Romanian retail & FMCG market – For all our readers abroad, these are the most important news from Romanian retail & FMCG market, in March 2025, provided by retail-FMCG.ro, the most read B2B online publication, in Romania, from retail & FMCG niche.
„EXPO RETAIL – Digital, Green & Tech has become a benchmark exhibition event in the Romanian market, distinguished by its uniqueness and the professionalism of everyone involved, from organizers to exhibitors and visitors. As market leaders in our segment, it was a natural decision to join other industry leaders at this prestigious event.
Participating in EXPO RETAIL 2024 was a valuable opportunity to discover innovative solutions, collaborate with industry experts, and align with the latest trends in retail. This event has inspired us to innovate and develop strategies that meet the needs of Romanian consumers while actively contributing to the growth of this sector.” — Alexandra Pescaru, Business Development Director, POS Media Romania.
POS Media Romania Returns to EXPO RETAIL 2025 – Digital, Green & Tech as a GROW Partner.
Join EXPO RETAIL 2025 – Digital, Green & Tech, the 4th edition of the professional trade fair dedicated to technology, equipment, and services for retail, eCommerce, the FMCG industry, and the Food Service & HoReCa sectors. This flagship event brings together the most important market players alongside providers of cutting-edge technological solutions and innovative equipment!
On September 24-25, 2025, at the National University of Science and Technology POLITEHNICA Bucharest, exhibitors will have the opportunity to showcase their solutions and services to an audience of decision-makers and retail professionals. The event features exhibition areas, networking sessions, and pre-scheduled business meetings.
Be part of EXPO RETAIL 2025! Register now as an exhibitor and seize the opportunity to present your solutions to the most influential players in retail.
Book your stand now on our dedicated platform: www.expo-retail.com/en/exibitors
More details and personalized offers for partners at contact@expo-retail.com of tel. +40 720 120 456
Retail – Supeco
Supeco, the network with 27 discount stores, launched the official WhatsApp channel to offer Romanian quick access to the newest promotions and digital catalogues, directly on their phones.
Retail – Auchan
Auchan Retail, one of the main players in international retail, registered a stabilization of results in the second half of 2024, after a difficult first half of the year.
Auchan Retail Romania is known at an international level for its commitment to sustainability, being the first and only retailer in Southeastern Europe that is included in „50 SDG Leaders”, a collection of documentary interviews on CNBC.com, the online platform of one of the main American TV channels.
Auchan Romania continued the development of its franchise program that was launched in June 2024 and reached 20 Simply by Auchan stores.
Retail – Lidl
Lidl accelerated its expansion in Romania: the retailer opened 12 new stores in January and February, reaching a total of 377 stores.
Lidl continued the investment in the local market and opened a new store in Constanta and two new stores in Iasi and Berceni, reaching 380 stores at the national level.
Retail – Carrefour
Carrefour Romania continued the strategic program to reduce prices on a long-term basis and added 500 new products, offering clients over 2000 products at reduced prices until the 30th of April.
Carrefour Romania announced strategic changes at the executive committee of the company and named Anne-Sophie Bawens as Financial Manager.
Retail – Profi
Profi, the retailer that owns the biggest national coverage and the most stores in Romania, opened 5 new stores in March 2025, reaching 1778 stores at the national level.
FMCG
Irina Urechean was named General Manager of the Ice-cream Division of Unilever Romania and the Republic of Moldova from January 2025.
Microfruits Group, an important distributor and producer of fresh fruits and vegetables, plans to invest large amounts in the agricultural business sector and increase the internal capacities of production for processed products.
AQUILA, one of the biggest players in the FMCG distribution market in Romania and in the regions, with over 30 years of experience in this industry, finished the acquisition of KITAX Kft, one of the five most important companies of distribution in its activity domain, with national coverage in Hungary.
Verdino, the pioneer of plant-based products, announced a new rebranding strategy that aims to consolidate its position on the market, redefining consumers’ values and expectations.
Bergenbier S.A., part of Molson Coors Beverage Company, completed its premium portfolio with a Mediterranean beer, which invites consumers to discover the lifestyle from Madrid, El alma de Madrid.
