Some 77 pct of Romanian companies invest in renewable-energy amid circular-economy transition

Almost eight in ten companies in Romania (77%) are investing in renewable-energy use as part of their transition toward a circular-economy model, driven by new EU regulations and the need to reduce operational costs, according to a Deloitte study.The report "Circular Economy. Perception and Implementation Stage in Romania 2025-2026", shows that renewable energy is the main direction for companies engaged in circular-economy measures. Other priorities include employee training and re-technologisation (62%), optimising resource use and choosing raw materials (54%), as well as research, development and innovation projects (54%).Deloitte notes that interest in circularity remains high amid pressure from new European rules such as cross-border waste-shipment restrictions, stricter packaging-reduction and recycling requirements, and product-design rules aligned with environmental standards, combined with the need to cut operating costs. As a result, more organisations in Romania now associate the circular economy not only with compliance but also with resource efficiency, resilience, and long-term competitiveness.Financing remains a major challenge. Companies rely mainly on own funds (84%) and bank loans, while access to EU funds and public programmes is still limited. The study attributes this to complex administrative procedures, high bureaucracy, unpredictable support mechanisms and a lack of expertise needed to develop and implement eligible projects.Adrian Teampau, Director for Environmental Taxation and Circular Economy at Deloitte Romania, said that circular-economy principles are increasingly integrated into business decisions as a response to cost, resource and regulatory pressures. He added that companies focus first on measures with direct and rapid impact, but fully unlocking the model's potential requires accelerating structural initiatives such as eco-design and business-model transformation.Companies participating in the study say the highest costs are linked to re-technologisation and equipment upgrades (58%), renewable-energy solutions (40%), and research, development and innovation activities (38%). At the same time, they face significant pressure related to investment profitability, cost recovery, maintaining competitiveness and volatility in energy and resource prices.Consumer interest in sustainable products and services is rising in Romania, with growing attention to environmental impact, reuse and recycling. Companies observe increased demand for sustainable products, repair and reuse options, reduced environmental footprint, recyclable packaging and responsible consumption practices. However, price remains the main purchasing criterion, indicating that the local market is still highly cost-sensitive and that the benefits of the circular economy are not yet fully integrated into consumer behaviour, the study notes.Anca Andrei-Cimbru, Manager for Environmental Taxation and Circular Economy at Deloitte Romania, said the transition toward sustainability-integrated business models is driven by a mix of economic, regulatory and market factors. According to her, companies must balance short-term efficiency with strategic investment. Access to financing and internal-skills development will be essential for accelerating the transition, and organisations that address these challenges proactively will gain a competitive advantage in an increasingly volatile environment.Although familiarity with circular-economy principles is high among the companies surveyed, implementation remains uneven across industries and organisation types. Large companies and those directly exposed to international standards show higher maturity levels. Overall, the circular economy is consolidating its role as a key element of business strategy, but the pace of adoption will depend on companies' ability to overcome current barriers and sustain medium- and long-term transformation.The Deloitte study analyses how the circular-economy concept is understood locally and evaluates progress in adopting this development model. The latest edition is based on data collected between September 2025 and April 2026 from 55 companies operating in Romania - entrepreneurial businesses or subsidiaries of multinational corporations - from sectors such as manufacturing, FMCG, construction and services, with respondents from sustainability departments and top management.Deloitte Romania, together with Reff & Associates | Deloitte Legal, provides audit, tax and legal advisory, financial consulting, risk management and technology consulting services.