Cigarette volume sales in Romania declined in 2024, continuing the downward trend observed in the previous year. While the category had rebounded in 2022 due to post-pandemic recovery, renewed declines followed in 2023 and 2024, driven by rising unit prices and greater health consciousness among consumers. The growing appeal of alternative tobacco products, particularly e-vapour and heated tobacco devices, also contributed to the decline, as these are perceived by many as healthier or more moder

In 2024, the Romanian tobacco market navigated a complex environment marked by economic pressure, evolving consumer behaviours and tightening regulation. The category faced declining volume sales, although rising prices helped sustain value growth. Cigarettes continued to dominate overall consumption but experienced further contraction as smokers explored alternative products or reduced usage altogether. Heated tobacco emerged as the most dynamic segment, buoyed by perceptions of lower health ri

Retail volume sales of cigars and cigarillos rose in 2024. Despite Romania's challenging economic context and declining purchasing power, this category remained resilient. Its relatively recent development in the Romanian market means there is still considerable room for growth, and its consumer base consists primarily of connoisseurs and affluent individuals who are less impacted by economic pressures. Nevertheless, growth was tempered by increasing health consciousness among consumers and risi

In 2024, value and volume sales of e-vapour products rose substantially. Both categories benefitted from growing consumer awareness and a widespread perception that they pose fewer health risks than traditional combustible cigarettes. Heated tobacco in particular gained from its widespread availability across mainstream retail channels, mirroring the distribution footprint of cigarettes. Brands such as IQOS leveraged strong brand loyalty and continuous product innovation to solidify their positi

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2024, Romania’s gardening sector experienced slower growth, following a double-digit expansion in 2023. This deceleration reflects a more cautious consumer outlook, shaped by persistent inflationary pressures and constrained disposable incomes. Compounding the slowdown were erratic weather patterns–ranging from unseasonal heatwaves to sporadic downpours– during critical planting periods, which dampened enthusiasm for large-scale garden projects. As a result, many consumers shifted toward comp

Retail current value sales of home furnishings continued to grow in 2024, albeit at a slightly slower pace than in the previous year, as inflation remained elevated–albeit significantly lower than in the previous two years–prompting Romanian households to moderate spending in this category. Indoor furniture sales exhibited modest growth, driven by continued demand for beds, mattresses and wardrobes, supported by local manufacturing and an increase in imports of modular dining tables and home off

In 2024, growth in retail current value sales of home and garden in Romania slowed slightly but remained moderate. However, amid elevated inflation, retail constant value sales continued to decline, albeit at a slower rate than in the previous year, with only gardening bucking the downward trend. The expansion in current value sales was supported by rising household incomes and a growing appetite for non-food purchases. The market retained a seasonal character, with major sales events such as Bl

Retail current value sales of home improvement continued to rise in Romania in 2024—albeit at a slower pace than in the previous year—supported by steady consumer investment in renovation and repair projects despite broader economic pressures. Households prioritised value-led upgrades, focusing on essential fixes, energy-efficient systems and aesthetic refreshes, particularly in older housing stock across regional towns and peri-urban areas. Persistent inflation influenced purchasing decisions,

The rate of growth in retail current value sales of homewares will slow in 2024. Homewares maintained healthy growth during the year, as households invested in enhancing everyday living spaces. Dinnerware and beverageware saw rising demand, driven by renewed enthusiasm for at-home entertaining and a desire to elevate casual dining experiences. Cookware and kitchen utensils benefited from a surge in home cooking and experimentation, with consumers seeking both functional and stylish design. Food-

Video games experienced strong growth in 2024, propelled by the rise of e-sports, multiplayer games, and gaming tournaments. Subscriptions played a role in shaping sales dynamics, and the increased accessibility of cloud gaming was facilitated by advancements in internet connectivity. E-commerce remained the leading sales channel, with retailers emphasising competitive pricing and streamlined operations. The rising presence of local developers is set to boost innovation and niche expertise. Roma

In 2024, toys and games in Romania saw robust growth, driven by high demand for video games, and a rise in educational and construction toys to support STEM learning. There is a growing preference for sustainable, high-quality toys made from eco-friendly materials. Local brands like Bumbu Toys and Mitzoko are gaining popularity with their premium, sustainable products. The role of e-commerce is growing, with Noriel and Jumbo offering online-exclusive discounts, such as 30% off selected Lego prod

Growth in traditional toys and games in 2024 was driven by rising demand for scientific/educational and construction toys, with LEGO Romania and D Toys performing strongly. Consumer preferences are increasingly shaped by sustainability, brand licensing, and digital features, boosting demand for high-quality, eco-friendly and tech-enhanced products. E-commerce and private label are reshaping the retail landscape, as companies like eMag.ro and Kidland expand their offerings and digital reach.

