Romanian FMCG Retail – The most important news from April 2021

Romanian FMCG Retail – For all our readers abroad, these are the most important news from Romanian FMCG Retail Market and FMCG industry, in April 2021, provided by, the most read B2B publication in online, in Romania, from retail & FMCG niche., the B2B publication dedicated to retail, FMCG industry & eCommerce sector, launched the online platform B2B Meetings, the meeting place of demand with the offer of retail services. The platform has the role of scheduling virtual or physical business meetings between retail service providers and retail companies.

retailRetail – Lidl

As part of its strategy REset Plastic, Lidl implemented constantly measures to reduce the usage of plastic and, at the same time, to focus more on the recycled plastic.

Under the umbrella „For better future”, Lidl Romania continued to invest in strategic partnerships that follow the three directions of social investment of the company: education, environment and development of emergency services.

Lidl Romania continued the investment in Romania by opening a new store in Timisoara, on 15th of April.

Retail – Profi

Profi, the retailer with the largest network of stores in Romania, opened in March 2021 a number of 19 stores and in April 2021 a number of 10 new stores.

The Competition Council announced that it is analyzing the operation through which Profi Rom Food SRL, the operator of the largest network of stores in Romania – PROFI, wants to acquire 10 commercial spaces from the company Pronto Mobile SRL, situated in Bucharest.

Retail – Carrefour

Carrefour Romania launched the third edition of the program „Raising BIO Romania”, a national movement to support the sustainable agriculture and to encourage the healthy habits of consume, based on bio products.

The exclusive brand TEX from Carrefour continued this year the steps for a fashion created with respect for nature, under the umbrella TEX Responsabil.

Carrefour continued to develop its products labeled Filiera Calitatii, by applying, for the first time in Romania, the blockchain technology in food sector.

Retail – PENNY

At the BREEAM Awards 2021 competition, the project PENNY Otopeni won the award for the most sustainable project in Central and Eastern Europe.

PENNY discounter continued its expansion plan in Romania by opening the third store in Pitesti, Arges district, and two new stores in Flamanzi and Rosiorii de Vede, reaching 283 units in Romania.

Retail – Auchan

The two Medical Support Units organised by Auchan Retail Romania, with Leroy Merlin Romania, with the support of Healthy Ministry, of the Department of Emergency Situations and of the authorities from Cluj, have been awarded with the first place at the Health category, in the editions of this year CSR Romanian Awards gala.

Until 15th of May, Auchan hypermarkets from 15 cities organize their buy-back program for household appliances.

Starting with 16th of April, the program „A new life by Auchan” extended in the Timisoara Nord hypermarket, this being the third location of the retailer involved in the project.

Glovo and Auchan extended their existent partnership and increase their list of available products in the app with prepared meals from gastro zone of Auchan hypermarkets.

Retail – Kaufland

Kaufland Romania, the forth most powerful company in the country based on the market share and one of the biggest private employers, announced the financial results: the retailer reached a turnover of 12.92 billion lei (March 2020 – February 2021). The increase was 9% in FY2020 vs FY2019.

Kaufland Romania makes available for free, weekly quick Covid-19 antigen tests, for all employees from the stores, logistics warehouses and central headquarters.

Kaufland Romania introduced in the stores K-Scan, a new service that offers to the clients the possibility to enjoy more safety and more quickly shopping.

Kaufland Romania continued the expansion plans in 2021 and opened on 22nd of April 2021 a store in Tarnaveni, Mures district, reaching a national network of 142 hypermarkets.

Retail – cora

cora Romania reconfirmed the care for environment and launched also this year its own program Scrap for household appliances, through which the clients that buy new devices and leave the used equipment get a shopping voucher of 200 lei.

Retail – other retailers

The three commercial centers – AFI Cotroceni, AFI Ploiesti and AFI Brasov – part of AFI Europe group continued this year to apply the additional measures to develop the activity in safety conditions and implements an innovative air purification system aimed at preparing buildings for unpredictable situations.

AMRCR (The Association of the Biggest Commercial Stores in Romania) drew attention that the EU Directive against the unfair commercial practices – substantially modified by the Romanian Senate – including some anti-competitive provisions, can discourage the commercial relations and programs that support local producers.


