• Romanian consumers' stress has reached alarming levels, fueled by continuous price increases and geopolitical tensions, with visible effects on purchasing behavior, reveals the latest study conducted by iSense Solutions.
In the first quarter of 2026, Romanians are increasingly feeling the economic, financial and international pressures. The Consumer Stress Score rose to 65,8 points in March 2026, immediately after the escalation of the conflict in Iran and the increase in fuel prices, compared to 63,3 points in February. The stress level thus remains firmly in the alert zone, causing more and more consumers to adjust their budgets and daily plans. Although cautious, they remain resilient and seek concrete solutions to protect both their financial stability and emotional balance.
Price developments continue to be the main source of anxiety: 92% of respondents say they are "quite a lot" or "very" worried about price increases, one of the highest levels ever recorded in this study. At the same time, 85% of urban Romanians anticipate that their income and financial stability will be affected in the next 12 months. Concern about job security has increased significantly, from 61% in February to 73% in March 2026.
To cope with these pressures, consumer behavior has adapted rapidly. 79% of Romanians go out to restaurants, bars or cafes less often in the first quarter of 2026, compared to 76% in 2025, indicating sustained pressure on the HoReCa sector. In parallel, "hunting" discounts has become a priority: 79% of consumers look for discounts in retailer apps, continuing an upward trend (69% in 2023, 73% in 2024 and 78% in 2025).
As a direct effect of financial stress, brand loyalty is noticeably declining. The percentage of those who, in the last three months, gave up their usual brand in favor of a cheaper one increased from 47% in 2024 to 55% in 2025 and reached 60% in the first quarter of 2026.
International conflicts also amplify the state of anxiety. 77% of Romanians are concerned about the evolution of the situation in Iran, and 74% about that in Ukraine. The degree of concern related to the Iranian conflict is more pronounced among women (81%), residents of small towns (83%) and people with lower incomes (87%). The impact is also reflected in the increase in the perception of national insecurity, from 77% in February to 81% in March 2026. At the same time, three quarters of Romanians feel the need to relax more, 27% declare themselves nervous, and 29% feel pessimistic.
The increase in the Consumer Stress Score represents a clear alarm signal regarding the emotional state and perceptions of consumers. In a context marked by uncertainty, people become more attentive, more cautious and more sensitive to any economic or geopolitical change. Close monitoring of these developments is essential to understand the transformations in consumer behavior and the expectations that Romanians have towards companies and institutions.
The data comes from the Consumer Stress Score study conducted online in March 2026 on a sample of 524 urban respondents, internet users, aged between 18 and 65. The maximum margin of error is ±4,3%, at a confidence level of 95%.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
Read on White Art and: Maiaua – the foundation of artisanal bakery