Men’s grooming in Romania witnessed robust growth in retail value terms, driven by the strong performance of categories like mass men’s bath and shower, mass deodorants, mass men’s skin care, and premium men’s skin care. New product launches in both the premium and mass segments have attracted new consumers. Men’s grooming is still very much developing in Romania, as traditionally men use only essential personal care products. Younger generations, like Generation Z and Generation Alpha, are driv

Oral care in Romania witnessed strong growth rates in retail value terms over 2024, with retail volume sales also picking up well on the previous year. Consumers in Romania increasingly recognise the importance of regular oral care, leading to heightened awareness and concern regarding dental health. This awareness has translated into a greater willingness amongst consumers to invest in oral hygiene products and accessories to maintain optimal oral health. Tooth whiteners, electric toothbrushes

Beauty and personal care in Romania continued to record steady value growth in 2024, albeit at a slightly slower pace on the previous year. The robust performance of the premium segment, specifically dermocosmetics, underpinned value growth. Falling inflation and rising average incomes also stimulated consumption and strengthened retail volume sales. Some consumers continued to trade down to private label and local brands, which are generally more affordable, notably in bath and shower and oral

Deodorants in Romania continued to record strong double-digit value growth in 2024, although the pace of value growth has slowed in line with lower unit price increases. The most popular deodorant formats (roll-ons, sticks and sprays), all recorded solid value growth in 2024. Stronger retail volume growth was supported by price increases and seasonal shifts in the weather, with longer and hotter summers brought on by climate change. Deodorant creams witnessed a decline in both retail value and v

Sun care in Romania reported dynamic growth in 2024 and was one of the most rapidly expanding categories within beauty and personal care. Seasonal changes in weather and Romania’s longer and hotter summers underpinned growth in sun care sales, reflecting the impact of climate change. Moreover, thanks to social media, a growing number of consumers are opting to use sun care products all year round. Traditionally, sun care was only used during the hot summer months or while sunbathing.

Bath and shower continued to record steady growth in retail value terms, driven by new product developments and the growing popularity of multi-step shower routines. Body wash/shower gel is the largest category by retail value and benefits from rising consumer awareness, especially in rural areas. Young consumers have been keen followers of multi-step shower routines, involving bar soap followed by a body wash/ shower gel, which has been popularised on social media.

Colour cosmetics in Romania witnessed a slowdown in value growth due to weaker unit price growth. Demand for colour cosmetics has remained strong since the COVID-19 pandemic. Consumers are keen to invest in new make-up and experiment with new looks. Price sensitivity is shaping demand patterns in 2024, with mass colour cosmetics outperforming premium lines across multiple categories. The growing popularity of using dupes (duplicates) of popular premium products, is driving sales in the mass segm

Hair care in Romania continued to record steady growth in retail value terms, driven by robust demand for conditioners and treatments, colourants, and salon professional hair care. More complex and sophisticated hair care routines are growing in popularity among Romanian women. The hair-cycling trend, whereby consumers rotate different hair care products throughout the week, such as masks, serums, and oils, is spreading in Romania in line with global trends. Hair glossing was another viral trend

Depilatories in Romania recorded steady growth in retail value terms, driven by sales of hair removers and women’s razors and blades. Value sales continued to be bolstered by rising unit prices following the sharp increases in recent years. The category faces some challenges as Romanians are increasingly opting for hair removal procedures in salons. At-home, IPL hair removal is also growing in popularity. Women’s pre-shave sales also lagged in both retail value and volume terms.

Fragrances in Romania continued to record steady value growth in 2024, albeit slightly lower than the previous year. Premium fragrances continue to outperform mass fragrances, since are often regarded as an affordable luxury, especially those from well-known designer brands. Premium fragrances are an entry-point to the luxury market for many consumers, especially during times of economic uncertainty. Overall, fragrances have already exceeded pre-pandemic levels in retail value terms, with this p

Skin care was one of the most dynamic categories within beauty and personal care in 2024, experiencing robust growth in both retail volume and current value terms. Romanian consumers are increasingly interested in the regular use of skin care products to maintain a clear complexion, an interest that is especially common amongst women, although increasing numbers of men are also becoming interested in maintaining a skin care routine. Global trends popularised on social media, product diversificat