Consumer electronics in 2025: The big picture
After three consecutive years of declining volume sales, consumer electronics in Romania posted a modest rebound in 2025. Growth was supported by renewed demand in categories such as wearable electronics, wireless headphones, and wireless speakers. Value growth outpaced volume, driven by moderate inflation, ongoing premiumisation, and heightened interest in cuttingedge technologies.
2025 key trends
In an environment shaped by austerity and uncertainty, Romanians increasingly adopted a cautious approach to purchasing. Value-hunting became a defining behaviour, with many consumers delaying purchases until significant promotional events. Black Friday campaigns remain an institution in Romania, generating large sales spikes each November. Their success has prompted leading retailers to replicate similar events throughout the year. For example, in 2025 Altex introduced additional “Winter Black Friday” (February) and “Spring Black Friday” (May) promotions. Online platforms such as CodRed.ro gained popularity by providing real-time, verified discount codes and vouchers, further enhancing the online shopping experience.
Competitive landscape
Samsung Electronics Romania SRL retained its position as the leading company in Romanian consumer electronics in 2025, maintaining strong presence across multiple product categories, including smartphones, laptops, tablets, monitors, TVs, imaging devices, wearable electronics, and TWS earbuds. The brand’s dominance is supported by its reputation for innovation, premium positioning, and strong retail visibility.
Channel developments
Appliances and electronics specialists remained the leading distribution channel for consumer electronics in 2025, increasing their share during the year. Altex and Flanco continued to dominate thanks to extensive store networks, broad product assortments, and competitive pricing. In 2024 and 2025, both focused on optimising store efficiency and enhancing the shopping experience, including installing solar panels for cost savings and sustainability benefits. Flanco’s rebranding – positioning itself as Romania’s first “Smart Discounter” – continued through 2025, reinforcing its image of delivering affordable innovation.
What next for consumer electronics?
Volume sales are expected to rise modestly over the forecast period, although growth will be constrained by Romania’s ongoing economic challenges. Austerity measures are likely to dampen consumption in the short to medium term, but retailers will work to offset this through aggressive promotional activity, bundled offers, and flexible payment options such as Buy Now, Pay Later.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Romania?
- Which are the leading brands in Romania?
- How are products distributed in Romania?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Romania
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Romania
KEY DATA FINDINGS
Gaming laptops continue to grow within a declining market
Lenovo extends its leadership while emerging players gain ground
Specialist retailers dominate, while e-commerce drives channel growth
Gaming laptops to sustain growth in a challenging market
AI-capable devices to drive product innovation
Convenience and sustainability to influence purchasing decisions
In-Car Entertainment in Romania
KEY DATA FINDINGS
Category decline persists despite strong car ownership base
Strong international brands face competition from agile local players
Specialist retailers maintain dominance while online gains momentum
Limited growth potential in a shrinking market
Premiumisation and quality to drive consumer choice
Scope for targeted innovation
Home Audio and Cinema in Romania
KEY DATA FINDINGS
Negative performance for home audio and cinema
Romanians gravitate towards trusted brands
Specialist retailers remain dominant while e-commerce gains ground
Pessimistic outlook for home audio and cinema
AI integration to support premiumisation
Innovation and sustainability to shape the market
Home Video in Romania
KEY DATA FINDINGS
Economic uncertainty weighs on TV purchases
LG and Samsung remain the most popular home video brands
Altex leads distribution, with private label gaining ground
Positive outlook for home video in Romania
Rising technology awareness among consumers
AI integration set to become mainstream
Wireless Headphones in Romania
KEY DATA FINDINGS
Strong consumer demand supports category growth
Sony maintains leadership as Apple and Google gain ground
Online sales gain more ground
Positive outlook supported by evolving lifestyles
Technological innovation to influence purchasing decisions
Sustainability and design differentiation to gain greater relevance
Imaging Devices in Romania
KEY DATA FINDINGS
Sharp decline continues for imaging devices
Nikon and Canon retain dominance, GoPro stands out in growth
Specialist retailers dominate, e-commerce gains ground
Smartphones will continue to erode demand
Niche targeting and AI-driven innovation to shape future growth
Compact, ergonomic, and eco-friendly products to gain appeal
Mobile Phones in Romania
KEY DATA FINDINGS
Timid growth amid economic uncertainty
Benefiting from a strong brand image, Samsung maintains its dominance
Internet retailing continues to expand
Positive performance expected
Innovation will drive sales
More smartphones equipped with AI features
Portable Players in Romania
KEY DATA FINDINGS
Polarised category performance supports overall growth
JBL retains the top spot while emerging players gain ground
Specialist retailers dominate, while online gains further ground
Wireless speakers set to remain the main growth driver
Technology advancements to shape category evolution
Innovation to drive differentiation and appeal
Wearable Electronics in Romania
KEY DATA FINDINGS
Romanians lead more active lifestyles
Garmin strengthens its position
Electronics specialists lead sales
Wearable electronics to remain appealing
AI integration in the spotlight
Towards richer product features
The following categories and subcategories are included:
Consumer Electronics
-
-
- Desktops
-
- Laptops
- Tablets
-
- Monitors
- Printers
-
-
- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
-
-
- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
-
-
- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
-
- BD Players
- DVD Players
- Video Recorders
-
-
-
-
-
- Mass Wireless Headbands
- Premium Wireless Headbands
-
- Mass Wireless Earphones
- Premium Wireless Earphones
-
- Mass TWS Earbuds
- Premium TWS Earbuds
-
-
- Digital Cameras
- Digital Camcorders
-
- Feature Phones
- Smartphones
-
- E-Readers
-
- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
-
-
- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
-
-
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Consumer Electronics research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!