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

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.