Romanian consumer shopping habits shift amid economic pressure

Romanian consumers are adopting more calculated shopping strategies in response to economic pressures. While inflation rates have begun to decline slightly, consumer prices continue to rise, and average net salary growth has lagged behind price increases. This has led to a 5.6% decrease in retail sales volume during the first half of the year.

Modern 'smart shopping' now involves balancing price with quality, utility, and convenience. According to the Shopfully 'The State of Shopping 2026' study, approximately 69% of Romanians search for products online before purchasing, with up to 87% doing so occasionally. Consumers are increasingly using mobile apps and retailer websites to compare prices and promotions before visiting physical stores.

In the retail sector, specifically at supermarkets like Lidl, bananas have emerged as one of the highest-volume products sold by weight. This trend is driven by their year-round availability, accessible pricing, and broad consumer appeal.