63% of Romanians can manage financially but have little money for savings. They turn to healthy and local products, but remain cautious shoppers.

According to the PwC Voice of the Consumer 2025 survey, the majority of Romanians are financially well off, but remain cautious in spending. Price is the main factor in purchasing decisions, although there is a growing trend to opt for healthy and local products. 88% of consumers believe loyalty programs influence their choice of retailers, and 65% are taking steps to reduce their environmental impact. Although 80% are concerned about climate change, only 44% are willing to pay more for green products.