Romanian retail & FMCG market – For all our readers abroad, these are the most important news from Romanian retail & FMCG market, in August 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 September, 24-25th, 2025, at the Polytechnic National University of Sciences and Technology of Bucharest, 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 or tel. +40 720 120 456
Are you a professional in acquisitions of technology, equipment, and services for retail, e-commerce, or FMCG companies? Don’t miss 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. Here are the first companies that confirmed their presence as visitors
EXPO PET 2025 – Food & Accessories, the second edition of the B2B exhibition with products of food and accessories for pets, which will take place on 24th-25th of September 2025, at the Polytechnic National University of Sciences and Technology, Bucharest, presented new partners and exhibitors.
If you are a producer or importer of food and accessories for pets, book one of the last available stands here:
www.expo-petfood.com/en/exibitors/
Personalized offer for partners at contact@expo-petfood.com or at tel. 0720120456
Retail – PENNY
PENNY Romania continued its expansion and opened the 424th store in Lugoj, on 20 Decembrie 1989 Street, no. 15, Timis district.
Retail – Profi
Profi, the retailer that owns the biggest national coverage and the most stores in Romania, opened new stores in July 2025, reaching 1784 stores.
Retail – Lidl
Lidl opened a new store in Alesd, Bihor district, on the 7th of August.
Lidl made the socio-economic impact balance of its activity in Romania for 2024, after an analysis made by KPMG.
Retail – Carrefour
Between the 21st and 23rd of August, the local producers market „From here, close. From Dobrogea” reunited 12 Romanian producers from the region, in a pilot project organized by Agrointeligenta Group, in partnership with Carrefour Romania and the Agriculture and Rural Development Ministry.
Retail – Auchan
Auchan Romania, one of the most important retailers, known for small prices, adapted ranges and commercial innovation, will open the second ATAC store in Bucharest and is recruiting for 60 jobs.
Retail – Kaufland
Kaufland celebrated 20 years of presence on the Romanian market.
Retail – other retailers
The retail market has been very active in the first half of the year, a period in which there were projects finished of over 162.000 sqm at the national level, according to Cushman & Wakefield Echinox.
The Romanian entrepreneurial group Agroland, active in retail, agribusiness, food production, and animal nutrition, continued the expansion of the store network by opening a new MEGA store in Slobozia.
Annabella announced that it reached an agreement for the acquisition of 87 stores in Romania, operated by Ahold Delhaize, as Profi and Mega Image.
Vitamix, the nature store network known for diversity and quality of the products dedicated to a healthy lifestyle, opened a new store in Promenada Mall Craiova, on Calea Severinului Street no. 61.
Oasis Retail Development & Consulting, owned by Klaus Reisenauer and Kurt Wakner, entrepreneurs, finished the third phase of development of the biggest retail park in the Central and Western zone of Romania, Prima Shopping Center from Sibiu, where stores from brands like Tedi, Half Price and CCC have been opened.
FMCG
Maspex Romania, a company owned by Maspex Group, has finished the procedures of the public voluntary acquisition offer of the Purcari Wineries shares.
AQUILA, one of the biggest players in the FMCG distribution sector in Romania and the region, with over 30 years of experience in this industry, registered in the first trimester of 2025, an income of over 1.5 billion lei, an increase of almost 18% from the same period of last year.
HELL ENERGY launched two new energy drink flavors inspired by classic cocktails, HELL Spritz Lime – inspired by the Mojito – and HELL Spritz Maracuja, inspired by the Pornstar Martini.
BUMBU is the super-premium brand of rum with the most powerful expansion registering in 2024, an increase of 40% and obtaining an international market share of 27%, being an absolute global leader in the super-premium rum segment.
L’Oreal Romania named Ioanna Christopoulou as Country General Manager, starting with 1st of September 2025.
Food Service
Popeyes opened its first restaurant in Sibiu in Promenada Mall, being the third city in Romania in which Popeyes expanded its presence in 2025.
