Romanian FMCG Retail – The most important news from May 2021

Romanian FMCG Retail – For all our readers abroad, these are the most important news from Romanian FMCG Retail Market and FMCG industry, in May 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.

Selgros retailRetail – Selgros Cash & Carry

Selgros Cash & Carry, one of the most important players on the retail market in Romania, celebrated, in May, 20 years of presence on the Romanian market and marched the moment with a raffle with over 4000 awards in a total value of 2.2 millions lei.

Retail – PROFI

PROFI, the retailer that owns the network with the largest national coverage and with the most stores in Romania, inaugurated in May 2021 a number of 11 stores, openings with which the retailer is approaching the threshold of 1,500 magazines nationwide.

Retail – Auchan

Auchan Retail Romania and OMV Petrom continued to rearrange and rebrand the 400 food stations of Petrom and the integration of MyAuchan stores in  the existent commercial spaces.

Auchan Retail Romania opened on 13th of May the first restaurant „La Masa” in Bucharest, in the Bucur Obor commercial center, one of the emblematic destination in the city.

In present, over 150 articles in the Auchan offer contain Nutri-Score labels system, a third of them being local origin products.

Starting with 21st of May, Auchan stores launched the national program Scrap for household appliances, that aims collecting waste electrical and electronic equipment.

Starting with May, the Zero Waste program launched by Auchan, a firm and united approach to combating food waste by recovering food products with reduced life cycle, has been extended to the 14 proximity stores of the retailer.

Retail – PENNY

PENNY Romania, part of the German group REWE, ended last year with a market share of 4.73 billions lei, representing an advance of 19.44% reported to 2019, in the context in which the pandemic generated changes in the behavior of Romanian customers, motivating them to shop quality products at correct prices.

PENNY, one of the most active retailers in Romania, proposed to extend the partnerships with the butchers to offer Romanian products with a powerful local specific.

Retail – Lidl

Lidl continued to invest in Romania by opening a new store in Roman, Neamt district, on 20th of May, and a new store in Snagov on 27th of May.

For the second year consecutively, Lidl and Federation of Community Foundations in Romania continued to sustain the best local solutions for challenges in education and environment, starting non-reimbursable financing in new cities: Bacau, Baia Mare, Constanta, Ploiesti and Timisoara.

Retail – METRO Cash & Carry

METRO Cash & Carry Romania celebrates this year 25 years from opening the first cash & carry store on the local market.

The first drive-through anti-covid-19 vaccination center in the 4th District of Bucharest opened in METRO Berceni parking from Metalurgiei Boulevard no. 130A.

LaDoiPasi franchise, developed by METRO Cash& Carry Romania, continued to extend in an alert rhythm in the first months of the year, reaching over  1500 stores in the country.

METRO Cash& Carry Romania announced the extension of the capacity of the logistic center One Roof, from Stefanestii de Jos, with another 10.000 sqm.

Retail – Mega Image

Mega Image continued to inspire consumers to make balanced choices for healthy eating and, starting with May, launched the Nutri-Score system for own label products, an independent system of labeling, that classifies food products based on nutritional information.

Retail – cora

The people that go to do shopping in cora Pantelimon have the option to vaccinate anti-covid-19 in the drive-through center arranged in the parking of the commercial center.

Retail – Kaufland

Kaufland Romania started a new agriculture program in partnership with Cooperativa Tara Mea, that comes to support small local producers of fruits and vegetables, through which it guarantees the safety of growth and sold quantities and a safe profit.

Kaufland Romania opened the fifth store in Timisoara and reached a national network of 143 hypermarkets, contributing by creating new work places that supports developing local communities.


The Competition Council started an investigation about a possible anti-competitive behavior of some companies that are operating in the production and/or marketing of poultry meat markets in Romania.

Mondelēz International launched in partnership with Macromex the campaign „Create a TOP snack” in which TUC biscuits, OREO biscuits and PHILADELPHIA cream cheese bring Snackologia, that branch of science that studies the ideal mix of ingredients, to obtain a perfect snack.

Bonduelle, world leader in the domain of ready to use vegetables, launched on the Romanian market 3 new types of vegetables mixes for preparing cream soups.

