Packaging in 2024: The big picture
In 2024, Romania’s packaging industry faced notable changes, driven by solidified priorities in sustainability, shifting consumer expectations and economic pressures. Companies across various industries increasingly sought to make packaging more environmentally friendly, focusing on recyclable, lightweight and mono-material solutions. This trend was largely influenced by stricter regulatory standards and the growing interest of consumers in eco-orientated products.
2024 key trends
Among the key packaging trends in 2024, flexible formats and refill solutions stood out. Flexible packaging, including pouches, stand-up bags and other lightweight formats, remains highly relevant thanks to its convenience and reduced material usage. It is growing rapidly in food, beverages and baby care, offering cost-efficiency for manufacturers and mobility and practicality for consumers.
Packaging sizes in the food industry are shifting in response to demand for convenience and portion control
In 2024, packaging solutions in the food industry have undergone changes reflecting new consumer expectations. The growing demand for convenience, portion control and the ability to try products without unnecessary costs has driven the development of smaller, single-serve and trial formats, especially among urban and health-conscious shoppers. Brands such as Napolact and Zuzu are adapting to these trends by expanding their portfolios with convenient PET bottles, flexible pouches and portion-controlled cups to meet the needs of urban consumers. At the same time, large family packs remain relevant for cost-orientated consumers. Against this backdrop, flexible formats such as pouches and stand-up bags are gaining popularity thanks to their lightness, ease of storage and eco-friendliness. These changes are driven by lifestyle dynamics, rising costs and increased environmental awareness, making packaging innovation a strategic priority for manufacturers and retailers striving to combine convenience, affordability and sustainability.
Romania’s non-alcoholic drinks packaging accelerates towards circularity, boosted by DRS success
In 2024, Romania demonstrated remarkable progress towards a circular economy in beverage packaging by implementing a Deposit Return Scheme (DRS) and investing heavily in PET recycling technologies. In its first year, the DRS achieved an 84% collection rate, significantly exceeding the EU target of 77% for PET bottles by 2025. Supporting this achievement, Coca-Cola HBC Romania invested in an in-house rPET facility in Ploie?ti, enabling a full transition of its soft drinks portfolio to bottles made entirely from recycled PET. This success positioned the country among Europe’s leaders in packaging recovery and recycling, with more than three billion containers collected and 200,000 tonnes of packaging material processed within 12 months. These results highlight the effectiveness of national initiatives and the readiness of businesses to adapt quickly to new environmental requirements.
Lightweighting and material innovation redefine alcoholic beverage packaging in Romania
Amid rising fuel prices and persistent inflation, alcoholic beverage packaging producers in Romania are increasingly adopting lightweight packaging as a strategic solution to optimise logistics and reduce costs. Traditionally, glass bottles have been associated with premium positioning, but their weight and transport inefficiencies have come under scrutiny. Modern glass manufacturing technologies now enable the production of lighter bottles without compromising strength or aesthetics, allowing brands to maintain a premium image while improving supply chain efficiency. Romanian brands like Ursus, Alexandrion and Cramele Reca? are adopting lightweight glass, cans and bag-in-box formats to cut costs, lower emissions and meet EU goals.
Refillable packaging reshapes sustainability strategies in Romania’s beauty and personal care market
Refillable packaging is an emerging sustainability trend in Romania’s beauty and personal care industry. The brands are actively moving away from single-use formats and introducing refillable jars, bottles and modular cartridges across skin care, hair care and hygiene categories. Refillable packaging turns it into a durable solution that benefits the environment and offers economic savings. Brands such as Farmec and Avon are introducing refillable jars, cartridges and refill packs, cutting plastic use by up to 80% and driving the shift towards sustainability in Romania’s beauty industry. By enabling consumers to reuse primary containers and purchase lightweight refills, brands significantly cut material consumption and carbon emissions. At the same time, refill systems enhance convenience and affordability for consumers, while reinforcing brand loyalty through premium, durable packaging designs. This trend signals a broader shift in the industry towards designing longevity and sustainability, with packaging becoming an integral part of the product experience rather than a disposable element.
HDPE bottles maintain their dominance in Romanian home care packaging thanks to their durability and eco-innovation
In Romania, HDPE bottles continue to dominate the home care packaging industry, seeing steady growth, driven by their durability, versatility and alignment with sustainability objectives. Their ability to withstand concentrated and chemically aggressive formulations makes them the preferred choice for categories such as automatic dishwashing liquids, bleach, bathroom cleaners and liquid fabric softeners. Leading brands, including Fairy, Domestos and Cif, remain heavily invested in HDPE formats, while other players are increasingly adopting similar solutions to meet consumer expectations. This trend is further reinforced by strong consumer trust in established packaging formats and industry initiatives focused on lightweighting and incorporating recycled content. These efforts not only enhance the environmental profile of HDPE bottles, but also position them as a solution that balances performance, cost-efficiency and sustainability in an evolving market landscape.
Convenience-driven packaging shapes pet food trends
In 2024, convenience was a defining factor in pet food packaging, with consumers increasingly gravitating towards smaller, easy-to-manage formats. This shift is particularly evident in cat food in Romania, where pack sizes between 100g and 400g dominate sales. Urban pet owners, often living in compact spaces and caring for one pet, prioritise packaging that offers freshness, portion control and variety without creating storage challenges. In Romania, brands like Sheba, Felix and Whiskas stand out by providing these sizes, combining ease of use with budget-friendly solutions for pet owners. Smaller packs allow frequent purchases, reduce waste and enable experimentation with different flavours and brands, aligning with modern consumer habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 a comprehensive range of packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Romania?
- Which are the major pack types and how are they performing in Romania?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Romania?
- Where is future growth expected to be most significant?
Packaging Industry in Romania
Packaging in 2024: The big picture
2024 key trends
Packaging sizes in the food industry are shifting in response to demand for convenience and portion control
Romania’s non-alcoholic drinks packaging accelerates towards circularity, boosted by DRS success
Lightweighting and material innovation redefine alcoholic beverage packaging in Romania
Refillable packaging reshapes sustainability strategies in Romania’s beauty and personal care market
HDPE bottles maintain their dominance in Romanian home care packaging thanks to their durability and eco-innovation
Convenience-driven packaging shapes pet food trends
Romania is undergoing a comprehensive packaging transformation driven by new regulations, with industry adaptation and consumer impact at the forefront
Extended Producer Responsibility acts as a catalyst for innovation and accelerates the transition to a circular economy
Romania’s new transparency rules on shrinkflation increase consumer protection and reshape packaging strategies
The Deposit Return System rapidly transforms recycling habits and drives progress towards EU circular economy goals
Comprehensive educational campaigns drive Romania’s shift towards a culture of sustainable waste management and circular economy practices
Romania’s recent waste policies show progress towards a circular economy and better resource management
DISCLAIMER
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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