Guinness, the Irish beer, started the traditional celebrations for St. Patrick’s Day and continued to transpose the legendary atmosphere of celebration from Ireland to over 200 countries, including Romania.
Olympus, one of the biggest dairy producers in Romania, introduced the new PrOtein range on the market, an innovative line of dairy products reach in proteins, that promotes an active lifestyle.
Iurii Bykoriz, CEE Managing Director at Kormotech, the pet food producer, with over 25 years of experience in the FMCG industry, talked about the efficient approach for partner identifying and selection in new markets.
Bergenbier celebrated 3 decades of presence on the Romanian market, consolidating its emblematic brand status in the beer industry.
Amstel, the Holland beer, part of the HEINEKEN group, launched in Romania in March.
PepsiCo, one of the leaders of the food products and beverages industry, invested 137.000 dollars in the development of the Training Center from the PepsiCo East Balkans beverages factory from Dragomiresti-Deal, a hall with new equipment designed for forming future specialists in beverages production.
Events for pet food industry
EXPO PET 2025 – Food & Accessories, the second edition of the B2B exhibition with pet food and accessories products, which will take place between the 24th-25th of September 2025 at the Polytechnic National University of Science and Technology from Bucharest, announced new partners and exhibitors.
The business event will take place at the same time, but in a different area, with another reference event that retail-FMCG.ro is organizing: EXPO RETAIL 2025 – Digital, Green & Tech, the fourth edition of the professional fair dedicated to technology, equipment, and services for retail, eCommerce and FMCG industry.
If you are a producer or importer of pet food and accessories, book a stand here: www.expo-petfood.com/en/exibitors/
Personalized offers for partners at contact@expo-petfood.com or tel. 0720120456
Food Services
Premier Restaurants Romania, the operator of the McDonald’s restaurants network in Romania, started a new recruiting campaign at the national level, offering career opportunities, regardless of previous candidates’ experience.
Zema FOOD, the first fast-meal restaurant in Romania, reported a growth of market share of 32% in 2024, reaching 4.5 million lei.
Burger King opened its first restaurant in 2025 in Militari Fashion House, in Bucharest.
Popeyes opened its first restaurant in Iasi, being the first city in Romania where it expands its presence in 2025.
Wendy’s, one of the most well-known international brands of restaurants with quick service, officially brings its products to Romania.
Sphera Franchise Group opened its first KFC restaurant from its portfolio with photovoltaic panels, after an investment of almost 1.2 million euros, in Galati.
E-commerce
Sezamo, the online supermarket, extended its product range from „the Fish” category, introducing 50 new special products. Also, the online supermarket announced a partnership with Marks & Spencer.
Services
Kantar, a global leader in the data and marketing analysis domain, launched new solutions to evaluate ads in its LINK portfolio, which shows the potential of the ads to sell in the short term.
Visa Tap to Phone solution became more popular in Romania, registering an annual growth of 120%.
Zitec announced a change in the shareholders’ structure: Sameday, one of the most important players in the courier market, took over the share package of 24.9% from eMAG and entered the company’s shareholding. Zitec launched Movacy, an innovative platform meant to transform the logistics and last-mile delivery industry.
PayPoint Romania signed a strategic partnership with Sedona, a supplier of complete software solutions and fiscal equipment with experience in Romania.
SAMEDAY, the courier company with the biggest dynamic of growth in Romania, announced that its new logistics center in Ghimbav, Brasov district, became operational.
ROMPAP, the Pulp and Paper Industry Employers’ Association in Romania, named Ionel Ciucioi as Executive Manager, starting in March 2025.
Analysis
According to Catalin Patachia, Country Manager – Shopfully, the retailers are faced with a double challenge: to increase the number of visits in the stores and to make the transition from printed materials to digital.
In February 2025, 24 stores were opened in the local FMCG retail market.
The data from YouGov Shopper Intelligence showed an increased appetite for promotions and a decrease in visit frequency in retail, connected with a growing shopping basket.
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