Romanian FMCG Retail – The most important news from February 2021

Romanian FMCG Retail – For all our readers abroad, these are the most important news from Romanian FMCG Retail Market and FMCG industry, in February 2021, provided by, the most read B2B publication in online, in Romania, from retail & FMCG niche.

businessRetail – Auchan

At the final of 2020, Auchan Retail Romania and Costa Coffee launched a new partnership that means implementing, in the next years, the coffee corners Costa Coffee in MyAuchan stores from Petrom stations, a project that supports the common vision of offering an exceptional coffee to the consumers, at national level.

Credit foto: Shutterstock

Zero Waste, the Auchan program for food recovery with a reduced cycle of life and for reducing food waste, generated significant results in the first 6 months.

Since the beginning of this year, OMV Petrom and Auchan Retail Romania opened 8 new proximity stores MyAuchan in Petrom stations, until February there have been rebranded 33 units.

Starting with 17th of February, over 4.000 products from the offer of the 33 hypermarkets Auchan can be ordered online through Glovo app.

Launched by Auchan out of the desire to bring to the attention of Romanians some of the most appreciated local brands of FMCG, Romanian Emblem Bramd Club continued its mission through a new project for Dragobete.

Retail – Profi

Even if 2020 was a year full of challenges, Profi, the retailer that owns the network with the largest national coverage and with the most stores in Romania, succeeded to open in 2020 a number of 240 stores, to reach a market share of 8,83 billions lei (1,87 billions euro), and an increase of 21,67% than in 2019. PROFI inaugurated 16 stores in February 2021.

The retailer opened on 11th of February 2021 in Timisoara, the first two pilot stores ProfiGo, that is combining the functionalities of proximity stores with a convenience one.

Retail – Kaufland

Kaufland Romania and the Association „Sansa Ta” launched the first social canteen dedicated to support the disadvantaged people through which offer community meals to people without a home and to families with small income.

Romanian Permaculture Research Institute and Kaufland Romania launched the project Soil and Soul, the first Permanent Center for Innovation, Production and Education in Regenerative Agriculture in Romania.

Retail – Carrefour

Carrefour Romania launched recently Act for Good, a loyalty program that transforms shopping in a personalized experience with a social impact.

Julien Munch was named in the position of Executive Manager of Carrefour Romania, position that he will take over starting with 1st of March 2021.

Retail – Lidl

Lidl opened a new store in Bucharest, on 11th of February 2021, and a new store in Ploiesti with green roof.

The retailer, along with specialists in agriculture and food domain, developed the first agriculture standard for protection and conservation of biodiversity in conventional production of fruits and vegetables.

With the support of Lidl Romania, the Center Step by Step for Education and Professional Development launched the campaign „Early Education is Love!”, the first initiative in Romania that promotes the benefits of early education in children and society development.

Starting with the 1st of March 2021, the smallest gross income earned by a cashier at Lidl Romania will have a monthly average of over 4.400 lei gross, meaning almost 2.700 lei net.

The retailer continued the investment in developing sustainable products and extended the private label products by launching Way To Go chocolate, Fairtrade certified.

Retail – cora

cora Romania, part of Louis Delhaize group, proposed to consumers a new concept, cora Urban stores. The first cora Urban store combine the proximity with online, offering access to over 40.000 products from and over 1000 products at shelves, for last minute shopping.

Retail – PENNY

The expansion plan of PENNY Romania continued by opening a new store in Dumbraveni, Suceava district, the third opening from this year. Thus, the PENNY network reaches a total of 279 stores in Romania.


Inspired by „Chromatica”, the success album from 2020, and realized in collaboration with Lady Gaga, the new limited edition OREO is now available in Romanian stores.

Enigma Trading 2000, one of the main players on household products market in Romania and one of the top suppliers from this category for private labels in retail, is concentrating this year on developing the channels of Food Service and Traditional Trade.

Ana Maria Paslaru takes over the function of Managing Director at Unilever South Central Europe starting 1st of March 2021, after three years in the leadership team of Unilever in Eastern Europe, where she coordinated the Unilever business in Baltic countries and occupied the function of EE Category Lead Home Care. Unilever South Central Europe (USCE) announced also the naming of Alina Robescu in the role of HR Lead, starting with 1st of March 2021.

Tuborg Romania relaunched Skol beer, with a new product formula – very competitive, with a new visual identity and with a packages range very innovative.

