More frequent heatwaves, rising energy costs and growing concerns about indoor air quality are changing the way Romanians choose climate control solutions. While only a few years ago cooling capacity was almost the sole consideration, consumers are now increasingly interested in energy efficiency, air filtration and heating functions, as well as the ability to control their systems remotely and intelligently from a mobile device, according to data from Daikin Romania, the local subsidiary of the world’s leading air-conditioning manufacturer.
Air conditioning is therefore no longer purchased merely as a way of coping with extreme summer heat, but as a means of improving residential comfort throughout the year, according to the Daikin Brand Research study conducted by Ipsos among 816 homeowners and prospective buyers in Romania. More specifically, over 42% of Romanians indicate a need for climate control solutions that help them better manage the effects of climate change while also providing integrated heating and dehumidification within the same unit. Such systems can therefore be used as an alternative or supplementary solution during the colder months or periods of wet weather.
“In Romania, air conditioning is still associated primarily with cooling during the warmer months, but we are seeing a clear change in the way consumers select this type of equipment. An increasing number of customers are looking for comprehensive solutions that can also provide heating, consume less energy, operate quietly, contribute to better indoor air quality and be controlled easily, including remotely. We are also seeing growing demand for professional advice and installation services. At Daikin, our objective is to provide efficient and reliable climate control solutions tailored to the actual needs of each home, while also delivering a positive experience throughout the equipment’s entire service life”, says Daniel Vasile, Managing Director of Daikin Romania.
The growing interest among Romanian consumers in integrated air-conditioning systems comes in the context of a local market that remains relatively underdeveloped. Only 44% of Romanian households owned at least one air-conditioning unit in 2025, according to a recent Euromonitor International report, up from 28% in 2020. Demand for air-conditioning equipment is expected to continue increasing in the coming years, with the local market forecast to record a compound annual growth rate of approximately 6.5% between 2026 and 2032, according to a report by Vyansa Intelligence.
Romania is not an isolated case. Across Europe, the need for residential cooling is increasing as heatwaves become more frequent and the effects of climate change intensify. Europe is the world’s fastest-warming continent, while air-conditioning penetration remains low compared with other regions. Only around 20% of European households are equipped with air-conditioning systems, compared with 76% in North America and 47% in Asia-Pacific, indicating considerable growth potential for energy-efficient technologies.
Although Romanian consumers’ reasons for purchasing air-conditioning equipment are becoming more sophisticated, the decision-making process remains, somewhat paradoxically, one in which most consumers feel they need extensive information and expert recommendations. Almost 73% of homeowners and prospective buyers in Romania say they seek advice from others before making a purchase, while 74% believe that the differences between brands are significant and that the product should be selected carefully, the Daikin study also shows.
When researching a purchase, 54% of respondents use search engines, 46% consult family members, friends or colleagues, and approximately 44% seek advice from installers or sales consultants. A similar proportion consult manufacturers’ websites, review platforms or price-comparison websites, while 42% visit showrooms. The data show that the customer journey combines online research with personal recommendations and professional expertise.
Growing interest is also evident in the area of energy-efficient technologies. Consumers are paying closer attention to long-term running costs, while modern climate control systems capable of both cooling and heating the home are increasingly regarded as investments in comfort and efficiency rather than merely seasonal purchases.
Depending on their configuration, split air-conditioning systems can achieve energy-efficiency ratings of up to A+++ and may be up to five times more efficient than traditional gas boilers. Some units can operate reliably at outdoor temperatures as low as –20°C, making them a flexible option not only for summer but also during colder periods. Choosing the right system, however, depends on the size and layout of the property, its level of insulation, the positioning of the units and the way in which the system will be used.
“The selection process should begin with the actual needs of the home and the system’s long-term running costs, rather than focusing solely on the initial purchase price or the outdoor temperature. A properly sized, installed and maintained system can provide comfort, efficiency and predictability for many years”, says Daniel Vasile, Managing Director of Daikin Romania.