“E-commerce segment continues to grow much faster than the general market. Freshful is at the forefront of this change, executing well on our promise of a simpler life. We redefine proximity and convenience and our customers love the selection we offer and the ease of the service,” Tudor Mihailescu, General Manager Freshful, told The Diplomat-Bucharest.
“AI is already reshaping logistics, personalization, and demand planning in our sector. At Freshful, we use AI-driven algorithms to optimize order picking, route efficiency, and delivery windows in real time, critical in a city like Bucharest. We’re also applying machine learning to improve our search engine and recommend products based on personal habits and basket patterns. Looking ahead, we see AI contributing even more to sustainable retail, whether by reducing food waste through better demand forecasting or by offering tailored dietary suggestions to consumers. The future of AI in retail is more about efficiency, it’s about experience.”
What are the main macroeconomic or consumer confidence factors impacting FMCG and retail business in Romania in 2025?
In 2025, the FMCG and retail sectors in Romania are shaped by a mix of cautious consumer optimism and structural economic shifts. While inflation has moderated compared to previous years, most households remain value-sensitive, carefully weighing value over volume. This drives a focus on trusted brands, predictable quality, and convenient service. Importantly, price is not the only value driver – rising disposable income in urban centers supports the growth of premium and niche categories like eco-certified and locally sourced products.
For Freshful, the trend is already visible: over 15% of our customer base chooses eco-certified fruits and vegetables, and this category continues to grow steadily as consumers become more mindful of health and sustainability. This environment highlights the importance of consistency, speed, and transparency in our offering.
How are inflation, supply chain instability, or global events affecting product availability and pricing in Romania?
FMCG always lives by its name, there is always something moving globally or locally. This year is no exception and this should not be a surprise.
With Freshful, we work to maintain the highest level of convenience for our shoppers, whatever the context. We have multiple offerings on every consumer need, catering for all the profiles – local or international offerings, different price tiers and size packs. This is certainly facilitated by our user friendly app, customers can quickly compare and decide on the right basket for them. Of course, we do love local offerings and invest disproportionate effort here – we work closely with over 120 local producers to build resilient supply chains and reduce dependency on long-haul imports. This approach not only stabilizes pricing but also shortens lead times and improves freshness. We continue to refine our forecasting and procurement tools to anticipate shifts and ensure availability, particularly in high-frequency categories like fresh produce and dairy.
What challenges are brands facing when trying to maintain customer loyalty in such a dynamic retail environment?
In 2025, loyalty is harder to earn and easier to lose. Our consumers expect not just good prices, but reliability, relevance, and a frictionless experience. Any service gap, delays, substitutions, or unclear product information, can quickly erode trust. Brands must also navigate shorter attention spans and a preference for seamless digital interactions. We’ve invested in improving all these areas so that it is easy and fast to pick your groceries and then deliver them with no surprises – our search functionality is better and always helped by the existing freshlist (your previous top buys), we have expanded product details, and our on time delivery keeps improving, being above 95%. Additionally, our loyalty ecosystem – Genius, FreshPoints, and Buy More Save More – helps us reward consistent behavior and build long-term engagement.
Which FMCG / retail categories are showing the strongest growth in Romania in 2025?
We’re seeing notable growth in fresh produce (especially local and seasonal), health-oriented categories (organic, gluten-free, no-sugar-added), and convenience-focused items. Romanian consumers are increasingly blending traditional preferences with modern lifestyles, which translates into higher interest in premium fruits and vegetables, eco-certified products, and ready-to-cook solutions. Interestingly, the demand for specialty items, such as exotic fruits has also grown, driven by a desire for occasional indulgence at home.
What are the key consumer behavior trends shaping the FMCG and retail market in Romania in 2025?
Value is being redefined, because it’s no longer just about price. Consumers are asking: is this product fresh, is it responsibly sourced, are you going to deliver quickly, and is this clearly described? There’s growing alignment between purchase decisions and personal values, that became more than buzzwords. Customers also expect immediacy. Freshful stands out as an ultra-modern retail format: our model combines the depth of a full supermarket assortment with the proximity and responsiveness of quick commerce. For our customers, proximity is no longer about physical distance and opening hours, but about immediate, seamless access. We also launched Freshful Now through the Wolt app, our 30-minute delivery model tailored to urgent needs. Personalization and transparency are also gaining traction, and we’re addressing that through better digital tools and product content.
How is the balance shifting between traditional retail, modern trade, and e-commerce (digital transformation and omnichannel experiences) in Romania this year?
E-commerce segment continues to grow much faster than the general market. Freshful is at the forefront of this change, executing well on our promise of a simpler life. We redefine proximity and convenience and our customers love the selection we offer and the ease of the service. “Verde cu Freshful”, our recycling program, is also a great hack, adopted at scale. Growth is also driven by the increasing level of trust, visible also in the amount of fresh produce being sold on our platform – our customers have tried, appreciated the quality and the freshness, realizing also that our model offers fastest cycle of harvest to plate. All in all, we’re proud of the progress, happy that we’re showcasing what digital transformation looks like when it delivers real-life convenience.
E-commerce has also levelled the playing field in terms of access: every customer in our coverage area, whether they live in central Bucharest or the outskirts of Ploiești, enjoys the same wide assortment, competitive prices, and premium service. Romanian consumers increasingly embrace digital-first experiences, and Freshful is leading that shift by combining technology, logistics, and customer-centricity into a seamless everyday solution.
What is the impact of AI technologies in the FMCG and retail in Romania and what to expect in the future?
AI is already reshaping logistics, personalization, and demand planning in our sector. At Freshful, we use AI-driven algorithms to optimize order picking, route efficiency, and delivery windows in real time, critical in a city like Bucharest. We’re also applying machine learning to improve our search engine and recommend products based on personal habits and basket patterns. Looking ahead, we see AI contributing even more to sustainable retail, whether by reducing food waste through better demand forecasting or by offering tailored dietary suggestions to consumers. The future of AI in retail is more about efficiency, it’s about experience.
