Trade: Survey Reveals Romanian Consumers Among the Most Pessimistic in Europe – Yet Personally Resilient and Highly Price-Conscious

Romanian consumers are facing 2025 with rising unease, as economic concerns and political dissatisfaction drive significant shifts in spending behavior and consumption patterns. According to the latest European Consumer Sentiment Survey conducted by Boston Consulting Group (BCG), Romanian consumers are among the most pessimistic in Europe—71% report a negative outlook on the political climate and 64% express concern about the economy.   BCG surveyed over 16,000 consumers in April across nine European countries, including more than 1,800 in Romania. The report paints a detailed picture of a population under financial pressure, yet determined to extract maximum value from every purchase.   “Romanian consumers are not retreating—they’re recalibrating,” said György Lakatos-Török, BCG senior project leader and one of the authors of the report. “They are embracing pragmatic optimism: tightening their budgets, focusing on value, and reprioritizing essentials, all while staying brand-conscious and selectively optimistic about their personal circumstances.” Nearly 60% of Romanian consumers anticipate to spend more on essentials such as basic food, medication, transport, and housing in the next six months, underlining their heightened cost sensitivity.   Inflation remains the top worry for Romanians (70%), followed closely by energy prices (66%) and geopolitical tensions (49%), all surpassing the European averages. These concerns are manifesting in real behavioral changes: nearly three in four Romanians report experiencing higher prices across most categories, especially for essentials like groceries and home care. Spending in these categories is up—but not because consumers are buying more. Instead, inflation is the driving force behind higher expenditures, prompting 53% of Romanians to expect further increases in spending over the next six months. In contrast, discretionary categories such as apparel, electronics, entertainment, and alcoholic beverages have seen steep declines in both actual and projected spending for the next six months.   Romania is now emerging as one of Europe’s most price-sensitive markets. An astounding 76% of Romanian consumers actively seek out discounts when shopping for apparel and home appliances. Rather than switching brands, most consumers prefer to wait for promotions, underscoring a conservative, value-first mindset. This behavior is visible across all product categories and has become a defining feature of post-inflation consumer behavior.   Furthermore, private labels and store brands are still struggling to win over Romanian consumers. A third of respondents maintain a preference for branded products, and the likelihood of purchasing private label alternatives remains lower than the European average in most categories. Retailers face a unique challenge: balancing promotional strategies with brand perception. Over a third of Romanians believe branded products offer better quality than store brands, especially in categories like food and beauty care.   While much of Europe moves rapidly toward online retail, Romania is lagging, it is the lowest among the countries polled. The survey shows that only 8% of Romanian consumers use online channels as their main method for shopping – far below the European average of 12%, and significantly behind the UK at 18% and Germany at 15%. It is to be noted that this dynamic differs between urban and rural areas, with rural areas slower to adopt online – partially driven by demographic differences and also the availability of supply (e.g. fewer lockers, less frequent delivery options).   Yet expectations are paradoxically high when it comes to service. Romanian shoppers demand next-day delivery for categories such as groceries, snacks, and beverages, placing pressure on e-commerce platforms and logistics networks to bridge the experience gap despite lower adoption.   Romanian consumers are increasingly conscious of sustainability, with 57% reporting they consider environmental impact when making purchasing decisions—13 points above the European average. However, this awareness does not yet translate to spending power. Only 16% of Romanian shoppers are willing to pay more for sustainable alternatives, aligning closely with broader European reluctance to pay a green premium.   The Romanian consumer is evolving. Brands that want to succeed in this market must do more than compete on price—they must deliver exceptional value, foster brand loyalty, and address ethical and environmental concerns without alienating cost-conscious shoppers. “For consumer companies, this is not a time to retreat,” said Lakatos-Török. “Brands must remain bold in strategy – doubling down on actions that drive trust, transparency, and relevance.” In practical terms, this means optimizing product portfolios, recalibrating pricing strategies, and investing in omnichannel experiences that meet Romanian consumers where they are – both emotionally and economically.