Romania's business environment has shown improvement from 2019 to 2024, characterised by streamlined processes, reduced tax burdens and increased banking efficiency. However, political uncertainties in 2024 have led to a decline in the overall economic freedom ranking and business confidence. Despite these challenges, the labour market and digital infrastructure have displayed positive trends, with increased employment and internet access

In 2024, the alcoholic drinks packaging market in Romania recorded 2% retail unit volume growth. Glass bottles maintained their position as the leading packaging format, accounting for just over half of overall retail unit volumes. The ongoing development of alternative formats, such as bag in box or metal beverage cans, has not really shaken the status of glass as the preferred choice for premium and traditional brands, owing to its visual appeal, perceived quality and consumer recognition. The

The Romanian beauty and personal care packaging market recorded 2% growth in 2024. HDPE bottles continued to be the most widely used pack type, driven by a combination of low production costs, high durability and resistance to moisture and chemicals. They are especially in demand for creams, gels and serums, for which airtight sealing and protection of active ingredients are critical. An additional advantage is their recyclability, which makes the material attractive with the growing attention b

Retail value sales of airlines recorded a double-digit increase in Romania in 2025. This was driven by a higher number of passengers and rising ticket prices. As a result, low-cost carriers continued to dominate the market, expanding their operations to cover a wide range of destinations across Europe, North Africa, the Middle East, and even North America. Many of these destinations are not served by direct flights from full-service carriers, making low-cost airlines a more affordable and time-e

Value sales for travel in Romania was positive in 2025, largely driven by price increases for both domestic and outbound trips. These price hikes were the result of persistently high inflation and elevated costs in energy, food, and transportation, all of which continued to impact the cost of living. At the same time, according to the National Institute of Statistics, the average net wage rose by 9.8% in March 2025 compared to March 2024. Flexible working arrangements also remained in place, par

Retail value sales of lodging (destination) increased in Romania in 2025. This growth was driven by a combination of factors, primarily the expansion in the number of lodging outlets and a rise in the average daily room rate. The increase in room rate was largely due to higher costs for utilities, ancillary services, and labour, which pushed overall value sales growth ahead of the growth rate in outlet numbers.

Retail value sales of bookings recorded strong double-digit growth in Romania in 2025. This growth was primarily driven by early booking trends, which gained momentum starting in November 2024 during the autumn edition of the Romanian Tourism Fair, and continued into February 2025 with the spring edition of the fair, held in Bucharest. These events featured special offers from major travel agencies, with discounts reaching up to 75%, significantly boosting early reservations.

Inbound arrivals rose in Romania in 2025, largely due to Romania’s status as a relatively low-cost tourist destination compared to other European countries, especially those experiencing overtourism. Prices for transport, accommodation, food, services and security remained relatively stable, making Romania increasingly attractive to visitors.

In 2024, Romania’s home care packaging market recorded a marginal unit volume increase, largely supported by the growth in dishwashing and air care. Dishwashing and laundry care remain essential, high-frequency purchase categories, ensuring a stable demand base, even amidst inflationary pressures. Within these two main categories, demand for liquid formats in dishwashing and concentrated liquid detergents in laundry care have been supporting greater packaging usage, particularly in bottles and r

NRT smoking cessation aids in Romania is set to record positive growth in current value terms in 2025, largely driven by rising prices. The category, however, continues to face considerable challenges, particularly due to persistent inflation, which is curbing household spending on non-essential products. Nevertheless, awareness of smoking-related health risks increasing. Cigarette consumption is being discouraged by multiple factors, including public health campaigns, higher excise taxes on tob

The eye care market in Romania is expected to maintain strong performance in current value terms in 2025. This growth is partly driven by higher average unit prices, but the market’s resilience is also supported by several underlying factors. Increasing screen time across all age groups - whether for work, leisure, or gaming - has contributed to a rise in eye health issues, fuelling demand for eye care solutions.

Consumer health in Romania is expected to see positive growth in current value terms in 2025, driven by both inflation and ongoing premiumisation. The overall health landscape also provides a favourable context for expansion, as high obesity rates, poor dietary habits, and lifestyle-related diseases such as diabetes and cardiovascular conditions affect a significant proportion of the population.

