The fast-moving consumer goods (FMCG) market in Romania continued its positive trajectory in 2026, benefiting from moderating inflation, a slight recovery in purchasing power, and a return to growth in sales volumes; total FMCG sales reached 91.8 billion lei in the first nine months of the year, an increase of 4.8% compared to the same period in 2025, according to a specialized analysis released on Thursday.

'The FMCG market in Romania has evolved within a complex economic context. Consumers have remained cautious and have already adapted to a persistent state of economic uncertainty; however, signs of stabilization have become visible. While the economic outlook at the European level has remained largely unchanged, Romania has seen a gradual improvement compared to previous months. At the same time, inflationary pressures have continued to ease from the peaks recorded in recent years, curbing the decline in purchasing power and allowing consumers to return to higher purchase volumes,' reveals an analysis by NielsenIQ (NIQ).

The food category continues to represent the largest component of FMCG spending, generating sales of 50.1 billion lei and recording a 5.3% increase in value....

Food products accounted for approximately 55% of total FMCG expenditure, maintaining their role as the primary contributor to market growth.

Among the major sectors, non-alcoholic beverages saw the fastest growth, with an annual increase of 6.6%. Sustained demand, continuous innovation, and favorable weather conditions during certain times of the year contributed to the expansion of this category. The non-food sector recorded a growth of 3.1%, while alcoholic beverages advanced at a more moderate pace of 1.8%, amid a more selective consumer approach toward discretionary purchases.

The market also highlighted an increasingly pronounced polarization between categories. Fresh products and essentials continued to attract consumer interest, while certain categories associated with impulse purchases or indulgence saw lower demand in terms of volume, reflecting a continued focus on prioritization when managing household budgets.

'Romanian consumers have continued to gravitate toward retail formats that combine the benefits of price, proximity, and convenience. Supermarkets and discounters emerged as the clear winners during the first nine months of 2026, accounting for nearly half of total FMCG sales and posting an 8.9% increase, a rate significantly higher than the overall market trend. Traditional retail, while still representing a substantial share of FMCG sales, saw a value growth of only 0.2%. Hypermarkets, with a 2.6% increase, showed a value growth rate that lagged behind the pace at which their store count expanded,' note the experts at NIQ.

The expansion of modern retail continues. International retail chains have opened over 250 new stores since the beginning of the year, strengthening their nationwide presence and improving accessibility for consumers.


Purchasing behavior also evolved throughout the year. Consumers visited stores more frequently, while the value of their shopping baskets reflected an ongoing concern for spending efficiency and obtaining the best value for money.

Accounting for 21.3% of total national sales, private labels have become an affordable and reliable alternative to established brands, gaining 0.3 percentage points in value-based market share, a growth driven primarily by food categories and soft drinks.

E-commerce has significantly outpaced offline channels. The FMCG e-commerce segment has continued its rapid expansion, remaining one of the most dynamic components of the market. Online sales saw a 14.8% increase in value, a growth rate nearly three times faster than that recorded by 'brick-and-mortar' channels. The double-digit performance observed across all major sectors confirms growing consumer confidence in purchasing food and fast-moving consumer goods (FMCG) online, the analysis highlights.

E-commerce has significantly outpaced offline channels. The FMCG e-commerce segment has continued its rapid expansion, remaining one of the most dynamic components of the market. Online sales saw a 14.8% increase in value, a growth rate nearly three times faster than that recorded by 'brick-and-mortar' channels. The double-digit performance observed across all major sectors confirms growing consumer confidence in purchasing food and fast-moving consumer goods (FMCG) online, the analysis highlights.

Sales generated through promotions reached approximately 6.1 billion lei, while promotional efficiency remained stable at 50.6%, indicating that half of the promotional sales generated additional consumption, rather than merely representing a shift of purchases from full-price to discounted-price items.

Promotional pressure has intensified, particularly within the beverage category. Both alcoholic and non-alcoholic drinks have shown an increased reliance on promotional activities compared to the previous year. This trend reflects the efforts of manufacturers and retailers to stimulate demand, in a climate where consumers remain highly focused on affordability and value.

'As inflation normalizes and purchasing power shows signs of recovery, the FMCG market in Romania is entering a phase of healthier growth, characterized by a rebound in volumes, resilient demand for food products, and the ongoing transformation of retail channels. Supermarkets, discounters, and e-commerce remain the primary beneficiaries of shifting consumer behavior, while promotions continue to be an essential tool for attracting shoppers in an increasingly competitive environment. The overall outlook for the end of 2026 is one of cautious optimism: the FMCG industry is among the most resilient sectors during financially challenging times, periods when Romanian consumers cut back on discretionary spending and shift their focus toward at-home consumption, which in turn benefits the retail of fast-moving consumer goods. As inflation subsides and purchasing power gradually recovers, consumers are expected to increase their spending, creating new opportunities for both retailers and manufacturers within the FMCG industry,' the authors of the analysis conclude.

NielsenIQ (NIQ) is a global market research company. AGERPRES (RO - writing by: Oana Tilica; EN - writing by: Catalin Cristian Trandafir)