“In 2025, the FMCG and retail landscape in Romania continues to be shaped by lingering macroeconomic volatility across Central and Eastern Europe. Romania continues to have the highest inflation in Europe, and the impact of historically high living costs remains visible in consumer behavior. Shoppers are still highly price-sensitive, and while consumer confidence improved throughout 2024, the fragility of the macroeconomic environment keeps sentiment cautious and spending patterns conservative,” Cristina Radu, Marketing Director, Heineken Romania, told The Diplomat-Bucharest.

“Because financial considerations remain central to purchasing decisions and Romanian shoppers are very promo-sensitive, producers need to consider this context. Loyalty is more fragile than ever, and the challenge is to connect consistently across channels: building trust through heritage and quality, while staying relevant in the moment of purchase.

Retail media is a big part of this shift—brands are no longer just competing on TV or billboards, but directly inside retailer apps, loyalty platforms, and e-commerce sites. To maintain loyalty, we are investing in first-party data partnerships, activating brand storytelling in a digital context, and launching occasion-based innovations—like non-alcoholic extensions or limited seasonal packs—that give consumers fresh reasons to return.”

What are the main macroeconomic or consumer confidence factors impacting FMCG and retail business in Romania in 2025?

In 2025, the FMCG and retail landscape in Romania continues to be shaped by lingering macroeconomic volatility across Central and Eastern Europe. Romania continues to have the highest inflation in Europe, and the impact of historically high living costs remains visible in consumer behavior. Shoppers are still highly price-sensitive, and while consumer confidence improved throughout 2024, the fragility of the macroeconomic environment keeps sentiment cautious and spending patterns conservative.

At the same time, consumer preferences are evolving in ways that significantly reshape category demand. More than one-third of Romanians intend to increase spending on fresh products while cutting back on alcohol, snacks, and ultra-processed foods — a trend also evident across Central and Eastern Europe. For FMCG players, this shift presents both challenges and opportunities. HEINEKEN Romania’s response is anchored in adaptability, innovation, and a strong commitment to consumer needs. This strategy has not only transformed our portfolio but has also reinforced the role of creativity in how our brands engage and build meaningful connections with people.

Consumers are increasingly attentive to the origin, brewing process, and ingredients of the products they choose. We respond to these expectations with a well-balanced portfolio that includes both iconic international brands, such as Heineken®, Birra Moretti® or Amstel®, as well as propositions tailored to local preferences, such as Neumarkt® or Ciuc®.

How are inflation, supply chain instability, or global events affecting product availability and pricing in Romania?

Consumer priorities in Romania are undergoing a noticeable shift. While inflation and geopolitical conflict are no longer the dominant concerns, worries about broader macroeconomic volatility are becoming more prominent across Central and Eastern Europe. In this context, financial considerations remain central to purchasing decisions, with price standing out as the most important factor.

Also, one of the major challenges in 2025 has been the increase in beer excise duties, which has inevitably impacted production costs and consumer pricing. Despite this, our focus remains on maintaining accessibility and relevance across all segments, while continuing to invest in quality and innovation.

In recent years, we have strengthened our premium segment with launches such as Birra Moretti Sale di Mare®. In 2025, we have made a strategic expansion into the Mainstream segment with the introduction of Amstel® — a globally recognized beer, produced locally in Romania, in line with the brand’s quality standards and taste profile. This strategy highlights not only our commitment to cultural relevance but also our ambition to redefine the Mainstream category with brands that carry heritage, identity, and international recognition.

At the same time, we continue to drive innovation in the flavored and non-alcoholic beer segments through the expansion of the Ciuc® Radler portfolio. With this, our goal is to address consumer needs in a balanced way—across age groups, genders, lifestyles, and taste preferences.

What challenges are brands facing when trying to maintain customer loyalty in such a dynamic retail environment?

Because financial considerations remain central to purchasing decisions and Romanian shoppers are very promo-sensitive, producers need to consider this context. Loyalty is more fragile than ever, and the challenge is to connect consistently across channels: building trust through heritage and quality, while staying relevant in the moment of purchase.

