While only a few years ago cooling capacity was almost the sole consideration, consumers are now interested in energy efficiency, air filtration and heating functions, as well as remote control via mobile devices, according to data from Daikin Romania, the local subsidiary of the air-conditioning manufacturer. Air conditioning is no longer purchased merely to cope with summer heat, but as a means of improving year-round comfort. Over 42% of Romanians indicate a need for solutions that help manage the effects of climate change while also providing integrated heating and dehumidification within the same unit.

In Romania, air conditioning is still associated primarily with cooling, but we are seeing a clear change in the way consumers select this equipment. An increasing number of customers are looking for solutions that can also provide heating, consume less energy, operate quietly and be controlled remotely, says Daniel Vasile, Managing Director of Daikin Romania.

The growing interest comes in the context of a market that remains relatively underdeveloped. Only 44% of Romanian households owned at least one air-conditioning unit in 2025, according to Euromonitor International, up from 28% in 2020. The local market is forecast to record a compound annual growth rate of approximately 6.5% between 2026 and 2032, according to Vyansa Intelligence. Romania is not an isolated case: Europe is the world's fastest-warming continent, yet only around 20% of European households have air-conditioning systems, compared with 76% in North America and 47% in Asia-Pacific.

The decision-making process remains one in which most consumers feel they need information and recommendations. Almost 73% of homeowners and prospective buyers seek advice before making a purchase, while 74% believe the differences between brands are significant. When researching, 54% use search engines, 46% consult family or friends, and around 44% seek advice from installers or sales consultants. Depending on configuration, split systems can achieve energy-efficiency ratings of up to A+++ and may be up to five times more efficient than gas boilers, with some units operating at outdoor temperatures as low as –20°C.