Retail value sales of coffee in Romania grew substantially in 2025, with performance shaped by the interplay between persistent cost-of-living pressures and structurally rising engagement with coffee as a daily habit and lifestyle marker. On the one hand, consumers faced higher energy and food prices, as well as elevated coffee unit prices, which constrained impulse purchasing and encouraged greater price sensitivity and attention to promotions. On the other hand, the behavioural shifts that beg

Bottled water continued to perform positively in 2025 as Romanian consumers increasingly prioritised perceived safety, purity and naturalness in their hydration choices. Persistent concerns regarding the potability of tap water remained among the strongest drivers of category demand, particularly in rural regions and older urban neighbourhoods where water quality perceptions are weakest. This coincided with a broader shift towards healthier, less processed soft drinks, prompting many consumers t

Soft drinks in Romania experienced a mixed performance in 2025 as inflationary pressure, VAT increases and broader austerity measures continued to impact household budgets. Despite this challenging economic backdrop, off-trade volume sales edged upwards overall, supported by comparatively resilient categories such as bottled water, juice and sports drinks. Carbonates, by contrast, declined as consumers increasingly reduced discretionary purchases and prioritised beverages perceived as natural, f

Concentrates recorded a modest improvement in retail volume terms in 2025, as the broader economic climate continued to push many Romanian households towards more affordable beverage formats. Ongoing increases in living costs – including higher energy expenses, rising VAT and excise duties, and the indirect effect of the deposit-return system on overall grocery budgets – made consumers increasingly price sensitive. As a result, concentrates regained some relevance as an economical option, partic

The carbonates category continued to contract in 2025 as the combined effect of inflationary pressure, sugar taxation, VAT increases and the financial implications of the Deposit-Return System (DRS) drove consumers towards more affordable or healthier soft drinks alternatives. Heightened price sensitivity intensified across all demographic groups, particularly following the compounding effect of the sugar tax introduced in 2024 and the subsequent VAT adjustments on sugary beverages. These shifts

RTD tea recorded a positive year in 2025 as more Romanians migrated away from carbonates towards beverages perceived as healthier, more natural and less calorie-dense. RTD tea particularly benefitted from growing awareness of sugar-related health risks and the rising popularity of beverages with cleaner labels and more transparent ingredient profiles. Still variants held strong appeal due to their reduced sweetness compared with many carbonated drinks, enabling RTD tea to position itself as a ba

The performance of hot drinks in Romania in 2025 was shaped first and foremost by the cost-of-living crisis, which intensified following the full liberalisation of household energy prices from 1 July and the increase in VAT on foodservice from 9% to 11% from 1 August. These two measures added pressure to already stretched household budgets, prompting consumers to reassess everyday spending, including on coffee and tea consumed both at home and in consumer foodservice. Within this challenging mac

Retail value sales of tea in Romania increased notably in 2025, but this value growth masks a continuation of volume decline as the high cost of living and post-pandemic lifestyle normalisation weighed on everyday tea consumption. On the one hand, rising energy, food and general living costs left many households more cautious about discretionary purchases and more inclined to prioritise beverages that deliver stronger perceived emotional or social returns, such as coffee. On the other hand, the

Retail value sales of other hot drinks in Romania rose notably in 2025, although this value improvement largely reflected higher average unit prices rather than strong underlying demand. Consumer behaviour continued to be shaped by elevated living costs, and the category’s small, peripheral role within hot drinks made it particularly sensitive to pressure on household budgets. Chocolate-based flavoured powder drinks, long positioned as nutritious options for children, saw a softening in volumes

RTD coffee experienced robust development in 2025, driven by Romania’s rapidly evolving coffee culture and by the continued premiumisation of the broader soft drinks landscape. Consumers increasingly associate coffee with craftsmanship, flavour sophistication and personal routine enhancement, lifting expectations for quality whether coffee is consumed at home, in cafés or on the go. This elevated appreciation strengthened spillover demand for RTD coffee, which is perceived as a convenient extens

The juice category continued to expand in 2025 as Romanian consumers increasingly prioritised products perceived as healthier and more natural, particularly in comparison with carbonates, which became less attractive due to taxation, reformulation concerns, and weakening household budgets. Juice benefited from a shift in consumption prompted by broader wellness aspirations, with many consumers turning to nectars and 100% juice as more balanced, premium alternatives that deliver flavour and perce