Milka celebrated 120 years with the brands’ lovers, occasion of which it conveys with them that the tenderness offered to others inspire more tenderness and brings people closer.

Starting with this year, Bergenbier has a new image, more modern and adapted to current design trends.

LONCOLOR, Romanian brand in the portfolio of the company Papillon Laboratories Cosmetiques and leader on the market of hair dye category, relaunched the range LOCONLOR ULTRA, the most loved range in the LONCOLOR portfolio.

Ursus Breweries is the first beer producer in Romania that launched an alcoholic drink of hard seltzer type.

L’Oréal Romania adopted a series of measures to contribute to reducing pollution, improving air quality in Romania and supporting communities, as part of the global sustainability plan of the company „L’Oréal for the Future”.

Prefera Foods, one of the biggest players on the canned food market in Romania, launched Unfished brand, a new and innovating category of vegetal products, as alternatives for fish.

Nestlé reconfirmed the commitment to improve the life quality of people all over the world and to contribute to a healthier future by launching its first healthy recipee book made by parents to parents for the initiative Nestlé for Healthier Kids.

The Competition Council announced on 19th of May 2021 that it authorized the transaction through which Aaylex System Group SA, part of the Aaylex Group, a group that activated on the production and distribution market of chicken meat under the Cocorico brand, took over the company Banvit Foods SRL from Ialomita.

Poiana launched a new brand campaign „Life is happening now!”, through which it reminds people to be more present in their own lives and to appreciate all the good things of which they are surrounded.

Timisoreana, traditional supporter of Romanian football, continued to be beside the real football fans in this difficult period, by launching the campaign „Timisoreana Supporters Cup”.

TOPGEL, the biggest Romanian producer of ice-cream, that activates also on the pastry category with the range of products TopWafers, answered the market and insights requests about the favorite consumers flavors by launching three new products that complete the portfolio.

The campaign „A Clean Romania Starts at Home”, launched in 2018 by Procter & Gamble and Act for Tomorrow (AFT), continued in 2021, being bigger now.

Alpin 57 Lux, one of the biggest producers of ice-cream in the country, enriches since 1994 the offer of refreshing desserts in Romania with a diversity of ice-cream ranges that addresses to an extended variety of segments such as gourmet, premium, standard, junior and without sugar.

GSK Consumer Healthcare and Smile Train, the biggest international NGO specialized in helping children with cleft lip and palate, launched the campaign „Smiles change lives” through which they propose to contribute to ensure treatment to children born with this affection and to remove the stigma which they face.

In Romania, the year 2020 represented the start of the campaign VARTA Helps, climbing therapy for children with disabilities launched by VARTA.

Coca-Cola celebrates, in 2021, 30 years of presence in Romania: in November 1991 have been bottles the first bottle of Coca-Cola in a factory in the country.

The European Parliament, European Council and European Commission rejected the 171 Amendment, a food regulation hostile for the environment, considered as an attack to the sustainability, by almost a half of million consumers that signed a petition launched by ProVeg International.

Food Service

The Employers’ Organization of Hotels and Restaurants in Romania – HORA announced launching the campaign „Missing good and well”, with the mission to facilitate creating a new safe operating framework for businesses in HoReCa, a sector that was very affected by the pandemic.

Nespresso implemented a new distribution strategy in Romania, aligned with the global strategy of the company that means collaborating with Groupe SEB and De’Longhi, producers of Nespresso espresso, for distributing these to the partners in electro-retail sector.

foodpanda Romania announced the integration of new functionalities in the app: group order, that allows the option that more users can join the same order, tips for the delivery man, the possibility to offer tips to the delivery man directly in the app, and the rewards section for users.

Premiere Restaurants Romania, the operator of McDonald’s restaurants in Romania, launched a new recruiting campaign at national level, inspired by the people experiences from McDonald’s restaurants.

5 to go, the 100% Romanian brand launched in 2015 that became the biggest coffee shops network in Eastern Europe and the most accessed profile franchise in Romania, marched a new European success: 12 place in the top of the most important players in the coffee industry in Europe, in 2020.


Macromex, leader in the food industry on the segment of products with controlled temperature, the owner of Edenia, La Strada and Corso brands, announced the appointment of Claudiu Fuiorea in the role of Chief Financial Officer.

