Romanian retail & FMCG market – For all our readers abroad, these are the most important news from Romanian retail & FMCG market, in February 2026, provided by retail-FMCG.ro, the most read B2B online publication, in Romania, from the retail & FMCG niche.
EXPO RETAIL 2026 – Digital, Green & Tech, the fifth edition of the professional fair dedicated to technology, equipment and services for retail, e-commerce and FMCG industry, that will take place on the 23rd-24th of September 2026 at the Polytechnic National University of Science and Technology from Bucharest, announced the first partners and exhibitors.
Personalized offers for partners at contact@expo-retail.com or tel. +40720120456
Book your stand here: www.expo-retail.com/en/exibitors/
Retail – PENNY
PENNY Romania and the Academy of Economic Studies in Bucharest launched the study „The consolidation of national production in agrifood strategic sectors to reduce the commercial deficit in Romania”.
PENNY Romania announced the expansion at a national level of the Click & Collect service, which is available in all PENNY stores.
In the Sustainability Report for the 2024 year, PENNY Romania presented the processes that have been taken and the results obtained by the company for a responsible management of its impact on the environment.
PENNY Romania is a strategic partner of the Sustainability Board, a national program launched in 2025 and developed by Coca-Cola HBC Romania, through the sustainability platform #DupaNoi, and the Federation of Communitary Foundations in Romania, with the Communitary Foundation Prahova, as local partner.
PENNY Romania announced the extension of the partnership with the Romanian Federation of Football until 2030.
Retail – Kaufland
Kaufland Romania launched „When he wants something sweet, give him a sweet word”, its first psychonutrition campaign dedicated to parents and children in Romania.
Kaufland Romania launched the national campaign ”Kaufland is calling you!, an initiative for the local producers and small agriculture and food suppliers.
Kaufland Romania opened two new stores in Titu, Dambovita district, and in Pantelimon, Ilfov district.
Retail – Lidl
Lidl consolidated its presence at a national level and opened two new stores in Bragadiru and in Braila. Also, on the 12th of February, Lidl opened the first store in Intorsura Buzaului, Covasna district.
Retail – Ahold Delhaize
The financial results published by Ahold Delhaize for the fourth quarter and for the entire fiscal year 2025 confirmed a strong year at the group level, but for the local market, the stakes are much more concrete: Romania became one of the main vectors of growth in Europe, through the integration and performance of Mega Image and Profi Rom Food network.
The publishing of the Annual Report 2025 by Ahold Delhaize offered a complete overview of the financial and strategic performance of the group, in a year marked by increased integration, consolidation and investment. If the report of quarter results highlighted the sales dynamic, the annual document showed more clearly the important role of Romania in the European architecture of the group, through Profi and Mega Image operations.
Retail – Carrefour
Paval Holding, the investment vehicle of the Paval family and the majority stakeholder of Dedeman, signed an agreement of exclusive negotiation with Carrefour Group for the takeover of the operations in Romania.
The entrance of Paval Holding in exclusive negotiations to take over Carrefour Romania marked one of the most important steps in local retail in recent years and can represent a turning point for the food market and for the position of the Romanian capital in modern commerce.
The Carrefour group finished 2025 with sales of 91.5 billion euros (VAT included), increased with 2.8% LFL and an EBITDA of 4.5 billion euros. Also, Carrefour Romania had a growth with 1.5%.
After one day of publishing the financial results of the group for 2025, Carrefour presented a new strategic plan, „Carrefour 2030”, a growth and value creation offensive built around the customer, the brick-and-mortar store, and technology.
Retail – Auchan
Auchan Romania continued the development of one of the biggest circular economy programs in the Romanian retail, launched in premiere in 2019.
Retail – Profi
Starting with this month, Arad joined the biggest national program to support local small producers, made by Profi. Over 20 local small producers from Arad bring their products to the Local Goods Shelf in the Profi stores from Arad.
Retail – other retailers
The modern retail market in Romania overcame the threshold of 5 million sqm in 2025, after it delivered almost 190.000 sqm of new commercial spaces, with almost 20% over the average of the last five years, according to the annual report from Colliers.
