Bucharest is the national leader in Romania in terms of retail sales, with 10.49% of the total, followed by Timisoara (7.23%) and Cluj-Napoca (4.58%), according to a special survey conducted by Footprints AI.

The survey shows that women generate almost 60% of trades in Romanian retail, and the 35-54-year-old segment dominates consumption through financial stability and orientation towards quality products, while families with children contribute almost 35% of sales, making up a strategic segment for retailers.

Based on anonymized data collected from over 8.5 million Romanian consumers, it highlights the fact that Romanians represent the most atypical segment of buyers and allocate over 27% of the household budget for food and non-alcoholic beverages, the highest percentage in the European Union, according to Eurostat, where the average is just over 17%.

Romanians also continue to prioritise essential products, such as sunflower oil, sugar and milk, which dominate their shopping carts.

“The analysis of consumer behavior in Romania reflects a complex dynamic, in which consumers manage their budgets carefully, but do not give up small pleasures. Retailers and brands that understand these nuances and adjust their strategies accordingly will have a significant competitive advantage. Through the Footprints AI platform, we offer valuable insights that help companies optimize inventories and marketing strategies, adapting in real time to market needs,” says Dan Marc, CEO and co-founder of Footprints AI, noting that this balance between pragmatism and the desire for quality becomes a major direction for 2025.

“However, premium products are gaining more and more ground, especially in urban areas. Categories such as supplied bakery (9.45% of total sales) and sweet snacks (9.66%) are among consumers’ favourites, indicating a trend towards comfort and self-pampering.”

In countryside, purchasing behaviour is especially oriented towards essentials such as oil, sugar and dairy products, with consumers being more attentive to prices and basic needs.

At the same time, dairy products such as yogurt, sana and kefir witnessed a significant advance due to a rising interest in healthy products. At the same time, sweet and savoury snacks together make up 17.5% of the sales volume, remaining extremely popular, with consumption peaks in the winter and Easter holidays.

In the same category of preferences, alcoholic beverages and tobacco together account for 6.5% of total household expenditure in Romania, according to Eurostat, a significant percentage above the European average of 4.4%. In the alcoholic beverage category, beer continues to occupy a significant place, representing almost 8% of total sales, being associated with social events and increased consumption in summertime.

Romanians synchronise their purchases with their pay days, with most transactions being recorded around the 5th and 20th days of the month. The preferred time slot for shopping is between 11:00hrs and 13:00hrs, when planned shopping predominates, and evenings are reserved for quick purchases after working hours.

Footprints AI provides agencies and brands with an analytics, automation, and artificial intelligence platform for planning and running omnichannel advertising campaigns.

photo credits: Footprints AI