With Romanians adopting increasingly active lifestyles, sports nutrition is expected to grow particularly strongly in current value terms in 2025. More consumers are taking up gym memberships and engaging in regular fitness routines, while corporate wellness initiatives, such as employer-provided gym benefits, have further encouraged physical activity. Ongoing product diversification in terms of new formats and flavours has also positively influenced the category, with electrolyte-based tablets

Despite a challenging economic environment marked by austerity measures and rising prices, the market for digestive remedies in Romania is expected to maintain a positive trend in current value terms in 2025. Unhealthy eating habits remain widespread, driven by increased fast-food consumption and a traditional diet rich in meat and fatty foods. This contributes to the high incidence of digestive issues, such as indigestion, heartburn, and acid reflux, in the population.

Cough, cold and allergy (hay fever) remedies in Romania will see continued growth in current value terms in 2025. This performance is being driven by a higher incidence of viral infections and respiratory issues stemming from urban pollution, prompting Romanians to seek faster treatments for their symptoms. Following the COVID-19 crisis, the lifting of social distancing measures initially triggered a sharp increase in demand, as consumers became more exposed to circulating viruses. Since then, t

Herbal/traditional products in Romania is set to maintain robust growth in current value terms in 2025, driven by consumers’ growing preference for natural, plant-based remedies. These are widely perceived as gentler on the body, less likely to cause side effects, and less addictive than chemical-based alternatives. Cultural factors also play a role, with Romanians’ longstanding trust in herbal medicine - deeply rooted in folk traditions - providing a strong foundation for continued expansion.

Wound care in Romania is set to maintain positive growth in current value terms in 2025, supported by lifestyle changes following the pandemic. Consumers are spending more time outdoors, traveling, and engaging in sports and recreational activities such as hiking - all of which are contributing to higher demand. Employment patterns also play a key role in driving sales, with many Romanians working in sectors such as construction and agriculture, where the risk of injury is relatively high. Moreo

In 2025, Romania’s analgesics market is expected to show positive growth in current value terms despite ongoing economic pressures. This is being driven by the increasing trend towards self-medication and the rising prevalence of chronic pain conditions, including injuries, arthritis, migraines, and menstrual discomfort. Premiumisation has also supported value growth, as consumers are willing to pay more for perceived higher-quality products.

Romania’s dermatologicals market is expected to experience positive growth in current value terms in 2025. Despite economic pressures, consumers remain focused on skin health and favour quality products. However, the market has exhibited ongoing polarisation: while some income-constrained consumers have shown increased price sensitivity, others are opting for well-established premium brands with innovative formulas.

Retail sale of sleep aids will continue to rise in current value terms in 2025, following a surge during the early years of the pandemic when consumers were exposed to unprecedented levels of stress. Ongoing economic and political uncertainty continues to fuel a steady demand for these products, despite many consumers turning to prescription sleep aids

Weight management and wellbeing in Romania is set to expand further in current value terms in 2025. Obesity rates remain high, with contributing factors including high consumption of low-quality, calorie-dense foods and predominantly sedentary lifestyles. As a result, conditions such as heart disease, diabetes, strokes, and fatty liver have become more prevalent. Romanian culinary tradition – characterised by large, calorie-laden, carbohydrate- and fat-rich meals - further exacerbates these heal

The market for dietary supplements in Romania is set to deliver a solid performance in current value terms in 2025. Benefiting from a ubiquitous presence and aggressive marketing, these products are widely consumed across the country. Among the most popular dietary supplements are probiotics, hepatoprotectors, and those supporting immunity and digestive health. Magnesium - often combined with B-complex vitamins - also remains in strong demand, as consumers look for solutions to manage stress and

The paediatric consumer health market in Romania is experiencing notable growth in current value terms in 2025, driven by increasing parental awareness of child health and wellbeing. As parents become more informed about their children’s needs, manufacturers are expanding portfolios to include specialised paediatric medicines and supplements. Leading companies already offer a wide range of child-focused products, with multivitamins for immunity and probiotics gaining particular traction in 2025.

Vitamins will maintain a strong performance in Romania in current value terms in 2025, despite ongoing economic challenges. Successive years of high inflation, coupled with recent austerity measures, continue to put pressure on household budgets. Rising raw material costs and VAT increases have also contributed to higher unit prices. Nevertheless, vitamin consumption remains widespread across all age groups, with many consumers using vitamins for preventive health - often without medical guidanc