Consumer Values and Behaviour in Romania

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Romania report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Romania report answers:

  • How is the consumer mindset in Romania changing? In Romania, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Romania purchase decisions?
  • Where and how do consumers shop in Romania?
  • What health-related activities do consumers in Romania participate in?
  • What megatrends should I focus on in Romania (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Romania
Consumers in Romania have complex ideals, preferences and concerns
Younger generations say that being active in the community is important to them
Consumers in Romania like testing out new offerings
Millennials want to interact with brands and influence innovation
Consumers in Romania say it is likely that they will be happier in future
Younger generations believe their lives will be better in future
While at home, consumers in Romania connect with friends or family virtually
Energy efficient remains the most desired home feature
Consumers prefer to cook or bake dishes for themselves
Consumers in Romania say that another member of the family usually prepares meals
Gen Z say that eating out at restaurants provides a more enjoyable experience
Baby Boomers focused on looking for healthy ingredients in food and beverages
Older generations expect to set their own work hours
Romanians primarily desire to attain a lucrative wage
Consumers in Romania say they uphold a division between their job and private life
Consumers in Romania enjoy socialising with friends online
Younger generations enjoy going to sporting events
Romanians seek getting the best return on money spent when travelling
Gen X expect unwinding options when travelling
Consumers engage in walking or hiking
Younger generations enjoy running or jogging as exercise
Consumers are interested in herbal remedies to improve wellbeing
Consumers are concerned about climate change
Consumers actively pursuing environmentally-conscious lifestyles
Consumers in Romania motivated to utilize packaging that is environmentally sustainable
Consumers in Romania share opinion on social/political issues on media
Romanians like to visit shopping malls
Older generations explore shops even if they have no intension of purchasing anything
Consumers try to lead a minimalist lifestyle and do not buy new items unless necessary
Older generations look for reputable or popular labels
Romanians subscribe to digital platforms for streaming content
Consumers set to increase spending on health and wellness
Gen Z set to increase spending on new technology the most
Romanians are able to regularly save a portion of their income
Millennials show apprehension regarding their current financial condition
Saving money remains priority over the next 12 months
Consumers are proactive in managing data sharing and privacy settings
Younger generations freely share personal information online
Consumers in Romania utilise platforms for communicating digitally
Younger generations regularly use apps to track health or fitness
Gen Z c onsumers frequently purchase items or services online
Consumers in Romania follow or like companies' social media feed or posts
Gen Z purchase an item through social networking sites
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