TOPGEL, the biggest Romanian producer of ice-cream, announced the acquisition of 100% of Secret Prod SRL company from Braila.

LONCOLOR, Romanian brand and leader on the market of hair dye category, prepared for more than a year a big relaunching project for the most popular range in the portfolio: LONCOLOR ULTRA.

Coca-Cola Romania invested 2 millions euro in the factory from Timisoara and brought the Keel Clip technology in Romania, substituting the plastic wrap used for the dose boxes with a collective package of biodegradable and recyclable cardboard. As part of the organizational transforming process of Coca-Cola, there have been made a series of changes including in the Romanian organization.

URSUS Breweries announced changes in the executive team of the company having two new vice-presidents for the Marketing and Sales team.

For over 170 years, Carlsberg constantly innovates and launched the new global visual identity in Romania, starting with this spring.

The One Hundred Percent Romania Association launched, in partnership with 5 high schools in Bucharest, the program dedicated to conscious eating, with intention and attention, under the name „Taste with attention. Enjoy the moment”.

Alpin 57 Lux, one of the biggest producer companies of ice-cream in Romania, part of Food Union International Group, with an expertise of 27 years in the domain, invited us this year in a trip of exotic tastes and brought on the local market the delicious and flavored new products from the Ekselence premium range.

Tohani Romania exceeded 1 million bottles of Feteasca Neagra, the most sold variety of red wine in Romania.

MASPEX Romania, one of the most important players from FMCG industry, in partnership with Alpin 57 Lux, one of the biggest producer companies of ice-cream in Romania, part of Food Union International Group, launched on the local market TEDI ice-cream.

Procter & Gamble opened a new production unit in Urlati, Prahova district – Romania.

Nestlé wants to inspire every day people to make healthy choices, to adopt an active and balanced lifestyle, especially from the nutritional point of view, and that’s why it comes with healthier alternatives for their favorite products. In this spring it came in Romania with news at all products categories: from coffee and breakfast cereals to culinary products.

Farmec, the biggest Romanian producer of cosmetics, registered in the period before Easter and Christmas holidays a doubling of sales than the rest of the year.

Food Service

ialoc, the Romanian platform for online reservations for restaurants, launched in Romania ialoc ToGo, the first virtual drive thru, a concept that in other countries became part of the sales channels of the restaurants.

Burger King Romania announced that the most awaited Plant-Based products – Plant-Based Whopper and Plant-Based Nuggets – came in Romania. Afetr opening six new restaurants in the first year on the Romanian market, AmRest, one of the biggest European platform of restaurants and food services, opened a new Burger King restaurant in the center of Bucharest.

Taco Bell opened a new restaurant in Iasi, the first one in the city, in Palas Mall, reaching 12 reastaurants in the country.

LifeBox, leader on the market of healthy food delivery in Romania, estimated that sales of special menus for Easter will increase with 50% this season, than the same period of last year.

McDonald’s is beside the employees from the First Line and offered 14.000 menus as a sign of appreciation for the efforts that these people make everyday for over a year againsta the new coronavirus.


Four years after its launch, Stockday, the platform of business-2-business e-commerce, developed by HEINEKEN Romania, expands and diversifies its offer, by including Coca-Cola HBC Romania portfolio, leader of the local industry of beverages.

A year ago, when the first cases of Covid-19 were confirmed in Romania, over 3000 people from eMAG started to work from home., the platform dedicated to Romanians passionate about wine, celebrated one year of activity.

Macromex, leader in the industry of food products, on the segment of frozen and refrigerated products, in Romania, launched the online store Food Concierge, a fast cooking concept with the help of which it can be cooked smart and that addresses to all the consumer categories, from food influencers, people that love to cook, lovers of culinary art, and also to the ones that appreciate a gourmet dinner, but don’t cook.

The technology company 2Performant, leader on the affiliated marketing market in Romania, listed on the AeRO market of BVB (2P symbol), approved at the General Meeting of Shareholders on 23rd of April the budget of incomes and expenses from this year, according to which the company is targeting a market share of 25,58 millions lei, increasing with 26% than in 2020.

