• The recent study conducted by YouGov Shopper reveals a profound transformation in the behavior of Romanian consumers of consumer goods.
In the current economic context, marked by technical recession and heightened budgetary pressure, shopperConsumers are becoming more calculated, value-oriented and highly sensitive to any opportunity to save. Promotions are no longer just an occasional incentive, but a central strategic factor influencing daily purchasing decisions.
According to YouGov Shopper Panel data, the share of promotional sales in the total FMCG market continued to grow, reaching significant levels in the second half of the period under review. The categories with the highest promotional visibility include beer, cider, laundry detergents, wine and spirits. Skincare products have seen notable increases in the share of promotions, especially during periods with seasonal impact. On the other hand, categories such as water, frozen products and snacks remain below the general average in terms of the share of discounts.
A key aspect highlighted by YouGov is the change in the dynamics of retail format choice. Promotions have become a decisive criterion in hypermarkets and discounters, where consumers practice intensive "cherry picking" – that is, the targeted selection of products on sale. In contrast, convenience stores rely more on convenience than price to maintain loyalty.
Private brands gain strategic ground
The study shows a visible return of the private label segment ( (private-label), which has been adding significant percentage points in recent periods, reaching a stable share of around 24,4% of total FMCG spending. Discounters dominate this segment, with over 50% of the basket value in many cases, supported by promotions that stimulate both strong market entry and loyalty. YouGov highlights that, in the current economic climate, private labels are moving from a complementary role to a strategic one, especially when supported by well-targeted promotional campaigns.
Consumers are increasingly adopting digital tools to optimize spending: over half access retailers’ mobile apps before making purchases, and a similar percentage join loyalty programs. Shopping lists and digital coupons complete the arsenal of pragmatic strategies.
Budgetary pressure and conscious choices
The most recent results of YouGov Shopper Behavior Change Survey indicates a visible deterioration in the financial situation of Romanian households. Almost half of them (45%) barely manage to cover current expenses – a significant increase compared to previous periods. This reality determines increased caution: focusing on essential products, migrating to more affordable options and rigorous planning of moments of "spoiling", which are becoming more and more occasional.
Inflation has affected different categories unevenly, and consumers are responding by eliminating or reducing purchases from indulgence areas. At the same time, discounters have consolidated their market position, with Lidl maintaining its leadership and PENNY recording strong momentum. The online channel continues to grow rapidly, appreciated for the ease of comparing prices and promotions.
Compared to the European average, Romania still lags behind other countries in terms of the overall share of promotions in FMCG, which suggests significant optimization potential for retailers and brands.
Prospects for the current period
YouGov study outlines a 2026 dominated by caution and strict choices. Consumers will prioritize real value, private brands, discountand a careful selection of new products. Promotions will continue to play a decisive role, but success will depend on players' ability to intelligently integrate them into broader strategies of operational efficiency, digitalization and a deep understanding of shopper needs.
In conclusion, YouGov data demonstrates that the pragmatism of the Romanian consumer does not eliminate the desire for quality, but redirects it towards smart and affordable options. Brands and retailers that will know how to anticipate and respond to this new reality – through relevant promotions, transparency and consistent value – will gain a sustainable competitive advantage in an increasingly demanding market.
Article Source: Romanian Retail & FMCG Yearly Review: 2026, a Year of Recalibration
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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