FMCG market in Romania - statistics & facts
Romania's Fast-Moving Consumer Goods (FMCG) market reflects a dynamic landscape driven by various macro-categories, with food emerging as the predominant industry. Accounting for over half of the total FMCG market basket in the first half of 2023, the food segment showcased robust performance and consumer demand. Non-alcoholic beverages and pharmaceuticals closely followed, experiencing notable value growth. However, the country witnessed a high rise in inflation rates over two years, from a modest two percent in December 2020 to a peak of 16.8 percent in November 2022. Despite these fluctuations, in May 2023, the Consumer Price Index (CPI) declined to 10.6 percent.
In Romania's FMCG market, trade and sales dynamics reflect a mix of consumer preferences and international partnerships. Private labels, known for their lower advertising costs, usually offer products that are about 30 percent cheaper than other brands. Private label sales, especially in meat products, accounted for 36 percent of the top 10 most sold FMCG products.
Additionally, there is a growing trend towards plant-based alternatives, with sales of plant-based meat surging by 28 percent. Despite this growth, the country remains one of the smaller markets in the European Union for plant-based food retail, indicating potential for further expansion.
In addition, the total value of apparel article exports exceeded 1.4 billion euros. Italy emerged as the primary trade partner in this sector. Conversely, the total value of imported footwear into Romania amounted to 1.2 billion euros, reflecting a substantial surge of 41.3 percent since 2020. Once again, Italy played a pivotal role as the leading trade partner, with an import value of 288 million euros, closely followed by Poland.
Romania - not yet a vegan paradise
The food production industry in Romania thrived in 2022, with approximately 13,000 operating companies generating a revenue of 73.8 billion Romanian lei. The production, processing, and canning of meat and meat products stood out within this sector, accruing 22.1 billion Romanian lei in revenue.In Romania's FMCG market, trade and sales dynamics reflect a mix of consumer preferences and international partnerships. Private labels, known for their lower advertising costs, usually offer products that are about 30 percent cheaper than other brands. Private label sales, especially in meat products, accounted for 36 percent of the top 10 most sold FMCG products.
Additionally, there is a growing trend towards plant-based alternatives, with sales of plant-based meat surging by 28 percent. Despite this growth, the country remains one of the smaller markets in the European Union for plant-based food retail, indicating potential for further expansion.
In Romania, fashion matters
Romania's imports in the FMCG sector saw significant growth, with apparel articles worth over 1.1 billion euros, marking a 27.9 percent increase since 2020. Poland was the leading trade partner, with imports valued at over 196 million euros, followed by Germany and Italy.In addition, the total value of apparel article exports exceeded 1.4 billion euros. Italy emerged as the primary trade partner in this sector. Conversely, the total value of imported footwear into Romania amounted to 1.2 billion euros, reflecting a substantial surge of 41.3 percent since 2020. Once again, Italy played a pivotal role as the leading trade partner, with an import value of 288 million euros, closely followed by Poland.
