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Romania's beer market is seeing changing consumer habits as economic pressures encourage more people to drink at home and drive growing demand for alcohol-free beer, according to a study commissioned by the Brewers of Romania association.The survey, conducted by Reveal Marketing Research, found that half of Romanian adults consume alcoholic beer at least once a week. Weekly consumption remains higher among men (66%), although more than one-third of women (35%) also drink beer weekly.Alcohol-free beer continues to gain popularity, with 31% of respondents saying they consume it, rising to 39% among people aged 35 to 44.According to the study, economic pressures have also reshaped drinking habits, with consumers becoming more selective about when and where they drink. More than half of respondents (54%) said they usually consume beer at home, while bottled or canned beer remains the preferred format. In bars and restaurants, 60% prefer bottled beer, while 36% choose draught beer, with the latter proving particularly popular among higher-income consumers and younger adults."The long-standing role of beer as a facilitator of social interaction remains strong, but we are also seeing changing consumption patterns shaped by the current economic environment," Constantin Bratu, director general of the Brewers of Romania association, said in a statement.The survey also found that consumers place considerable trust in personal recommendations, with 67% saying they rely primarily on friends when choosing beverages. At the same time, while 51% prefer familiar beer brands, an identical share said they enjoy trying new varieties, pointing to continued consumer openness to innovation.The online survey was conducted in March 2026 among a representative sample of 1,006 Romanian internet users aged 18 and over from both urban and rural areas.Romania's beer market contracted by 4% in 2025 to 14.4 million hectolitres, its lowest level in two decades, following a 26.2% increase in beer excise duty over the previous 15 months, according to the Brewers of Romania association.
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