E-commerce
On the occasion of International Beer Day, Sezamo online supermarket announced an increase in beer sales of 20.5% over the same period of last year. For International Cat Day, Sezamo expanded the Pet Shop category, which has more than 650 products, of which over 400 are dedicated to cats. Also, Sezamo started the Back to School campaign, which brought 25% discounts at over 500 school products.
While the temperatures grew this summer, Wolt Romania registered a significant increase in the delivery activity, the order volume being almost 20% higher, on the hottest day of July.
Romanians are some of the most dedicated cat lovers in Europe, being reflected in community statistics but also in the eMAG orders. In the first 7 months of the year, the sales of products for cats increased by 19% on eMAG, and a third of the orders placed are coming from the seller partners’ offers from eMAG Marketplace, the majority being local producers.
The Romanian Association of Online Stores (ARMO) greets the Public Finance Ministry’s initiative to introduce a fixed tax on the extra-community packages under 150 euros, but warns that the exception proposed for the packages processed by Romanian customs authorities will transform a good measure into a huge tax loophole, totally exploated by the Asian giants in e-commerce, without any benefit in national economy.
EcoBioGreen
Through the initiative Householders at Obor, the Association Short Food Network wants to break this circle, building an informal network of people who don’t waste anything, from vegetables and leaves, to ideas and time.
Services
Glovo, the multi-category platform that offers access to a wide variety of products, extended in Contanta the Next Generation Sustainable Electric-Vehicle Ecosystem for Delivery project, in partnership with Uny (ex E-Mobility Rentals) and Kaufland Romania.
The Italian group Epta, a global leader in commercial refrigeration solutions, announced the acquisition of the Austrian company Hauser, which specializes in freezing equipment for retail and industrial refrigeration systems. The transaction, through which Epta will own 86% of the new entity, marked a big consolidation of the group’s position in Central and South-Eastern Europe, a region in which DAAS Epta Romania plays a strategic role.
PayPoint Romania celebrated 17 years of activity and took a new step in the evolution of its business model on the local market, operating over 26.000 POS assisted payment terminals at the national level.
NEPI Rockcastle, the third biggest company of commercial retail listed in Europe, ranked by the portfolio value, registered an increase of 12.1% in the net operational income in the first half of the year 2025, than the same period of last year., reaching 307 million euros.
Samsung Electronics Romania announced a strategic partnership with ALSO Romania to expand access to the Samsung B2B solutions on the local market.
Analysis
In July 2025, 20 stores were opened in the local FMCG retail market.
A third of the multinational companies (34%) say that introducing more commercial taxes or non-tariff bariers cand have a significant impact on their activity, while 57% say that the impact would be moderate, and to mitigate the effects of such measures, almost 30% will increase prices, and 16% will rellocate the production in other countries or export on other markets, according to Deloitte 2025 Global tax Policy Survey.
NielsenIQ published a detailed report about the generational expenses, concentrated on Gen X, meaning the people born between 1965-1980. In Romania, Gen X consumers represent almost 27% of the total national expenses, the number being over the global average.
The FMCG market experienced a balanced increase in the first half of 2025, a period that coincided with the last semester before the impact of the austerity measures on consumption. YouGov Shopper data shows that almost half of the advance of 11% was generated by inflation, and the other half is a combination of volume increases (+3.5%) and the uptrading phenomenon, through which consumers opted for more expensive and higher quality products.
The first 6 months of 2025 registered an important turn in the sales evolution, entering a decreasing trend again, after a year of resuming consumption growth in 2024, according to a RetailZoom analysis of the retail & FMCG market.
Starting with 1st of August 2025, the standard VAT rate in Romania grew from 19% to 21%, and the smaller rates of 5% and 9% have been consolidated in a unique rate of 11%. The measure, part of a fiscal package adopted on 25th of July, follows reducing the budget deficit of the country, that reached 9.3% in GDP in 2024, the biggest in EU.
Studies
The ”out of home” coffee consumption remains a powerful behavior in the biggest urban centers in Romania, and the structure of the acquisition channels is changing significantly. According to the study Out of Home Coffee Consumption 2025, made by Exact Business Solutions for Hospitality Culture Institute, the gas stations occupy the second place in the top places from which consumers buy their coffee out of home, immediately after coffee shops.
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