Romanian retail & FMCG market – For all our readers abroad, these are the most important news from Romanian retail & FMCG market, in April 2025, provided by retail-FMCG.ro, the most read B2B online publication, in Romania, from retail & FMCG niche.
EXPO RETAIL 2025 – Digital, Green & Tech, the fourth edition of the professional fair dedicated to technology, equipment and services for retail, e-commerce and FMCG industry, that will take place on the 24th-25th of September 2025, at the Polytechnic National University of Sciences and Technology of Bucharest, on a surface of 2.000 sqm and 50 available stands, announced new partners and exhibitors.
Book a stand here: www.expo-retail.com/en/exibitors or acquire a partner package.
More details and personalized offers for partners at contact@expo-retail.com of tel. +40 720 120 456
Retail – Lidl
Lidl Romania continued to support responsible habits of its clients, transforming them into rewards by launching the campaign „Recycle and win with Lidl Plus”.
Retail – PENNY
In 2022, PENNY Romania committed to an ambitious objective for TripluRo (3Ro): 60% of its range of products from PENNY stores must have the main ingredient from Romania, meaning that it has to be cultivated, raised, extracted, or manufactured in the country and to be processed and packaged in Romania.
PENNY Romania finished 2024 with a market share of over 9.4 billion lei, representing an increase of 13.47% from last year.
PENNY Romania continued to diversify the channels for home delivery and announced a new partnership with Bolt Food.
PENNY Romania opened the second store from Bragadiru.
Retail – Kaufland
Kaufland Romania launched „Easter at our home”, a new digital project dedicated to Easter, that highlights the charm of the contrast between life in the city and the one in the countryside.
Kaufland Romania expanded its national presence and opened the sixth store in Iasi, reaching 191 hypermarkets in Romania.
Retail – Auchan
We talked to Tiberiu Danetiu – Corporate Affairs & Retail Media Manager, Auchan Romania, about the Auchan Retail Media solutions, how they grew, and what the future perspectives are.
Auchan Romania continued to develop the ATAC Hiper Discount network, the format with an aggressive policy of small prices, and reached 8 stores with this concept, the newest store opening being in Bucharest.
Auchan launched the beer Fratica, consolidating its commitment to offering clients products made at the best quality-price ratio.
Retail – Carrefour
Bolt Food clients can shop now from Carrefour Hypermarket and Market stores, available in the app in 18 stores.
10.000 clients participated in the Local Producers market „From here, closer. From Mures”, a pilot project organized by Agrointeligenta Group, in partnership with Carrefour Romania and the Agriculture and Rural Development Ministry.
Retail – other retailers
GELD Capital Management and its subsidiary REPACO Capital consolidate their presence on the retail parks market in Romania, by opening Curtea de Arges Retail Park on 17th of April 2025, while a similar objective is in construction in Breaza, and one is in the final stage of notice – a retail park in Brasov.
Mall Moldova, the biggest commercial center in the Moldova region, officially opened in Iasi.
FMCG
Duro Romania, a company with over 30 years of tradition in making canned fruit, named Emilian Balaban as National Sales Manager.
Milka launched Milka Choco Croissant, a product that redefines pampering and brings the unmistakable chocolate experience in a completely new category, that of packaged pastries.
Starting on the 1st of April, Lyubomir Spasov took over the role of Country Topline Unit Leader at Danone Romania after he was Sales Manager for Danone Bulgaria.
Murfatlar Vinul reconfirmed its top position in the Romanian wine industry, gaining the most medals at the „Concours Mondial de Bruxelles 2025”, the session dedicated to rosé wines.
A regular consumption of coffee can increase the lifespan of a person by 2 years, contributing to a healthier ageing process, according to a review paper published in Ageing Research Reviews by the Romanian Association of Coffee.
The premium brand of vodka Finlandia launched a new campaign to connect with a younger public in Romania, advocating for the cultural change to a more conscious consumption of alcohol, more conscious and guided by values.
Food Service
At 30 years since opening the first restaurant in Romania, McDonald’s marked a key moment in its journey on the local market. With the investment that reached almost 600 million lei in the last 10 years, the company reached 106 restaurants all over the country and a team of over 7000 employees.
Wendy’s, one of the most well-known and iconic international brands of quick service restaurants, opened its first restaurant in Bucharest on the 24th of April, in Mega Mall Bucharest.
