Nearly two-thirds of Romanians (63%) who participated in the PwC Voice of the Consumer 2025 survey report that they “manage financially” and can pay all their monthly bills but have little or no money left for savings or recreational activities. Consequently, prices remain the main deciding factor in shopping. Nonetheless, there is a growing trend towards healthy and local products, making consumers more selective and budget conscious.

“Although inflation has eased in 2024 and the first half of 2025 compared to the record levels of previous years, it remains the primary concern for Romanian consumers, who continue to be cautious: they are paying attention to promotions, buy only what they need from multiple stores, and reuse food. At the same time, a clear trend towards healthy and local products is emerging, and intentions to spend more on fresh fruits, vegetables, dairy, and grains exceed the regional average. In this context, the PwC Voice of the Consumer 2025 report highlights the need for producers and retailers to balance affordability with adapting their offerings to the growing demand for healthy and locally produced goods”, said Ruxandra Târlescu, Partner and Leader of the Tax and Legal Services Department, PwC Romania.

As evidence of this trend, consumers estimate they will spend more in the next six months on fresh products like fruits, vegetables, dairy, and grains, while they are determined to reduce spending on snacks, alcohol, and ultra-processed foods.

Additionally, more than 3 in 10 consumers are seeking better value for money and say they switch brands primarily for financial benefits, but also for better taste.

Furthermore, the majority of Romanians (88%) consider loyalty programs to have a significant influence on their choice of food retailers, with cashback options (57%) and discounts on future purchases (55%) being the most important loyalty factors.

Concerned about the environment, yet cautious shoppers

Although consumers are aware of the impact of climate change, these concerns do not always translate into purchasing behavior. Over 80% of respondents express concern about climate change, yet only 44% say they are willing to pay more for food that supports environmental protection, such as improving soil quality and biodiversity. Romanian consumers prioritize sustainability by buying only the products they need and reducing food waste, with 65% taking active measures to reduce their environmental impact.

Additionally, concerns over ultra-processed foods and pesticide use have intensified among approximately 54% of the surveyed consumers.

Meanwhile, consumers prefer local products as they are perceived to be healthier and support the local economy, with 62%, and 45% of respondents citing these reasons. In fact, 53% of respondents prefer local products, while 47% choose cheaper international options.