Coca-Cola HBC Romania has a new Human Resources Manager: Irina Firstova took over the role of Country HR Manager of Coca-Cola HBC Romania this year, after she way Country HR Excellence Manager in Russia, in the same company.


Verdino Green Foods, the first and only Romanian producer that offers a sustainable alternative to meat products, based on pea protein, extended its range in the category of frozen products by launching the first range of frozen plant-based pizza under a Romanian brand.


To address current changes and increasing market digitalization, VTEX – end-to end commerce solution at global level, integrated completely, with a native marketplace and OMS capacities – in collaboration with the research company iSense Solutions made, in premiere, a B2B study in Romania that proposed to catch the retailers perspective on ecommerce.

The eMAG Marketplace ecosystem increased with 80% in the last year and reached over 36.000 of businesses that sale in Romania, Bulgaria and Hungary.


Superbrands, represented on the local market by the strategic communication agency BDR Associates, announced the final results of the research developed on the 2021 edition of the program for Romania.

Roca Industrial, Romanian company present on the Romanian market for over 20 years, that projects and makes in Romania automatic palletizing machines and transport systems for different applications, proposed to the companies from FMCG, logistics, delivery, constructions and other industries „BAP-1 translating table palletizer”, used in the production processes for automatic deposit and placement of products packed on pallets.

For ESSA Group, one of the biggest players on the services market of trade marketing and sales in the country, 2019 remain the reference year for all that will supply 2021 in sales terms, clients, traffic and shopping basket.


In April 2021, in grocery retail in Romania were opened 22 stores, in this account entering just the stores opened and officially released by the retailers.

The EU Directive 2019/633 about disloyal commercial practices between businesses, in the agriculture and food supply chain, was transposed in Romania in the law project L49/2021, a project that is substantial modified in the Parliament, that if it will be adopted in this form, will change the most part of local commerce and will affect local producers.

At the request of magazine, the Competition Council answered about the law project L49/2021, a project that is substantial modified in the Parliament, that wanted to transpose the EU Directive 2019/633 about disloyal commercial practices between businesses, in the agriculture and food supply chain.

PENNY Romania, part of the German group REWE, announced the main achievements and the sustainability plans, an important part of the new strategic cycle of PENNY Romania, started in 2020 and that will continue in the next 7 years, period in which the company will invest over 1 million euro.


According to the study „Trends and challenges in marketing in 2021” made by Valoria in collaboration with Mind Shop communication agency, in present 77% of the companies have on the first place in their concerns the understanding of the new shopping preferences of clients, and 71% have, as challenge, generating results with small marketing budgets.

In the first trimester of this year, on the Romanian market have been rented a total of 264.000 sqm of industrial spaces, according to the report launched by CBRE, leader on the real estate consulting market.

In the context in which Romania is on the 10th place in 2018 for the consume of bottled water, the level being under the average of 119 litres per person, Reveal Marketing Research proposed to investigate whats is the actual scenery of the bottled water consume in our country.

A half of the Romanians are skipping breakfast, the majority of them being without kids. They have the tendency to consume later on the day, as an extended breakfast of as a snack, relates the study launched by the research company Epiphany for FrieslandCampina Romania and given to the publicity with the occasion of 1st of June – International Milk Day.


On 12th of May 2021, specialists in local and international eCommerce and retail met on the virtual stage of the event European Digital Commerce, powered by VTEX and managed by IC events platform, for a panels marathon and presentations meant to outline the industry image and the moves of an entrepreneur or manager that proposes to profit at maximum of the opportunities on the market.

For 4 weeks, 12 teams have competed in affiliated marketing and generated over 9000 sales of over 350.000 euro, in National League of Marketing, the first competition in Romania, dedicated to marketing on teams, launched by 2Performant, leader on the affiliated marketing in Romania.

With a tradition of 16 years, GPeC is considered the most important event of E-Commerce and Digital Marketing in Romania, the spring edition took place only in online on 24th and 25th of May.

On 18th of May 2021, started the 5th edition of most loved festival dedicated to technology and innovation in Romania, Bucharest Tech Week. These are the conclusions after the event.

The winners of Voted The Product of the Year for innovation were announced on 19th of May 2021 at the Digital Awards Gala.

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