Ooni Koda
  1. Home
  2. /
  3. Newsfeed
  4. /
  5. PwC Report: The cost of living remains the...

PwC Report: The cost of living remains the main risk perceived by the Romanians, in the perspective of unpopular fiscal measures

July 10, 2025

The consumers want to buy food which corresponds to their values  connected to health, confort and sustainability, but the increase of prices and the challenges regarding the cost of living limit their possibility to achieve these intentions, according to the most recent report PwC Voice of Consumer, made in 28 states at global level, including in Romania.   'The last years were marked by inflation, and the purchasing behaviour of the consumers both at global level and in Romania goes towards careful management of expenses and strict prioritisation of eseential needs, which means that the price continues to be the most important purchasing criterion. In fact, the cost of living remains even today the main risk perceived by the Romanians for the next 12 months, taking into consideration the unpopular fiscal measures which could be taken in order to reduce the budgetary deficit to be instantly reflected in prices. The PwC report Voice of Consumer for Romania will be launched soon and it will offer more detail about the consumers prefer and expect over the next year' , stated  Ruxandra Tarlescu, partner and leader of the Department for Fiscal and Legal Consultancy, PwC Romania, quoted in the company announcement.   The pressure placed on the cost of living continue to influence the trust of the consumers, more than half stating they ' manage financially' or they have financial challenges such as the incapacity to pay a part of the whole of the monthly bills of the family.   As a result, the consumers try to save, half (51%) considering the 'better quality-price  balance' as the main reason to change the food brands and a similar number re-use the left-overs (49%) or look for promotions (48%).At the same time, two thirds (66% of the consumers buy only what they need in order to reduce food waste.   Preocupations connected to ultraprocessed food or use of pesticides intensify among approximately 60% of the interviewed consumers and over 50% intend to increase the consumption of fresh produce over the next month.   Although consumers are aware of the impact of climatic changes, these worries are  not reflected  in the purchasing behaviour, say the consultants. Over 80% of the interviewees express their worrya about climatic changes, but only 44%say they are willing to pay more for food which supports the environment, as well as the improvement of the soil quaiity and bio-diversity.   The survey showed an increase in the openness of the consumers towards adoption of new technologies and non-traditional means of purchasing. Almost four out of ten (38%)tested the subscription services and delivery of food kits. Personal welfare based on technology is, similarly, growing, 70% of the interviewees using healh apps or portable devices. Approximately half of the interviewees agree with the integration of AI in meal planning' says the PwC report.   In fact, recent research of the company suggests that over the next decade the industries will reconfigure the domains in order to meet the people's needs in new ways,  thus leading to the formation of new domains which surpass the traditional sectorial lines. For the global food sector - which is called by PwC ' how we Feed' this could mean better collaboration between the sectors of retail, health, technology. Until 2035, this business ecosystem could get to a value of 9.88 trillion dollars, with the potential of reaching 10.35 trillion dollars.         In January and February 2025, PwC Research, the global centre for excellence of PwC for market research and information, made a survey with 21,075consumers from 28 countries among which Romania. The interviewees were asked about a range of topic connected to food consumption and consumer trends, including food purchase and food choices, future of health, emerging technologies and climate and sustainability. The interviews with the executives in the industry took place in May 2025.   PwC has 370,000 employees in 149 countries and offers audit and insurance services, legal services, tradings and consultancy.

Read in full - click here
Romanian president plans US visit early 2026 focused on economic ties

Romanian president Nicușor Dan confirmed on August 20 that he is likely to pay an official visit to the United States early next year, provided preparations proceed as planned.  A few days ago, foreign minister Oana Țoiu said that president Dan is expected to visit the United States and meet with president Donald Trump in the […]

Romania may reportedly host US F-35 jets as part of Ukraine security guarantees

European allies are pressing the United States to deploy F-35 fighter jets to Romania as part of future security guarantees for Ukraine, The Times reported, citing discussions among senior military officials. Romanian outlet

Major Romanian croissant maker Derpan raises EUR 2 mln with 5-year bonds

Romanian croissant producer Derpan SA has raised EUR 2 million through a private bond placement brokered by brokerage house Goldring SA, the company announced on August 20. The secured, euro-denominated bonds mature in 2030 and carry an annual coupon of 11%, Ziarul Financiar reported.  ...

Romanian banks’ profit steady but NPL ratio slightly up in Q2

Romanian banks’ aggregated profit (EUR 752 million) and profitability ratios in Q2 remained around those seen in Q1, meaning slightly below the performance in the same period last year, according to data published by the National Bank of Romania (BNR). The non-performing loans (NPL) ratio, however, rose slightly to 2.8% at the end of June, […]

Romanian committee officially against Hungary's MVM plans to take over E.ON's local subsidiary

The Foreign Direct Investment Review Commission (CEISD) confirmed on August 20 that it had decided not to approve the transaction by which Hungarian state-owned MVM intends to acquire the gas and electricity supply division of E.ON Energie Romania.  "Following the conclusions resulting from the detailed research procedure, CEISD decided to submit to the Supreme Council […]

Romanian deputy PM estimates 40,000 fewer positions in local administration following reforms

Deputy prime minister Tanczos Barna stated on August 20, speaking for Digi24, that following the public administration reform included in the second package of fiscal measures, 40,000 positions in local and central administration will be abolished. The figure is not included in the substantiation note published by the Development Ministry along with the bill on […]