Opinion by Ruxandra Târlescu, Partner and Leader of the Tax and Legal Consulting Department, PwC Romania

Technology is becoming a key tool for Romanians in monitoring their health: 69% of respondents to the Voice of the Consumer 2025 survey conducted by PwC Romania use smart apps or devices, which have influenced their daily habits, with a third even showing that they have significantly changed their lifestyle. From smart watches and bracelets to complex devices, such as blood sugar monitors or kitchen appliances with artificial intelligence, technology facilitates the adoption of a healthier and more balanced lifestyle.

The use of artificial intelligence is increasing, especially for personalizing exercise programs (41%) and meal planning (40%). Romanians also use AI for personalized diets, predictive shopping lists, food budget management, medical diagnostics or for connecting with smart devices that suggest recipes based on available ingredients.

This openness to modern solutions shows a growing need for personalized experiences adapted to individual lifestyles.

Romanians pay increasing attention to the food they consume

The majority of Romanian consumers rate their health as good (47%) or very good (35%) and pay increasing attention to the food they consume. Over 60% say that the risks associated with ultra-processed foods and pesticides worry them more than the price of the products. In fact, 41% say they avoid ultra-processed foods, compared to the regional average of 37% (Central and Eastern Europe). Romania is also slightly better than the rest of the region in terms of reducing alcohol consumption.

More and more Romanians (71%) use dietary supplements and emphasize freshness and seasonality, even to the detriment of the brand. 62% believe that local products are healthier, and over half are willing to pay more for them.

Trust in producers remains important 

In Romania, 70% of consumers believe that their own decisions and behaviors have the greatest influence on healthy eating choices, while 50% also recognize the role of food producers. This shows that producers need to go beyond promotion and invest in educating consumers about healthy eating and the contribution of their own products to a balanced lifestyle. Such an approach can stimulate brand loyalty.

In conclusion, Romanian consumers are looking for affordable, clean and healthy products, and producers and retailers need to find the balance between costs and added value, investing in healthier formulas, with less sugar, but more fiber and protein, without compromising taste or price.

There is also a growing interest in premium, functional or diet-friendly products. Innovation, partnerships with the health or digital sectors, and AI integration are helping companies anticipate consumer preferences and provide personalized recommendations, including by connecting products with apps or wearables.