Value share of FMCG market baskets in Romania 2023, by product
Food had the highest value share of all product macro-categories, representing over half of Romania's total FMCG market basket in the 1st half of 2023. It was followed by non-alcoholic drinks and drugs with 18 and 17 percent respectively.
Online Food Market in Romania
The online food market in Romania has shown impressive resilience, registering a significant 19.7 percent growth in the value of market basket food in the first half of 2023. Although this growth is partly influenced by inflation, the sector remains robust. The online food delivery market recorded substantial revenues, reaching 329 million U.S. dollars for grocery delivery and 128.2 million U.S. dollars for meal delivery, marking a 14 percent increase from 2022 to 2023. Despite economic challenges, McDonald's and KFC continued to thrive as Romania's largest fast food chains in 2022, achieving approximately 1,470 and 947 million Romanian lei in revenue, respectively.
In 2022, 35 percent of Romanians who shopped online extended their preferences to include online food orders. Among these online shoppers, the most popular selections in the food category were hot and cold ready-to-eat foods, with an additional significant part opting for cooking boxes.
Beauty and Health Care Products
Two out of three Romanian e-shoppers purchased beauty and healthcare products at least once a month. L'Oreal dominated the market as the leading cosmetic producer and distributor, with a 759 million Romanian lei revenue. The most popular health and beauty brands by consumer reach points were Dove, Nivea, and Colgate.