Energy drinks in Romania experienced another challenging year in 2025, as the market continued to absorb the cumulative effects of major regulatory and economic disruptions. The sales ban for under-18s – implemented in 2024 and extended to vending machines, schools, hospitals and other public institutions – had a deep and lasting impact, removing a significant portion of the historical consumer base. Alongside this, the category faced intensifying public scrutiny, with the National Institute of

Sports drinks continued to gain traction in 2025 as Romanian consumers increasingly integrated physical activity into their daily lives. The post-pandemic shift towards wellbeing, combined with a stronger cultural emphasis on fitness and outdoor recreation, sustained interest in hydration products designed to support performance. Gym memberships expanded, participation in organised sports increased and activities such as football, running, hiking and tennis became more embedded in routines acros

Retail value sales of baked goods rose steadily in 2025, supported by rising prices and increased demand for premium lines, including frozen baked goods and healthier breads. Consumers rely on artisanal producers, although modern retailers are flexing their muscle with the expansion of in-store bakeries and private label development.

Breakfast cereals maintained solid value growth in 2025, although volume growth was minimal. Overall, consumption continued to be affected by the high cost of living in 2025, with breakfast cereals ranked low in terms of priority.

Processed fruit and vegetables witnessed robust growth in 2025, with frozen variants outperforming shelf-stable options. Rising prices shaped demand patterns, whist the expansion of modern retailers into rural and small communities improved accessibility to products.

Price inflation and premiumisation resulted in higher unit prices over 2025. Whilst price sensitivity is evident, some consumers are trading up to premium lines of pasta in pursuit of quality and health benefits. Modern retailers are capitalising on price sensitivity with regular promotions and private label lines.

Consumers in Romania continued to struggle with high costs of living in 2025, resulting in slightly weaker volume sales of staple foods. In contrast, value growth remained steady fuelled by price increases as input costs continued to rise. Modern retailers attracted shoppers with more affordable products, promotions and private label, in response to lower purchasing power.

Processed meat and seafood has a long tradition of consumption in Romania whilst alternatives to meat is a relatively new product that is witnessing strong growth. Consumer interest in healthy processed meat and seafood became more visible in 2025, alongside the rising attractiveness of alternatives to meat.

Value sales of sauces, dips and condiments in Romania increased in 2025, although volume sales declined slightly as the high cost of living and shifting cooking habits continued to weigh on household consumption. Inflation and rising food prices led many consumers to purchase smaller quantities, yet interest in sauces and condiments remained stable as these products are seen as simple and affordable ways to enhance home-cooked meals. The trend toward more diverse and sophisticated tastes, which

Value sales of edible oils in Romania continued to increase in 2025, although growth was modest compared with previous years. The performance of the category was strongly influenced by the government’s continued price intervention policy, which limited retail mark-ups on essential products, including packaged sunflower oil. This regulation, extended several times since its introduction, helped stabilise prices and protect consumers from inflation. Sunflower oil, by far the dominant type of edibl

Value sales of sweet spreads in Romania continued to grow in 2025, driven primarily by rising demand for honey and, to a lesser extent, nut- and seed-based spreads. However, category growth was tempered by the persistence of home production and informal sales, particularly for jams and preserves. Many Romanian households continue to prepare their own spreads from seasonal fruits, sustaining a long-standing tradition that competes directly with packaged brands. Inflation and higher shelf prices f

Value sales of cooking ingredients and meals in Romania continued to grow in 2025, although the market remained shaped by the high cost of living and rising inflation, which continued to pressure household budgets. The full liberalisation of energy prices contributed to a sharp increase in inflation, which influenced both production and retail prices across the category. Despite these pressures, cooking ingredients and meals remained a basic and indispensable part of Romanian consumers’ daily di

Value sales of meals and soups in Romania continued to rise in 2025, supported by the growing need for convenient, quick meal options that fit into increasingly busy urban lifestyles. Longer working hours and fast-paced daily routines, especially in large cities, encouraged consumers to look for easy, ready-to-eat alternatives to home-cooked dishes or restaurant dining. Ready meals and soups became an integral part of many consumers’ weekly food choices, offering both affordability and convenien