Summary

The complete removal of all COVID-19 restrictions in Romania at the beginning of March 2022 resulted in an increasing number of local consumers relying less on the convenience of e-commerce and home deliveries, as they returned more frequently to shopping in physical stores, enjoying the experience of greater freedom outside of the home to see and touch various products for themselves before making a purchasing decision. This trend was evident in the higher current value growth rate recorded by...

Euromonitor International's Retail in Romania report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Table of Contents

Retail in Romania
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN ROMANIA
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Value sales continue to be dominated by grocery retailers, with Romanians relying on government help to cope with inflationary pressures
Greater mobility outside of the home also leads to allocation of budgets to other activities
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Valentine’s Day
Mother’s Day
Easter
Summer sales
Back to School
Black Friday
Winter sales
Christmas
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Convenience retailers continues to outperform other grocery formats
Players continue to leverage strong demand by opening new outlets in 2022
Significant changes for forecourt retailers
PROSPECTS AND OPPORTUNITIES
Despite challenging 2023, convenience retailers is set for an overall positive performance over the forecast period
Forecourt retailers likely to benefit from successful partnerships modernising channel
Growth of convenience stores to place pressure on independent small grocers
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further strong growth for discounters as price-sensitive consumers are attracted to more affordable private label lines
Lidl Discount retains dominance of consolidated competitive landscape
Penny expands collaboration with delivery platform Glovo in 2022
PROSPECTS AND OPPORTUNITIES
Discounters to be further driven by outlet expansion and affordable private label
Lidl likely to retain dominance of discounters over forecast period
Further development plans for Penny
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Weaker performance by hypermarkets compared to competing formats
Players increasingly rely on omnichannel strategy
Kaufland continues to strengthen overall leadership in 2022
PROSPECTS AND OPPORTUNITIES
Declining value sales predicted for hypermarkets due to permanent change in consumers’ shopping habits
Competitive landscape likely to remain unchanged with no incentives for new players to enter
Further focus on local products as players look to stem declines
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supermarkets benefits from proximity shopping and smaller format stores
Profi strengthens leadership and launches new modernisation programme
Independent operators look to establish chains in Romania
PROSPECTS AND OPPORTUNITIES
Supermarkets likely to come under increasing pressure from discounters and convenience stores
Mega Image set to drive expansion of private label and e-commerce options
Leader Profi will continue to invest in new format and digital solutions
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slower growth and outlet declines as convenience stores continues to gain space in rural areas
Customer relationships help to maintain popularity of small local grocers
Increasing focus on local producers benefits retailers and consumers
PROSPECTS AND OPPORTUNITIES
Presence of small local grocers to be further weakened by expansion of convenience stores
Operators of small local grocers may reconsider independent status in face of increasing pressures
Main advantage of offering local produce may be undermined by expansion of modern channels
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Full recovery in value sales terms for apparel and footwear specialists due to greater mobility outside of the home and inflation
International brands continue to focus on omnichannel strategy
Chains benefit from strong presence in shopping centres
PROSPECTS AND OPPORTUNITIES
2023 value sales set to be impacted by rising cost of living and prioritising of expenditure
E-commerce set to continue outperforming store-based sales growth, as international chains leverage omnichannel strategy
Store-based specialists will remain relevant despite further share gain of e-commerce
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing sales growth supported by extension of scrappage scheme
E-commerce growth continues to outperform store-based retailers
Leading players invest in channel through store renovation and digital solutions
PROSPECTS AND OPPORTUNITIES
Value sales set to remain above pre-pandemic levels over forecast period
Innovation and new technologies set to push demand for variety of products
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pharmacies continues to drive sales of health and beauty specialists
Beauty specialists struggles to fully recover from pandemic declines
Dm Drogerie continues to drive sales of health and personal care stores with further expansion
PROSPECTS AND OPPORTUNITIES
Pharmacies will continue to drive sales due to dispensing reimbursed medicines
Dynamic growth from lower sales base for beauty specialists and health and personal care stores
Optical goods stores to see further investment in digital services and expansion
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slower growth for home products specialists as consumers reallocate disposable incomes as society reopens
Price-conscious consumers research and buy online
Dynamism of pet shops and superstores encourages further investment
PROSPECTS AND OPPORTUNITIES
Early declines but forecast period overall looks positive for home products specialists
Further investments in e-commerce predicted
Further outlet expansion planned by leading players
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Variety stores remains small, underdeveloped channel in Romania
Studio Moderna continues to dominate variety stores despite losses
Miniso carries the flag for traditional variety stores, spreading awareness of the concept
PROSPECTS AND OPPORTUNITIES
More optimistic outlook for variety stores, but all indicators likely to remain below pre-pandemic levels
Studio Moderna likely to retain dominance and drive trends in variety stores
Homewares and appliances will remain important for Top Shop
CHANNEL DATA
Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 131 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 133 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 134 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite some positive performances, direct selling continues to struggle in 2022
Beauty and personal care continues to dominate direct selling sales in Romania
Consumer health remains positive performer due to heightened health awareness since pandemic
PROSPECTS AND OPPORTUNITIES
Direct selling unlikely to fully recover due to early price sensitivity and competition from other channels
E-commerce to become increasingly relevant strategy for direct selling players
Direct selling unlikely to be attractive to new players in the coming years
CHANNEL DATA
Table 140 Direct Selling by Product: Value 2017-2022
Table 141 Direct Selling by Product: % Value Growth 2017-2022
Table 142 Direct Selling GBO Company Shares: % Value 2018-2022
Table 143 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 144 Direct Selling Forecasts by Product: Value 2022-2027
Table 145 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Full recovery for vending sales in line with greater mobility in 2022
Most vending sales stem from captive and semi-captive environments
Leading players in vending continue to focus on captive and semi-captive locations
PROSPECTS AND OPPORTUNITIES
Positive outlook for vending, driven by impulse purchases
Modernisation of vending machines expected to gain momentum in coming years
Vending to remain dominated by local players
CHANNEL DATA
Table 146 Vending by Product: Value 2017-2022
Table 147 Vending by Product: % Value Growth 2017-2022
Table 148 Vending GBO Company Shares: % Value 2018-2022
Table 149 Vending GBN Brand Shares: % Value 2019-2022
Table 150 Vending Forecasts by Product: Value 2022-2027
Table 151 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN ROMANIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
More moderate for e-commerce in 2022 as channel is challenged by various factors
Alternative delivery and payment solutions gain traction
Local player eMAG retains overall leadership of e-commerce
PROSPECTS AND OPPORTUNITIES
E-commerce to outperform retail overall due to permanent shift in consumer habits
Foods e-commerce set to see further development, driven by partnerships with third party delivery platforms and specialists
Further investments in mobile apps likely to facilitate easier shopping
CHANNEL DATA
Table 152 Retail E-Commerce by Product and Category: Value 2017-2022
Table 153 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 154 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 155 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 156 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 157 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027