Hesburger, the biggest Finnish network of burgers and a well-known brand at the European level, opened the first drive-in restaurant in Romania, in Curtea de Arges, after an investment of 700.000 euros. Also, Heburger opened its first restaurant in the Moldova region, in Iasi, after an investment of 400.000 euros.
Sphera Franchise Group, the biggest foodservice operator in Romania, expanded its presence in Iasi by opening KFC Mall Moldova, the third KFC restaurant in town.
Premier Restaurants Romania, the operator of McDonald’s restaurants network in Romania, continued the expansion and opened the fifth restaurant in Iasi, located in the Mall Moldova commercial center. The operator registered in 2024 a market share of over 2 billion lei, a significant increase of 16% from last year.
Popeyes will open a new restaurant in Bucharest, the official opening will take place in May in the food-court zone of Mega Mall.
E-commerce
Sezamo online supermarket delivered in 2024 almost 14 million products and doubled the number of orders than last year. Sezamo continued to consolidate the market of e-grocery, adding to the portfolio over 500 products for Easter.
According to Eurostat data, Romanians own over 9.2 million pets, and the care for them is reflected in the orders made on eMAG: in the first year of PetShop, Romanians ordered almost 1.5 million food products, an increase registered in all the categories – from cats and dogs to birds, rodents, fish and reptiles.
According to Freshful by eMAG estimations, the average value of a shopping basket for Easter reached 1000 lei this year, with an increased need for traditional products, like lamb meat and cakes, but also for gourmet ingredients and international dishes.
Bonapp by Munch, the first mobile app in Romania dedicated to reducing food waste, marked an important step: from its launch in November 2021, the platform saved over 500 tons of food, helped users to save almost 2 million euros, and avoided over tons of greenhouse gas emissions.
Bolt launched Bolt Food in Suceava and Resita, the app through which users can order food from local restaurants, between the hours of 10:00 and 22:00, or can program deliveries with 72 hours in advance.
Rohlik Group launched Sezamo Xtra, the most ambitious membership program to now, which replaces the last Premium membership with a more valuable package.
Wolt, the technology company known for its platform of local commerce, will enter the Romanian market in May.
Bolt named Alexandra Dinovici as General Manager of Bolt Food Romania, in an important phase of development for the app, to consolidate its position in a competitive and mature market.
EcoBioGreen
Sustainable Futures, the platform of conversations for sustainable development, initiated by Social Innovation Solutions Association and supported by Coca-Cola Foundation, offers a complete ecosystem for start-ups and NGOs that are interested in implementing sustainable business models.
Servicii
Cristian Florea, named Best Tech Influencer in Romanian Influencers Awards 2024, launched his first course dedicated to creating video content, one of the most efficient tools for online visibility for the specialists from food and HoReCa who are interested in creating a powerful personal brand.
The average value of the shopping basket significantly fluctuated in March, and the consumers spent less at the end of last month than February, according to an analysis of consumption data collected from the retail networks by Fooprints AI.
Logwin, a global leader in transport and logistics, entered the Romanian market in 2019, with a clear focus on operational excellence and continuing innovation.
SAMEDAY, one of the biggest players on the courier market in Romania, announced the inauguration of the 5101st easybox in Romania.
Analysis
The messages in the traditional media don’t reach the customers. If they do, the customers already have some beliefs that are hard to change. At the same time, TikTok becomes an alternative public agenda – these are some of the conclusions highlighted by EXPUS: beyond conventional media, an analysis made by Golin, in collaboration with Path.
In March 2025, 17 stores were opened in the local FMCG retail market.
Kantar Romania launched, at the event dedicated to the clients, „Trust factor – how powerful brands navigate uncertain times, the top 20 brands that reached to inspire the biggest trust to Romanian consumers, based on the analysis of 162 labels in 12 domains.
Studies
The multimodal transport of goods is less used by companies in Romania, because of the insufficient development of the infrastructure, but the attraction of investment increases the cargo flows, exploiting the transport potential that Romania has. This is the conclusion of a study made by the Naval Supervisory Council and the National Railway Supervisory Council, within the Competition Council.
Romanians want to eat healthy, but the study „Food education in Romania” by AGRICOLA and iVox shows a difference between intention and practice.
Events
Schoenherr organizes on the 8th of May 2025 in Bucharest a relevant event for the representatives of the companies that are active in food production, processing, and distribution, on the food retail market, or in the restaurants and the catering domain, and for the profile associations.
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