Retail media is a big part of this shift—brands are no longer just competing on TV or billboards, but directly inside retailer apps, loyalty platforms, and e-commerce sites. To maintain loyalty, we are investing in first-party data partnerships, activating brand storytelling in a digital context, and launching occasion-based innovations—like non-alcoholic extensions or limited seasonal packs—that give consumers fresh reasons to return.

At the same time, the consumer purchase decisions are strongly influenced by community validation — from peer reviews and influencer endorsements to authentic, platform-native content, especially short-form video. For brands, success in digital lies not just in presence but in building meaningful connections rooted in consumer needs and values.

Which FMCG / retail categories are showing the strongest growth in Romania in 2025?

Non-alcoholic and flavored innovations are gaining traction, while Mainstream lager volumes are stable but under pressure from price sensitivity. We can see that health and moderation trends are key forces: consumers are increasingly choosing alternatives that align with wellness goals without giving up the social and taste experience of beer. At the same time, premiumisation and functional formats—such as non-alcoholic beer, flavored extensions, and energy or wellness drinks—are expanding faster than mainstream.

In Romania, younger, urban consumers are increasingly drawn to Premium and craft beers, yet affordability remains a key factor, keeping Mainstream lager as the volume leader. At the European level, the category is being reshaped by a strong premiumization trend, with consumers showing greater willingness to pay for beer that offers distinctive taste, local authenticity, or sustainability credentials. At the same time, sustainability has become a baseline expectation: from packaging innovations to carbon-neutral operations, breweries are under mounting pressure to demonstrate tangible environmental responsibility.

What are the key consumer behavior trends shaping the FMCG and retail market in Romania in 2025? 

In 2025, Romanian consumers are navigating a balance between value-consciousness and lifestyle aspirations. They are increasingly looking beyond simply finding the cheapest option, opting instead for what delivers meaningful value. Shoppers are willing to pay more for trusted brands, sustainable packaging, or healthier product formulations, if the trade-off feels justified.

Purchasing decisions are also becoming more occasion driven. Consumers often tailor their baskets to specific needs, whether it’s a spontaneous gathering, home entertainment, or a quick refreshment. This trend is particularly evident in categories like beer, where pack size, portability, and convenience play a decisive role in shaping choices.

Digital touchpoints are now central to the shopping experience. Retail media ads, loyalty apps, influencer content, and quick-commerce platforms strongly influence purchase journeys. Shoppers increasingly expect a seamless connection between what they see online or on their phones and what they encounter in-store or through e-commerce, making omnichannel discovery a key factor in driving engagement and sales.

How is the balance shifting between traditional retail, modern trade, and e-commerce (digital transformation and omnichannel experiences) in Romania this year?

Modern trade continues to dominate growth with the expansion of discounters, hypermarkets, and supermarkets across the country.

Traditional trade, however, remains important, especially in smaller towns and rural areas where proximity and personal trust matter. For beer producers like us, the strategy is not to choose between channels but to embrace omnichannel: ensuring cold availability and visibility in traditional trade, strong collaboration and retail media integration with modern trade, and tailored packs and promotions for e-commerce platforms.

What is the impact of AI technologies in the FMCG and retail in Romania and what to expect in the future?

In 2025, HEINEKEN Romania is strengthening its marketing strategy through the integration of artificial intelligence (AI) and advanced data analytics. We leverage these technologies to better understand consumer behavior, evaluate pricing and promotion effectiveness, identify distribution opportunities, and, most importantly, create more personalized and relevant campaigns.

The rise of generative AI is driving a paradigm shift in marketing, it enables faster idea testing, large-scale personalization, and better anticipation of emerging trends, enhancing human creativity rather than replacing it.

In 2024 and 2025, we innovated in the outdoor advertising space with anamorphic formats for Birra Moretti® and Amstel®, resulting in increased visibility, impact, and audience engagement. These innovations align with broader digital marketing trends in Romania, where companies are allocating 30% more budget to SEO strategies and 10% more to PPC campaigns compared to previous years.

From a budget allocation perspective, Romania remains a TV-driven market, but the share of investments in digital and innovation is gradually increasing, particularly among brands targeting “digital-native” audiences. An EY study shows that 79% of Romanians are interested in innovative products and services, and 78% view them as opportunities to save money and increase efficiency.

Through these initiatives, HEINEKEN Romania continues to invest in emerging technologies to meet consumer expectations and adapt to the evolving market landscape.