Romania faces demographic decline and slowing FMCG market growth

Romania is facing significant economic and demographic shifts. According to the National Institute of Statistics, the resident population reached 19.041 million on January 1, 2026, a decrease of 1,829 people compared to the previous year. While a positive international migration balance of 102,200 people helped mitigate the decline, it was insufficient to offset a natural decrease of 104,100 people caused by the gap between births and deaths. The country is also experiencing accelerated demographic aging, with the proportion of citizens aged 65 and over rising to 20.5%.

In the consumer sector, the Fast-Moving Consumer Goods (FMCG) market grew by only 3.4% in the first half of 2026, its lowest growth rate in five years. This value growth is largely attributed to inflation, as sales volumes have entered a negative trend. Consumer sentiment is notably pessimistic, with nearly two-thirds of Romanians expecting their financial situation to worsen over the next 12 months.

This economic pressure has shifted shopping habits toward mainstream-priced products and discount retailers, which have surpassed a 30% market share for the first time. Consumers are increasingly engaging in ‘cherry-picking’—purchasing smaller baskets focused heavily on promotional items. Meanwhile, managers in the construction and retail sectors anticipate significant price increases in the coming months.