Snacks in 2025: The big picture
The snacks market in Romania is expected to remain stagnant in volume terms in 2025. This is primarily due to ongoing economic challenges - most notably, persistent inflationary pressures. These are driving up manufacturing and logistics costs, which in turn are raising average unit prices. Although the inflation rate is easing compared to previous years, it continues to impact on disposable incomes.
Key trends in 2025
The performance of snacks in Romania continues to be affected by the VAT increase introduced on 1 January 2024 - from 9% to 19% - for food products containing at least 10g of sugar per 100g. Exceptions apply to baby milk formula, pancakes, and sweet biscuits (when labelled as such). The most significant impact has been on confectionery and ice cream, where the new VAT rate applies to nearly all products. While manufacturers and retailers partially absorbed the VAT increase in 2024, its full effect is being felt in 2025. This has contributed to noticeable unit price growth, particularly in chocolate confectionery, which is also grappling with sharp increases in cocoa prices driven by supply issues in key producing countries in Africa.
Competitive landscape
The competitive landscape for snacks in Romania is largely dominated by international players. Some, such as Mondelez, Mars, Ferrero, Roshen, and Nestlé, rely entirely on imports, while others - including Intersnack, PepsiCo, Unilever, and KEX Confectionery - operate their own local manufacturing facilities. Among the top 10 manufacturers, the only significant local player is Croco, which holds strong positions in both sweet biscuits and savoury snacks. Mondelez maintains a leading position in the market, driven by its dominance in sweet biscuits, second-place ranking in chocolate confectionery, and strong promotional efforts - particularly around its flagship brand, Milka.
Channel developments
Modern retail channels continue to dominate snack sales in Romania, driven by growing demand for private label products and the rapid expansion of large retail chains - now increasingly present even in rural areas. Discounters, particularly Lidl and Penny, have gained market share thanks to continued store openings across the country and their strong emphasis on private label offerings, which appeal to price-sensitive consumers. Convenience stores are also on the rise, with dedicated chains such as Profi Loco and Metro’s La Doi Pa?i meeting growing demand for proximity shopping. By offering quick access to everyday necessities, the format is helping consumers to avoid unnecessary purchases.
What next for snacks?
The forecast period is expected to bring positive growth for snacks in both volume and value terms (at constant 2025 prices). Volume growth will likely be supported by an anticipated easing of inflationary pressures , although ongoing economic uncertainties will continue to influence consumer purchasing behaviour, with spending remaining focused on essential, day-to-day needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Romania?
- Which are the leading brands in Snacks in Romania?
- How are products distributed in Snacks in Romania?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Romania?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Romania
Snacks in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Romania
KEY DATA FINDINGS
Countlines demonstrates resilience amid challenging economic conditions
Chocolate confectionery is dominated by international players
Rise of modern retail supports growing presence of premium offerings
Expected return to normal consumption patterns
Dark chocolate with high cocoa content will gain traction
International players will continue to dominate sales
Gum in Romania
KEY DATA FINDINGS
Gum sales continue to grow, driven by recovery of social activity and affordability
Mars’s stronghold on sales discourages competitors
Modern retail leads gum distribution, but local grocers remain vital in rural areas
Chewing gum will drive growth
Scope for further innovation in gum, as health and wellness trends gain traction
Mars will remain unchallenged
Sugar Confectionery in Romania
KEY DATA FINDINGS
Stagnant performance, but mints and medicated confectionery show resilience
De Silva leads sugar confectionery, while Eti sees fastest growth
Sugar confectionery expected to return to volume growth as affordability boosts demand
Lack of sophistication supports private label dominance
Premium and economy brands will pursue distinct strategies
Ice Cream in Romania
KEY DATA FINDINGS
Ice cream continues to grow, driven by impulse purchases and reduced seasonality
Unilever holds a firm led, while Valsoia leads plant-based growth
Modern retail leads distribution, with discounters and convenience stores driving growth
Ice cream poised for continued growth
Growing number of cross-brand partnerships, while market will remain concentrated at company level
Plant-based offerings will strengthen their appeal
Savoury Snacks in Romania
KEY DATA FINDINGS
Continued volume growth despite economic pressures
Intersnack and PepsiCo strengthen leadership through investment in local production and innovation
Modern retail leads distribution and drives private label growth
Lifestyle shifts will fuel growth, with salty snacks leading the way
Focus on novelty and variety, along with the growing health trend, will be key growth drivers
Small local grocers will continue to play key role for price sensitive consumers
Sweet Biscuits, Snack Bars and Fruit Snacks in Romania
KEY DATA FINDINGS
Healthy snacking trends support demand for protein/energy bars
Mondelez leads as premiumisation grows in sweet biscuits with functional snack bar players gaining ground
Modern retailing dominates, but traditional and e-commerce channels show resilience
Positive volume growth expected as consumption opportunities expand
Health and wellness trends to drive innovation and support future growth
Private label set to retain competitive edge amid ongoing retail channel expansion
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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