Against the background of chancing consumption behaviors, in the pandemic context and on the fact that it registers an increase of shopping impulse on category and on the products from FMCG industry, TOPGEL, Romanian producer of ice-cream and pastry products with the headquarters near Craiova, is assigning for 2021 a bigger budget in the wafers division TopWafers.

Puratos Romania, part of Puratos group, one of the most important global producers of innovative raw materials, with an expertise in finished applications for the bakery, pastry and chocolate industry, invested in sustainability and launched in Romania the program Cacao-Trace meant to raise up the quality standards in chocolate industry.

Klintensiv, a player established on the disinfectant market in Romania, has ambitious plans for 2021. The Romanian manufacturer will focus this year on innovation in the category, on increasing the visibility in retail and on consolidating the position of supplier – leader for hospitals and institutions in Romania.

Food service

The three entrepreneurs of Cereal Crunch – Radu Savopol, Lucian Badila and Andrei Alecu – invested in the croissant concept and opened on Calea Victoriei 101 the first croissanterie Fika18, in partnership with 5togo.

Starbucks, the biggest coffee shop network in the world and leader in the innovation and clients satisfaction domain, opened the third coffee shop in Brasov, at the ground floor of AFI Brasov commercial center.


OLX, leader on the local market of generalist announces, announced naming Sebastiaan Lemmens as General Manager of OLX Romania, Portugal, Bulgaria and Bosnia starting with February 2021.

Auchan Retail Romania announced the extension at national level of the collaboration with the delivery and orders platform foodpanda.

According to the estimations of ARMO (The Romanian Association of Online Stores), the local market of e-commerce reached 5,5 billions euro at the final of 2020, with 30% more than in 2019 when the value of e-commerce was estimated to almost 4,3 billions euro, according to the report GPeC eCommerce Romania 2020.

Nielsen Brandbank, top supplier of solutions in digital content, extended its global presence by launching the service in Romania.


Comarket platform, B2B marketplace addressed to the Romanian hospitality industry, continued the accelerated increase in 2021 and supports local producers by involvement in „Local Producers Map”, a project initiated by two Romanian young students, Andrei Leonard-Ilie and Mihail Feraru.

ESSA Group, one of the main players on the market of trade marketing and sales services in the country, planned for this year many projects meant to consolidate its main business line, after an year in which the entire business was recalibrated, being taken measures for the pandemic context.

Orange Business Services (OBS), the B2B division of Orange Romania, offers personalized business solutions, based on technology, that permits to all the companies from all domains, including retail, to transform the organizations by using technology and digital information.

TPS engage, the technology start-up for digital publicity Out Of Home, ran a project in Carrefour stores in Romania for the water brand Aqua Carpatica and for other wine brands from Valvis Holding portfolio.


Reveal Marketing Research developed a study about the consume of dairy products at Romanians: from behavior to loyalty and favorite products. The company developed another study about the consume behavior of Romanians regarding cleaning products in this period.

The beer reputation in Romania raised with over 6% in 2018 than 2020. According to the Reputation RepTrak® Pulse study, conducted in 29 European countries and transmitted by the Romanian Brewers Association, of all the categories of alcoholic beverages analyzed in the study, beer and the beer industry enjoy the best reputation in our country and in Poland.


In January 2021, in grocery retail in Romania were opened 21 stores, in this account entering just the stores opened and officially released by the retailers.

The year 2020 was characterized as increased activity in regional cities regarding the commercial centers, retail parks and commercial galleries, but the deliveries volume of new spaces will strongly decrease this year, with almost 50%, according to the data of Cushman & Wakefield Echinox.

The employees fluctuation in the companies in Romania decreased significantly last year at a rate of 17,2%, from 23,1% in 2019, against the background of uncertainties generated by the pandemic Covid-19 at the entire economy level, according to HR Barometer made by PwC Romania.


TaxEU Forum, the most important national event of legislation and fiscality dedicated to the specialists in this domain, organized by Evensys, returned with a new edition that will take place on 11-12 of March 2020 and will reunite, virtually this time, the specialists from the most important companies and businesses of fiscal consultancy. TaxEU Forum became a reference event in taxes and fiscality domain, bringing to debate every year actual subjects beside experienced speakers.

The Italian Agency of External Commerce invited Romanian buyers from retail & FMCG at the online edition of international fair MARCA by BolognaFiere 2021 – Digital Session, dedicated to private label, organized by the Italian company BolognaFiere, in collaboration with Associazione della Distribuzione Moderna – ADM.

InternetCorp, one of the main players in the Romanian industry of online publishing, announced the launch of IC Events, the newest solution business-to-business for organizing and participating at online events.

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