REMEDIU, the Romanian network of health food stores, launched its first Concept Store of Health, an innovative space that combines the health food store with a health bar dedicated to functional beverages and modern nutrition.
CBRE, a world leader in consultancy and real estate services, analyzes, in its recent report, the perspectives of the Romanian market for this year, in which the first signs of improvement in the economy and a remarkable resilience of the retail, industrial and office segments stand out.
The developers of commercial spaces are accelerating and more than 750.000 sqm of retail schemes are in various construction and planning stages in the entire country, with a programmed delivery until 2029, according to the Romania Retail Marketbeat Q4 2025 report made by Cushman & Wakefield Echinox.
The Competition Council authorized, with conditions, the transaction through which Schwarz Group (Lidl and Kaufland), through Project Brazil Beta GmbH, takes over Supermarket La Cocos SA, after an investigation made by the authority.
The position expressed by the Ministry of Agriculture and Rural Development, through the Minister Florin Barbu, at the meetingof Agrifish Council, brought back into discussion the balance of power in the European agri-food chain. Romania supports a series of changes at the European Union regarding unfair trading practices, with the declared objective of protecting farmers and correcting imbalances between producers and large distribution chains. Specifically, the 4 proposed measures may amend Directive 2019/633 regarding the unfair trading practices in the agricultural and food supply chain.
NEPI Rockcastle, the third biggest commercial real estate company, obtained in 2025 the biggest distributed profit in its history, of 441 million euros, increased with 6.7% than the last year.
BIPA, the drug store brand of the REWE German group, continued the development on the Romanian market and opened the second store in Chiajna, in Chiajna Shopping Center, making a new step in the network development at a national level.
FMCG
The European project ACT4FOOD – Advanced Cybersecurity Tools for Critical Food Supply Chains officially started the activities, having as its main objective the consolidation of the cyber resilience of the European food chain, with a focus on the food supply chain, from farm to consumer.
Bergenbier S.A., part of the Molson Coors group, consolidated its leadership team and named Teodora Agafitei as Customer Excellence Director.
Ursus Breweries named Roman Trzaskalik as General Manager from the 1st of March 2026.
PepsiCo, one of the leaders of the food and beverages industry, announced changes in the local management team structure, as part of the organisational transformation process.
The new EU Law 2025/1891 marked a turn in European food safety, because, for the first time, the EU set maximum limits for the inorganic arsenic in fishery products – a change with direct impact on importers, processors and exporters in Romania.
Inter Conecter, the company from Timisoara specialized for over 25 years in import and distribution of coffee, sweets and premium food products, officially represents in Romania the Marlenka range of products, a brand internationally known for its traditional cakes with honey, made after Armenian recipes.
The launch of Amstel beer in Romania became, according to NielsenIQ data, the most successful label launch in 2026 in the beer category at a European level.
Ursus announced the results of the fourth edition of the campaign „Listen to the bear in you and be good”, developed in partnership with Conservation Carpathia Foundation.
Cris-Tim Family Holding S.A., the leader of the meats and ready-meals market in Romania, reported preliminary income of 1.155,6 million lei for 2025, marking an increase of 3% compared to the previous year.
Food Service
5 to go started 2026 with clear objectives of growth and consolidation. The brand wants to reach a market share of 72 million euros by the end of the year, to expand the network with 15 new locations in Bulgaria, 10 in the Republic of Moldova, and two in Ireland, and to have a total of 1000 cafes opened by March 2028.
Sphera Franchise Group, the leader of the foodservice market in Romania, announced the expansion of Taco Bell to the Republic of Moldova, by opening a food court restaurant in the Shopping MallDova in Chisinau.
Premier Restaurants Romania, the operator of McDonald’s restaurant chain in Romania, published the results of the first local study on the social-economic impact, made in collaboration with Oxford Economics for 2024.
E-commerce
The online supermarket Sezamo celebrated a year since launching the system to collect packages with SGR guarantee, directly integrated in the shopping experience, so that the clients do not spend too much time on shopping and recycling.
