany,areyoutakingtoreduceor

offset

the

effects

offood

cost?Analysis?Romanianconsumersareproactiveinmanagingfoodcosts,with60%usingexistingsuppliesathomebeforemaking

purchases.?48%ofRomanianconsumersleveragecouponsandpromotions,indicatingastronginclinationtowardssavings,comparabletobehavioursinPoland.?TheshiftinconsumerpreferencesinCEEtowards

discount

and

store-brandedproductspresentsanopportunityforFMCGcompaniestobroadentheirrangeof

affordableoptions.Byimprovingthequalityof

theirprivatelabelproductsofferingproductsthatmatchthequalityofleadingbrandscompaniescangainalargershareof

themarketPwC

19PwC

20Around90%of

respondentsconsiderloyaltyprogrammescrucialintheirretailerchoice,promptingleaderstoreinventofferingstodeliverauniqueandpersonalisedcustomer

experienceLoyaltyprogrammeconsiderationsAnalysis?LoyaltyprogrammesholdsignificantswayforconsumersinRomaniaandCEE,with88%findingthematleastmoderately

importantwhenselectingagroceryretailer,emphasisingthe

valueplacedoncustomerretentionstrategies.?Cashbackoptions(57%)and

Discountsonfuturepurchases

(55%)areleadingmotivatorsforRomanianconsumers,highlightingtheimportanceof

financialincentivesindrivingconsumerchoicewithinloyaltyprograms.?LeadingretailersinCEEarereinventingloyaltyprogramsby

integratingthemwithpricingstrategiesandtailoringpromotionstoindividualpreferences,therebyenhancingengagementandprofitmargins.Tocapitaliseonthisopportunity,playersareincreasinglyturningtoAIforhighlevelsofpersonalisation,whichiscrucialforfosteringcustomerloyalty

inashiftingeconomic

environmentPwC

21PwC2Sustainability:

stillalongway

to

goPwC85%of

Romanianconsumersareconcernedaboutclimatechangethan

CEEaveragesand

almosthalf

are

willing

to

pay

apremiumforsustainablegoodsClimatechangeperceptionHowconsumersfeelaboutclimatechangeInCEEregion

79%

ofconsumersareworriedaboutclimatechangewithRomaniaandHungaryleadingat

85%79%85%85%

74%

71%

RomaniaHungaryPoland

UkraineClimatechangemakes

mefeelworriedonadaily

basisClimatechangesworriesme

but

Idon’tthinkabout

it

regularlyClimatechange

isn’tsomething

Iworryaboutareworried85%

about

climate

changetosomedegree

22%

13%63%23GenZconsumersinRomaniaareatleast

10%morewillingtopayapremiumforsustainable

goodsthanMillennials

andGen

XThinkingaboutclimatechange,whichof

thefollowingstatementsbestdescribeyou?Actionstakentoimprovethehealthof

thelandandtheenvironment,can

resultinhighercostsforfoodproducers.Whichof

thefollowingstatementsbestrepresentsyouropiniononyourwillingnesstosupporttheseactions?InRomania45%arewillingtopayapremiumforproductsthatprotecttheenvironment,morethantheCEEregionaverageof

35%45%Will

paymore10%Won’t

paymore55%NotsureWillingnesstopaymoreforecologically-producedproducts45%41%52%PwC

24MillenialGenXGenZPwC

25Toreducetheirimpactonclimate

change,half

ofconsumersinRomaniaandCEEarechangingtheirpurchasinghabitsandbeingmoreconsiderateinconsumptionPersonalactionstakentoreduce

impactonclimate

changethroughconsumptionHaveyoutakenanyof

thefollowingactionstoreduceyourimpactonclimate

change

with

the

food

thatyoubuyandeat?Analysis?ConsumersinRomaniaand

CEEprioritise

sustainabilitybybuyingonlyessentialitemsandreducingfoodwaste,with67%activelytakingstepstolessentheirenvironmentalimpact.Retailerscouldestablishdedicatedareasinstoresfornear-expirationproductstominimisewasteandenhanceappealtoeco-consciousconsumers,whileexploringpartnershipswithfoodrescueplatformstofurthermaximiseinventoryefficiency.?Romanianconsumersexhibitastrongpreference

forlocallyand

seasonallyproducedfoods,with46%prioritisingthesechoices.Retailerscanleveragethispreferencebyexpandingregionalofferingsandhighlightingseasonalproduceinmarketingcampaignsorstorelayoutstoenhancecustomerattraction.?VeryfewRomanianrespondents(2%)saytheydon,ttakeanypro-

environmentalactionsthroughconsumptiondecisions.PwC

26PwCPesticide-freeandlocallyproducedarethemostimportantsustainabilitymetricsfortheconsumersinRomaniaand

CEEProductsustainabilitymetricsthat

incentivisegreater

consumptionTheproducthas

a

low

carbonfootprintorbenefitsfromcarbonoffset

programs22%17%Theproduct

isfairtradecertified9%17%Themanufacturerhas

a

reputationfordiversityandinclusion

practices14%14%Theproductoriginatesfrom

landthathasnot

been

deforested12%15%CEETheproductisfreeof

pesticides

54%

52%Whenyoubuyfoodproducts,whichof

thefollowingsustainablepracticesaremostimportanttoyou?Theproductis

madelocally

inthe

country

46%

46%ThemanufacturersupportsfairwagesandgoodworkingconditionsforallemployeesThemanufacturerhas

a

reputation

forethical

practicesNoneoftheseareimportantto

me

whenbuyingfood

products2%

4%Theproduct

uses

minimalorenvironmentallyfriendlypackagingThemanufacturersupports

localenvironmentalinitiatives25%

23%36%

29%34%18%30%18%27Analysis?54%of

consumersprioritisepesticide-freeproducts,while46%

seeklocallyproduceditems,indicatingstrongpreferencesforhealth-relatedandlocalsourcingattributes.Manufacturersshouldhighlightpesticide-freeattributesandlocalsourcingintheirmarketingtobetterresonatewithconsumerchoices.?OnlyeverythirdconsumerinRomaniavaluesminimaloreco-friendlypackaging,indicatingthatwhileit'snotcurrentlyacriticalpurchasingfactor,manufacturerscangraduallyincorporatesustainablematerialsinresponsetoshiftingconsumerpreferences.?Romanianconsumersprioritiseworkingpracticesinpurchase

decisionsasmuchastheirCEEcounterparts–

25%ofconsumersvaluemanufacturerswithethicalpractices

and

18%emphasisefairwagesandgoodworkingconditions.Thiscreatesanopportunitytostrengthenbrandtrustbycommunicatingresponsiblebusiness

conductandcommitmenttoethicalpracticesPwC

28PwCConsumerspreferlocal

productsastheyareperceivedtobehealthierandsupportthelocaleconomy,with53%ofRomanianswillingtopayapremiumReasonsforbuying

locallyproducedfoods(ranked

1-3)Youhavenotedthatyoutypicallybuyfoodthatislocallyproduced.Whatarethemainreasonsforthatchoice?29Analysis?Themainmotivationsforconsumerspurchasinglocallyproducedfoodsareperceptionsof

healthbenefitsandhigherquality,with62%and45%ofRomanianrespondentsrespectivelycitingthesereasons.Retailersandmanufacturersshouldcapitaliseonthis

trendbyhighlightingthehealthandqualityattributesof

localproductsintheirmarketingefforts,fosteringanarrativethatresonateswithhealth-consciousconsumers.?Astrongdesiretosupportlocalman