Romania’s tissue and hygiene landscape in 2025 demonstrates strong resilience, with a retail value growth of 10% year-on-year—outpacing regional performance despite a challenging climate marked by inflation, austerity, and a declining population. The environment is increasingly competitive and attractive for agile players, as rising price sensitivity fuels the rapid expansion of private label and larger pack sizes, while premiumisation emerges at the opposite end with a growing cohort of consume

Menstrual care continued its moderate upward trajectory in Romania, with retail volume reaching 1.0 billion units in 2025, marking a 3% increase over 2024. This rate is slower than the growth seen in earlier years, reflecting both the tightening economic context and evolving consumer expectations. The value of retail sales in constant local currency jumped 13% to RON736 million, demonstrating the combined effect of price adjustments, premiumisation, and expanded distribution. In the regional con

In 2025, away-from-home tissue and hygiene in Romania recorded continued value and volume growth, even as the economic backdrop remained challenging. Value sales increased by 8% to RON109 million, driven predominantly by price increases rather than by volume expansion. The hospitality, restaurant, and catering channel (horeca) remained resilient, with businesses relying on promotional offers such as happy hour deals and fixed-price menus to attract customers amid economic uncertainty. Despite st

Wipes experienced a robust retail value performance, up 11% to RON365 million in 2025. While the pace of growth slowed from earlier periods—2024 registered a 13% increase—wipes still outperformed many other categories within tissue and hygiene. This strong performance is underpinned by the ongoing diversification of retail channels, with general purpose wipes remaining the most widely available and contributing the largest share of sales. The Romanian context remains shaped by positive convenien

Retail tissue recorded growth in both volume and value terms in 2025, although the pace of growth slowed compared to earlier years. Volume reached 142,000 tonnes, up just 1% from the previous year, while retail value jumped by 10% to RON1.6 billion. This points to ongoing pricing pressures and a willingness among consumers to pay more for products that meet specific needs. This pattern reflects a local environment where inflation and budgetary pressures remain influential, with price sensitivity

In 2025, nappies/diapers/pants in Romania experienced a marked divergence between value and volume performance, shaped by significant macroeconomic pressures and evolving consumer behaviour. Overall retail volume rose modestly to 677 million units, reflecting the ongoing impact of Romania’s declining birth rate, which saw the lowest number of births in a century in 2024, with preliminary 2025 figures confirming the downward trend. Despite this stagnant volume, value sales increased more robustly

Retail adult incontinence in Romania demonstrated robust growth in 2025, with volume reaching 27 million units and current value sales totalling RON104 million. This continued strong performance stands out within the tissue and hygiene landscape, driven by demographic trends such as population ageing, increased life expectancy, and the reduced stigma associated with incontinence products. Retail adult incontinence remained one of the fastest-growing categories in both volume and value terms in 2

Toilet care sales continued to grow in 2025, driven by increasing penetration and expanding shopping baskets, with consumers more likely to buy product bundles. However, the overall economic context, marked by austerity measures and political instability, hindered the performance. The median disposable income per household in Romania was RON128,491 in 2025, up from RON117,909 in 2024, indicating a growing economy.

Home care in Romania demonstrated a mixed performance in 2025, with a slight growth in retail volume sales and a more significant increase in retail value sales. This was largely due to consumers seeking premium and sustainable products. Retail value sales increased by 9% to RON5.2 billion, influenced by the macroeconomic environment and consumer behaviour. With a median disposable income per household of RON128,491, consumers are cautious but willing to spend on premium home care products, part

In 2025, Romania’s dishwashing market saw an increase in value, primarily due to inflation and a move toward premium products. The total retail sales price (current, local currency) hit RON520 million, marking an 11% rise. This growth was mainly propelled by a higher VAT and new government taxes introduced in July 2025, which pushed up unit prices. Consequently, some shoppers opted for more budget-friendly options and private label ranges.

In 2025, retail volume sales of polishes in Romania fell, registering a -2% value growth. This downturn was mainly driven by the country’s economic situation: inflation, new taxes, and increased raw material costs raised unit prices and discouraged consumers from buying polishes. Although the median household disposable income in Romania reached RON128,491 in 2025—a steady rise from the previous year—the increase in purchasing power was not enough to make up for the negative effects of higher pr

In 2025, air care products in Romania continued to see an increase in sales volumes as consumers looked for ways to improve the atmosphere and comfort of their homes. The ongoing trend of cocooning played a key role, with many Romanians still working remotely or on hybrid schedules. Market stability was shaped by elements like seasonal demand, product variety, and promotional efforts. Expanded distribution through major retail chains further contributed to the category’s growth.

The surface care market in Romania witnessed a positive performance in 2025, with a retail value of RON560 million, representing a 10% growth. This growth was largely driven by the increasing demand for convenient and efficient cleaning solutions. Multi-purpose cleaners remained the most popular surface care product, also witnessing dynamic performance in 2025, driven by the ongoing diversification in terms of scents and pack formats.

The most important trend shaping the bleach category is the evolution of product formats, with a focus on easy dosage and spill prevention. Thicker variants, such as gel formats, and spray closures have become more common, marketed as more efficient and effective against limescale. Sano Romania launched Sano Javel Spray 750 ml in 2025. It has an HDPE bottle with a trigger closure for better dose and spill prevention. It is available in a lemon scent.

In 2025, volume growth in Romania’s laundry care sector slowed down, largely as a result of economic challenges such as significant unit price hikes fuelled by inflation, supply chain disruptions, and escalating raw material expenses. The situation was compounded by a ripple effect after certain food items had their prices capped until 2024. Data from the National Institute of Statistics revealed that laundry detergents saw the steepest price rises among non-food products in 2024—a pattern that

In 2025, the Romanian home insecticides market reached a retail value of RON170 million, marking an 8% increase compared to the previous year. This rise was largely attributed to heightened health and wellness concerns, with consumers preferring safer and more eco-friendly products. There was particularly strong demand for unscented and naturally derived options, prompting Raid to introduce a plant-based, odourless electric insecticide that year.

Continuing high inflation and a 2% increase in VAT in 2025 added to costs for both operators and consumers. As such, limited-service restaurants benefitted, due to their affordability. In general, consumer foodservice is shifting toward convenience and value, with both limited-service restaurants and online delivery thriving. However, at the same time, consumers are also prioritising health-focused and fresh food. An increase in foreign tourists is also a positive.

While full-service restaurants in Romania in 2025 show resilience, rising operational costs and high prices have constrained dining frequency,

While standalone locations account for most value sales in Romania in 2025, non-standalone registers higher value growth.

Consumer credit maintained growth in Romania in 2025, in both terms of outstanding balance and gross lending. However, while outstanding balance growth is higher than seen in the recent review period, growth in gross lending has reduced compared to the previous year.

Self-service cafeterias in Romania in 2025 are experiencing healthy growth, driven by office workers, rising food costs, and rapid digital adoption. A focus on offering affordable, cooked, and fresh meals to budget-conscious consumers supports growth.

The competitive landscape remains highly fragmented in Romania in 2025, with numerous independent players that proffer a limited offering. However, within cities, there is strong growth in specialty coffee shops and diverse nightlife options.

Street food/kiosks continue to register value growth in Romania in 2025, supported by demand for convenience and on-the-go options, particularly in urban, high-traffic areas.

Limited-service restaurants in Romania are characterised by intense expansion from major chains in 2025, with Wendy's opening its first outlet and Burger King planning up to 15 new locations. With high inflation reducing purchasing power, limited-service restaurants remain popular for their affordability. Key trends include a focus on digital app engagement (e.g., McDonald's, KFC) and also the growth of local chains.