Services
Based on the information that appeared in the public space and to inform the public, ARMO, as a profile association, made some clarifications about the fiscal and logistical impact of taxing the non-EU packages.
Cargus, one of the biggest courier companies in Romania, finished 2025 with an increase of almost 9% of the market share, compared to 2024, reaching over 120 million euros.
The request for industrial and logistics spaces grew with 51% in 2025, reaching 1275 million sqm, the second-highest level in the modern history of the profile market, according to the data from Cushman & Wakefield Echinox.
The Romanian Commercial Bank (BCR) invested 182.2 million lei (almost 36 million euros) in NewCold Romania SRL, part of NewCold Group, one of the global leaders in automated cold storage solutions.
LEAFIO AI presented at EuroShop 2026, an extension of its software automation platform for retail, made to connect the planning decisions with the reality of the execution in stores.
The B2B Romanian industry does not live exclusively through the effort of the sales department. With access to the European economic space and the recent adherence to the Schengen space, Romania is in a privileged position to obtain an exponential growth of income in the B2B intern and international sector. How do these growing prospects look, what are the factors that influence them and how Romania can become a key player in the B2B sector in the region, we discovered from the analysis made by Zeph, the Romanian business growth agency, through digital tools.
BizzOS has officially launched as the first Management Operating System (MOS) in the world – a new software category that digitalizes for the first time the way in which the company management is operated, not just its activities and its data.
PayPoint Romania consolidated its national position as a payment facilitator in the payment services industry, finishing 2025 with a growth of almost 35% of the POS assisted terminas network.
Symphopay consolidated its position as a payment orchestration solution for retail on the Romanian market, after the successful implementation developed in over 175 Profi stores.
The Competition Council put on public debate on the commitment proposals made by Delivery Solutions S.A. (Sameday) to address the competition concerns identified in the context of the takeover of Cargus S.R.L. and its subsidiary, EOPS Solution S.R.L.
Unilever and Google Cloud announced a partnership for five years, meant to accelerate the Unilever company transformation by using advanced last-generation capacities of AI, data, platformas and marketing offered by Google Cloud.
Bolt Food Romania registered an increase in the market share in 2025, almost half more than in 2024, in a strange year for the delivery industry that was dominated by economic pressure and by much more cautious consumption.
Analysis
The Competition Council significantly intensified its activity in 2025, under an economic and geopolitical environment characterized by complex evolutions, with significant risks for market function.
The integration of AI became a real profit engine and is not just a theoretical option anymore for companies. According to the study ”AI architecture for B2B in 2026”, made by OPTI Software, the companies that use AI to generate personalized recommendations based on the transaction history register an average increase of orders with 15%.
In January 2026, 8 stores were opened in the local FMCG retail market.
In 2025, the relevant eCommerce for food retail, FMCG and quick delivery ecosystem showed less as a story about quick growth and more as a consolidation step. The market entered a stage in which difference is not made by request but by the capacity to constantly deliver, to operate profitably and to integrate the channels in a coherent omnichannel model. This is an overview of the local eCommerce market in 2025 in the retail & FMCG context. A retail-FMCG.ro material.
Events
Between the 22nd and 26th of February, Düsseldorf became the world capital of retail professionals. The biggest profile international fair, EuroShop, reunited almost 2000 exhibitors and 90.000 visitors from around the world, offering a complete perspective on the way in which commerce stepsout of the physical space limit to intelligent retail, founded on data about consumers and behaviors, automating and store concepts.
On the 17th of February, in Bucharest, Food Angels Hub, the angels community dedicated to supporting food businesses, organized its first Pitching Day of the year, dedicated to entrepreneurs who are searching for investments and partnerships.
Modern Expo, the producer of equipment and integrated solutions for retail, logistics and commercial spaces, has taken a record exhibition space of 1600 sqm at EuroShop 2026, becoming one of the biggest exhibitors from the most important retail fair in the world, in Düsseldorf, Germany.
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