Due to continued inflationary pressure and increased uncertainty caused by the political and economic context in Romania, local households have taken measures to streamline their spending on consumer goods, says the report.

YouGov Shopper Intelligence data shows a growing appetite for promotions and a decrease in the frequency of retail visits, correlated with an increase in the shopping cart.

“The key driver behind this increased shopping cart value is the shift towards purchasing larger volumes of goods in one go. Consumers are prioritizing stock-up trips to the store, filling their pantries and increasing their overall basket size. This trend is significant for the entire retail landscape, as these larger purchases directly contribute to higher sales figures,” says the report.

Promotional activity surged across key retail channels, particularly in hypermarkets, discount stores, e-commerce, and traditional outlets. Interestingly, 2024 marked a turning point with a notable decrease in the market penetration of private label brands within the Romanian FMCG sector. 

The share of private label goods in household FMCG purchases (excluding fresh produce) dropped to 24.3%, down from 25% in the previous year. 

This signals a potential shift in consumer preferences or retailer strategies, conclude the YouGov Shopper Intelligence experts.