Women generate almost 60% of the transactions in Romanian retail, and the 35-54 age segment dominates consumption through financial stability and orientation towards quality products, while families with children contribute almost 35% of sales, representing a strategic segment for retailers.
The study, based on anonymized data collected from more than 8.5 million Romanian consumers, reveals current consumer trends, Romanians' preferences and the factors influencing purchases.
All this data is all the more important as Romanians represent the most atypical segment of shoppers, allocating over 27% of their household budget to food and non-alcoholic beverages, the highest percentage in the European Union, according to Eurostat, where the average is just over 17%.
Economic pragmatism and a penchant for premium products
In an economy marked by inflation and budgetary adjustments, Romanians continue to prioritize essential products such as sunflower oil, sugar and milk, which dominate their shopping baskets. These affordable and necessary products reflect a heightened price sensitivity and the need to control daily spending.
However, premium products are increasingly gaining ground, especially in urban areas. Categories such as delivered bakery (9.45% of total sales) and sweet snacks (9.66%) are among consumers' favorites, indicating a trend towards convenience and self-indulgence.
Regional sales dynamics and local preferences
Bucharest dominates the national ranking with 10.49% of total sales, followed by Timișoara (7.23%) and Cluj-Napoca (4.58%), but the South region consolidates its position as national leader, contributing 24.16% of total sales, thanks to developed urban centers and traditional buying habits.
In rural areas, buying behavior is mainly oriented towards essential products such as oil, sugar and dairy, as consumers are more price-conscious and more attentive to basic necessities.
In contrast, in big cities, Romanians prefer premium and convenience products, including sweet snacks, mineral water and processed meats, indicating an adaptation to a dynamic and urbanized lifestyle. Pork and chicken remain a central category in Romanians' daily baskets, together accounting for 48% of the total consumption of this segment (27% pork and 21% chicken), according to Footprints AI data.
At the same time, dairy products, such as yogurt, sana and kefir, have seen a significant increase, due to the growing interest in healthy products. Sweet and savoury snacks together account for 17.5% of sales volume and remain extremely popular, with consumption peaking during the winter and Easter holidays.
In the same category of preferences, alcoholic beverages and tobacco together account for 6.5% of total household expenditure in Romania, according to Eurostat, significantly above the European average of 4.4%. Beer, however, continues to occupy a significant place, accounting for almost 8% of total sales, being associated with social events and increased consumption in the warm season, according to Footprints AI data.
Seasonality and the influence of holidays on consumption
Footprints AI research highlights the significant impact of seasonality and religious holidays on consumption behavior. During festive periods such as Easter and Christmas, sales of eggs and sugar see substantial increases, highlighting the importance of planning trade promotions.
In summer, consumption of carbonated drinks, soft desserts and ice cream increases significantly, reflecting the need for hydration and indulgence. Bulk sausages and barbecue products also reach peak sales, aligning with preferences for outdoor socializing. In the cold season, frozen and prepared meat becomes a popular choice, offering quick and consistent solutions for hot meals.
Consumption differences by gender and lifestyle
Women are responsible for over 60% of dairy and bakery purchases, managing essential purchases for families. In contrast, men are dominant in the categories of alcoholic beverages (beer, spirits) and salty snacks, confirming specific preferences.
The 35-54 age group is the most active, balancing essential and premium purchases. Younger couples invest in premium products such as spirits and sophisticated snacks.
Shopping habits by days of the month and time of day
Romanians synchronize their purchases with paydays, with most transactions taking place around the 5th and 20th of the month. The preferred time of day for shopping is between 11am and 1pm, when planned purchases predominate, and evenings are reserved for quick purchases after work.
Tomorrow's retail is built on data insights
"The analysis of consumer behavior in Romania reflects a complex dynamic in which consumers manage their budgets carefully, but don't give up small pleasures. Retailers and brands that understand these nuances and adjust their strategies accordingly will have a significant competitive advantage. Through the Footprints AI platform, we provide valuable insights that help companies optimize their inventory and marketing strategies, adapting in real time to market needs," says Dan Marc, CEO and co-founder of Footprints AI, noting that this balance between pragmatism and the desire for quality is becoming a major direction for 2025.
Retail Media Summit
All this data, along with other key insights on Romanians' consumer habits, will be debated at the Retail Media Summit 2025, the first event in Central and Eastern Europe dedicated to the Retail Media industry, organized on February 5, 2025, at the InterContinental Athénée Palace in Bucharest by Footprints AI.
The event marks an absolute first in Central and Eastern Europe by bringing together the most influential global and local retail media experts, alongside representatives from the region's leading brands, agencies and retailers, to discuss how retail media can help better connect with consumers.
It is also the first time that international leaders such as Andrew Lipsman, global retail media analyst, Andrew Lipsman, global retail media analyst, Roger Dunn, global leader at DIAGEO, ShiSh Shrindhar, Global Retail Lead at Microsoft, and Steve Dennis, strategic consultant, author of Remarkable Retail and one of the most influential global retail experts, will take the same stage alongside local leaders to discuss the future of a booming industry.
Retail Media Summit 2025 is envisioned as a platform for dialog and collaboration that addresses topics of the highest interest. Summit topics include transforming retail by integrating artificial intelligence and data into analytics and decision-making processes, both online and in the physical environment. Solutions for optimizing commercial strategies and personalizing customer interactions will be discussed, giving retailers and brands a competitive edge in an increasingly digitized environment. Participants will also discover success stories that highlight the impact of these strategies on commercial performance, providing actionable insights to increase competitiveness in the marketplace.
Globally, the retail media industry is estimated to reach a value of more than $100 billion by 2026, according to the Boston Consulting Group. In Romania and the region, this industry is still emerging, and Retail Media Summit 2025 aims to accelerate its adoption by providing attendees with valuable insights and opportunities to connect with industry leaders.