Mega Image extended its own quick delivery service, in two hours, for the shopping from the online supermarket from the mobile app MEGA IMAGE and now has a coverage in all the biggest cities in the country – Bucharest, Brasov, Cluj, Timisoara, Iasi, Ploiesti.


The technology company 2Performant, leader on the affiliated marketing market in Romania, listed on the AeRO market of BVB (2P symbol), announced the organization of the company in two Business Units: 2Performant Romania and Bulgaria and 2Performant Growth Unit. The Business Unit from Romania and Bulgaria is managed by Raluca Negrea, Country Manager Romania and Bulgaria 2Performant, and is focused on the operations for the validated markets in which 2Performant is already active, with a powerful position.

Paul Barnett has been named the President of Ursus Breweries, a position that will have from June 2021. In the same time, Dragos Constantinescu has been promoted in the role of Managing Director of the division that includes Germany, Austria, Czech Republic and Slovakia, part of the group Asahi Europe & International.


ROPECO Bucharest, the main local supplier of solutions and equipment in the field of cash processing, implemented in cora hypermarkets the cash recirculation solution Glory CASHINFINITY ™ CI-200 for back-office. The supplier implemented in the Express cash registers zone from Kaufland hypermarkets the solution GLORY CASHINFINITY CI 10, a revolutionary system of recirculation of money projected to transform the mode in which are the cash payments made in retail.

Tassid Holding, the company from Sibiu that offers sanitation and disinfection services for retail trolleys and shopping baskets, extended its existent services and added new ones in 2020.

Mastercard, the technology company in the global industry of payment, launched the campaign „Market on the road”, a project that advocates for the equality of chances and financial independence and marched a premiere in Romania: taxing the activity of the small producers in the rural zones and making road trade accessible for card payment.

Road opener for everything that means today as merchandising services in the promoting strategies of modern retail players, ESSA Group, one of the biggest companies on the trade marketing and sales market in the country, accelerated the development of the merchandising division, that last year reached 82% of the market share as 15 millions euro of the company.


In March 2021, in grocery retail in Romania were opened 26 stores, in this account entering just the stores opened and officially released by the retailers.

The Romanian Brewers Association announced the beer market evolution in 2020.

The beginning of the year 2021, more exactly the period January – February 2021, registered a slowly start of sales in the modern retail (IKA) than the last years, reaching 6,3% than 2020, while for the beginning of 2020 the start of sales was of 17,2% vs 2019, according to the recent report, edition number 14, of RetailZoom Sales Journal, a company dedicated to reporting sales data in the modern commerce through advanced business intellingence technology.

The market share for food retail is estimated around the level of 130 billions lei in 2020, after, in 2019, this sector registered 118 billions lei, according to the most recent analysis from Keysfin.


The coffee offers a complex mix of different tastes, that produce together a range of sensorial experiences.

Romania registered the biggest individual consume of bread in the EU, but also the smallest price on this product, being with 47% cheaper than the European average, according to the data from Eurostat. Romania exports bread products in Europe, but also outside the continent, including sweet breads and frozen products. Given this data and the Easter holidays that can influence the shopping decision, Reveal Marketing Research developed a study about the consume habits of Romanians for the bread products.

Romanians declare that they are conscious about the impact that the production and consume of food products have on the environment and on the health, but the sustainability of food products is the last criteria in the acquiring decision, shows a survey made by Upfield, global leader on the vegetable products and owner of the margarine brands Rama, Delma and Becel.


12 teams from the three categories of products, Fashion, Beauty and Books, entered in the National League of Marketing, the first competition of marketing in Romania, organised by 2Performant, leader of affiliated marketing market in Romania and technology company listed at BVB (P2 symbol).

The week 5-11 of April 2021, marched the first step in the Marketing National League competition, the first marketing competition on teams in Romania that was launched by the technology company 2Performant.

GPeC SUMMIT – the most important event of E-commerce & Digital Marketing in Eastern Europe – will take place exclusively online on 24 and 25th of May.

Bucharest Tech Week, the festival organized by UNIVERSUM Events, that transforms for 5 years Bucharest in a technology town, returns this year with an edition adapted to the restricted conditions, and will take place between 18 – 23rd of May 2021.

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