Trade: Seasonal Taste Barometer: Romanians turn to local, seasonal products in summer

  Carrefour Romania and NielsenIQ are launching the “Seasonal Taste Barometer” study, a detailed analysis of Romanians’ eating habits. The analysis shows an increasing preference for local, fresh, and seasonal products: melons generate one-third of fruit sales, potatoes dominate the vegetable category, and pork, yogurt, and egg consumption remains high among protein sources.   The study is part of the “Frigiderul cu Bun Gust” (Tasteful Fridge) initiative, integrated into the international Act for Food program, which supports Romanians in making healthier food choices, starting with seasonal, local, and minimally processed products. And to begin such a transition, the first step is to understand where we are: what products are in Romanians’ refrigerators and what their consumption habits look like.   “Through this study, we want to show not only what Romanians put on the table in the summer, but also how their eating habits change from year to year. We are seeing a strong return to traditional tastes, but also an openness to new varieties and healthier products. Our role is to support our customers in these choices by providing them with local, seasonal, and quality products on a daily basis through direct partnerships with Romanian producers,” said Narcis Horhoianu, Chief Marketing Officer & E-commerce and member of the Executive Committee of Carrefour Romania.   “According to NielsenIQ studies, 61% of Romanians say they strive to choose products that contribute to their health, and fruits and vegetables are the most common choices in their shopping carts. Although they are already found on 65% of shopping lists prepared at home, 19% of consumers say they have purchased fruits and vegetables unplanned, attracted by offers in stores. These data confirm Romanians’ growing interest in a balanced diet and the essential role of modern retail in supporting this behavior,” adds Iulia Pencea, Managing Director, NielsenIQ Romania.   A healthy body starts with a healthy diet, and for many, the challenge is to find a simple and practical way to do this every day. As part of the Frigiderul cu Bun Gust (Fridge with Good Taste) initiative, Carrefour is joined by Dr. Mihail Pautov, surgeon and health educator, who proposes the 5-4-3-2-1 method—a quick and easy-to-remember guide: 5 types of vegetables, 4 types of fruit, 3 sources of protein, 2 types of whole grains, and 1 type of healthy fat.   According to NielsenIQ data, Romanians prefer fresh, local, and seasonal vegetables in the summer, with the following at the top of the list: potatoes, which account for 13% of total vegetable sales during the summer; onions; tomatoes, which also recorded the highest increase in sales volume compared to the rest of the year; peppers; mushrooms. In Carrefour’s portfolio, Romanians’ preference for local, fresh, and seasonal products is supported by the strategic program Gradina Noastra (Our Garden). Launched to provide consumers with quick access to responsibly grown fruits and vegetables, the program will bring together 13 cooperatives and approximately 390 local producers from across the country by the end of the year. With daily deliveries to Carrefour stores across the country, made just six hours after harvesting, consumers have access to fresh fruit and vegetables, carefully grown by Romanian farmers.   From Carrefour’s portfolio, new red potatoes, one of the most versatile vegetables in Romanian refrigerators and currently in season, recorded a 70% increase in quantity in the summer of 2024 compared to the summer of 2023. They are carefully grown by local producers, part of the Gradina Noastra cooperative in Brezoaele. This increased consumer appetite for the variety is also reflected in quantitative increases this summer.   Red onions, sourced from the Gradina Noastra Însura?ei cooperative, are also increasingly sought after, with a 40% increase in the summer of 2024 compared to the summer of 2023. Traditional red onions with tops remain popular, being an authentic and well-known variety, introduced into the range to bring the taste of old-fashioned gardens to Romanian tables. At the same time, the pink and oxheart varieties, grown in the Gradina Noastra cooperatives in Malu Spart, Fierbin?i, Varasti, and Zarand, saw the highest growth in the summer of 2024 compared to the summer of 2023. Kapia peppers, sourced from the same cooperatives, complete the top vegetables, with a third more sales.   Romanians’ refrigerators are never without fruit, which is necessary for an optimal intake of vitamins, minerals, and fiber, essential for maintaining health, supporting immunity, and providing energy throughout the day.   According to NielsenIQ data, the fruits that are always found in Romanian refrigerators during the summer are: Watermelons, the symbol of summer, representing one-third of total fruit sales in the summer; Peaches; Nectarines; Apricots.   In Carrefour’s portfolio, seedless watermelons and Galia melons, grown locally within the Carrefour Quality Chain and the Gradina Noastra cooperative in Însura?ei, doubled their sales in the summer of 2024 compared to the summer of 2023. Romanian peaches, flat nectarines, and Romanian apricots found their way into Carrefour customers’ shopping carts, with at least half more than in the summer of 2023.   Red plums saw the biggest increase, with more purchases in 2024 than in the previous summer. The fruit also comes from local sources, such as the Gradina Noastra cooperatives in Zarand, Husi, Ostrov, Voinesti, and Varasti. In the summer of 2025, demand for red plums continued to grow, proving once again consumers’ preference for fresh, high-quality, locally sourced products.   Protein remains a constant choice in Romanian refrigerators, helping to maintain a nutritional balance that is essential for a healthy life. In terms of market share, meat remains at the top of the list, followed by yogurt and eggs.   When it comes to meat, pork varieties—especially neck and breast—are the most popular, with sales increasing in the summer compared to the rest of the year, supported by the barbecue season. In Carrefour’s portfolio, pork is on a steady upward trajectory in terms of volume, both in 2024 and this year.   Dairy consumption remains relatively stable in the summer, but preferences are shifting towards yogurts, especially drinkable ones. Plain yogurts continue to account for the largest share in the category, and Greek yogurt is gaining popularity, with significant double-digit growth in the summer of 2024 compared to 2023. Drinking yogurts, such as kefir and sana, stand out with a double-digit growth trend in the category, confirming the trend for healthy products. Buttermilk is following the same positive direction. In 2025, the same trend can be observed for yogurt.   Eggs complete the top of the protein list, maintaining a high purchase frequency. In the summer, consumers are increasingly choosing eggs from alternative systems – free range or organic – and smaller packs of between 6 and 10 eggs. These trends are supported by the Carrefour Quality Chain range, which guarantees the highest level of quality and local origin.   Grains are an essential part of a balanced diet and are a staple in the Romanian diet. The most popular are cereal mixes, followed by oat mixes, which are appreciated for their versatility and nutritional value. Carrefour’s portfolio includes a wide range of products, from plain oat flakes to muesli mixes with fruits and seeds, which meet the need for diversity and healthy eating.   The consumption of nuts and seeds remains relatively constant throughout the year, with a more noticeable increase in the seed category. In 2025, Carrefour customers’ shopping baskets show a maintenance of the previous year’s volumes. In the retailer’s portfolio, almonds and cashews remain the most sought-after, recording steady growth in the summer of 2024 compared to the summer of 2023, followed by pistachios. Among seeds, pumpkin seeds grew above the category average, confirming consumer interest in superfoods rich in fiber, protein, and omega-3, integrated into both quick snacks and healthy baking or dessert recipes.