2025年消费者之声调研：罗马尼亚消费者偏好分析报告（英文版）

PwC's Voice of the Consumer Survey 2025Consumer preferences analysisRomania, 2025PwCAbout The Voice of the Consumer SurveyWhat defines the modern Romanian consumer and what drives their purchasing decisions in today's evolving market? Our latest report addresses these critical questions, providing valuable insights for both consumers and businesses. Romanian consumers are increasingly price-sensitive while simultaneously raising their expectations for quality, health, and convenience. This shift presents both challenges and opportunities for manufacturers and retailers aiming to effectively engage with consumers amid changing preferences.The 2025 edition of our survey is particularly relevant given the significant changes over the past year. Inflation concerns and geopolitical tensions are impacting consumer sentiment, making financial considerations a top priority in purchasing behavior. Despite focus on prices, Romanian consumers are becoming more discerning, actively seeking high-quality products that align with their values. Sustainability is another key theme in consumer preferences, although progress remains slow. Health and convenience continue to gain importance, particularly among younger consumers. A shift from brand loyalty to preferences for fresh, seasonal products indicates a fundamental change towards healthier eating habits. Our research delves into the driving forces behind these trends and the uncertainties that will shape consumer behaviour in Romania. This report leverages extensive survey data to empower retailers and manufacturers as they navigate Romanian's dynamic market. We invite you to explore our findings in “Voice of the Consumer | 2025.” This comprehensive analysis aims to equip industry leaders with essential tools to identify growth opportunities and meet the demands of Romanian consumers effectively.2PwCRuxandra TârlescuConsumer Markets Leader and TLP Leader, PwC RomaniaIn Romania, purchasing behaviour is shaped by inflation and rising living costs, driving consumers to be more cautious, focus on essentials, and manage budgets carefully. The cost of living is seen as the main risk over the next year, especially as fiscal measures to reduce the budget deficit may impact prices. Romanians are adopting money-saving habits, like using leftovers and seeking promotions, yet they differ from global trends: 53% prefer to buy local food, even at higher prices, while 47% choose cheaper international options. This evolving consumer landscape creates both challenges and opportunities for retailers and food producers. PwC’s Voice of the Consumer 2025 report highlights the need for businesses to focus on affordability, while also responding to the rising demand for local, healthy, and convenient products. 3PwCPwCKey conclusionsAround 58% of consumers are still concerned about inflation, while fears around macroeconomic volatility are rising in CEE – 6 pp. increasevs 2024Concerns over climate change among Romanian consumers h