No surveys. No biases. Only truth from billions of transactions. Actionable Insights with Retail Media.
In August, Romania’s baskets were rewritten by heat, holidays, and storms. Beer took the crown, energy and water kept pace, and bakery stayed essential. Families gathered for St. Mary’s Day, festivals spiked demand in Cluj, Bucharest, and Sibiu, while seaside tourism lifted Constanta. A late-month storm disrupted patterns, but only briefly.
Behind every purchase sits a signal: which products rise, which formats gain, and which shopper segments truly drive the market. This month, we unpack the categories, demographics, timing, and regions that shaped Romanian retail in August 2025.
Based on 100% real transactions, in-store and online. No panels. No projections. Just reality.
* Over 150 million anonymized retail transactions analyzed. Based on actual behavioral and sales data, both in-stores and online.
What Shaped August
- Festivals and holidays set the rhythm.
UNTOLD in Cluj, Summer Well near Bucharest, and ARTmania in Sibiu pulled people out of their routine. Beer, energy drinks, and festival snacks sold fast in these cities. - Heat shaped baskets.
Cold drinks, ice cream, and water stayed on top. The busiest hours were in the afternoon, between 13:00 and 15:00. - St. Mary’s Day gatherings filled fridges. August 14–15 were two of the strongest sales days. Pork, chicken, and bakery items led the way.
- Storms disrupted, but only for a short time.
The heavy storm on August 22 cut shopping trips in Bucharest and nearby counties. Afterward, sales of bread, water, and household basics bounced back quickly. - Seaside tourism lifted Constanta.
Beach towns gained more spending as people left the big cities. Constanta became a top 5 county, with baskets full of drinks, snacks, and sunscreen. - Experience beat storage.
Money went into travel, leisure, and food on the go, not long-lasting foods.
What Just Changed. And Why It Matters
Fish dropped –82% compared to July.
After being a favorite in the heat, fish was replaced by meat, pork, and bakery products. August was about grilling and family meals.
Pastries jumped +22% from July and +175% vs. last year.
Fresh, quick snacks became the choice for holidays and festivals.
Beef bounced back +76% from July.
Earlier it was too expensive for many, but in August it became a centerpiece for grills and gatherings.
Eggplant vegetable stew rose +26% from July and +91% vs. last year.
People turned to seasonal and traditional foods, stocking up for both family tables and early autumn.
Wine and spirits grew +16% and +15%.
Social events drove alcohol sales, from seaside bars to St. Mary’s celebrations.
Long-lasting foods went down.
Canned fruits, ketchup, and sauces all dropped. Shoppers picked fresh food and ready-to-eat items instead.
Friday and Saturday carried 36% of the week’s sales.
Friday alone was the single biggest shopping day. Afternoons (1–3 PM) and evenings (8–11 PM) were the busiest times.
The brands that won were ready for August.Coca-Cola, Cristim, Vel Pitar, Ursus, and Pepsi led in both units sold and shopper share. They weren’t the cheapest; they were simply present in the right missions: refreshment, meals, and travel.
Dan Marc
Brands That Moved the Market
In August 2025, it wasn’t price that moved the market, it was presence. The brands that stood out were the ones that connected with August missions: festivals, family meals, seaside travel, and holiday gatherings. Using our Retail Media Score, a metric that blends sales weight with category momentum and retail media impact, we ranked the 20 brands that did just that.
Why It Matters
- COCA-COLA and PEPSI ruled refreshment missions at festivals, beaches, and family tables, keeping top-of-mind share in every channel.
- CRISTIM and CAROLI fueled grills and gatherings, anchoring meat and prepared food baskets with consistent availability.
- VEL PITAR held daily relevance, showing up in almost every basket, from quick trips to family meals.
- URSUS and CIUCAS drove beer occasions across August, from seaside terraces to late-night festivals.
- ZUZU stayed visible in health and breakfast missions, with fresh dairy and yogurt formats.
- KINDER won quick indulgence, particularly in travel and on-the-go baskets.
- AQUA CARPATICA reinforced its place in health-driven routines, present in both urban and coastal missions.
These brands didn’t just sell more; they matched the moment. That’s what turned visibility into influence in August 2025.
How Shoppers Chose: Category Dynamics
Top 5 Growth Categories (MoM):
Why it matters:
August shopping was shaped by grills, gatherings, and holidays. Meat and processed meats led growth as families chose beef, pork, and ready-to-cook formats. Bakery and sweets gained from pastries and cakes tied to festivals and St. Mary’s Day. Beverages and dairy rose with hot weather and social meals. Cooking ingredients also lifted as households prepared simple but flavorful dishes.
Top 5 Declining Categories (MoM):
Why it matters:
Lighter summer baskets lost ground. Fish collapsed after July highs. Fresh fruits and vegetables slowed, while households switched to heavier meals. Home care and cleaning fell back as focus shifted outdoors. Cooling subcategories like ice cream and sun care peaked earlier in the summer and dropped in late August.
Key Insights:
- Meat drove August: beef, pork, and processed meats became central to family tables and grills.
- Bakery & sweets outperformed: fresh pastries replaced storage foods as the indulgence of choice.
- Beverages stayed resilient: soft drinks, beer, and water dominated summer missions.
- Fruits & vegetables slipped: shoppers turned away from light meals.
- Home care slowed: focus shifted from the household to leisure and travel.
How Shoppers Chose: Product by Product
Category Sales Highlights
This section highlights the Month-over-Month (MoM%) sales evolution across major product categories. It shows how consumer demand shifted from the previous month, offering a snapshot of rising and falling trends at category level.
What it means:
Beer, water, and bread formed the core of August baskets. Together they covered close to one-fifth of all units sold. Snacks and soft drinks remained essential for on-the-go and festival missions. Fruits stayed important in volume, but vegetables slipped. Ice cream, despite high weather demand, lost share compared to July. Tobacco held steady as a non-food anchor.
Key Insights:
- Beer and water ruled: they were the most frequent basket items, signaling refreshment and social consumption.
- Bakery stayed universal: bread and rolls appeared in nearly every household mission.
- Snacks held their ground: both sweet and salty snacks secured a stable share through travel and festival demand.
- Fresh fruit held up, vegetables slipped: shoppers opted for fruit over vegetables during hot days and holidays.
- Ice cream cooled off: after peaking earlier in the summer, its share dropped in August.
Where the Money Went: Category by Category
In August, Romanian shoppers put most of their grocery budgets into beer, water, bakery, fruits, and sweet snacks. These five categories together captured a large share of spend, showing how holidays, festivals, and hot weather reshaped baskets.
- Beer held the lead again, powered by grills, festivals, and terrace culture during long evenings.
- Social occasions made beer the go-to repeat purchase.
- Water rose into the top tier, boosted by seaside travel and heat-driven demand. It became a universal item across all regions and age groups.
- Bakery: bread and rolls remained an everyday staple, appearing in almost every basket. Pastries gained extra weight from festivals and St. Mary’s celebrations.
- Fruits held strong, led by seasonal produce that fit quick meals and summer snacking.
- Sweet Snacks entered the top five, pushed by travel, convenience, and festival occasions.
Meanwhile, vegetables and ice cream lost share compared to July. Vegetables gave way to heavier meals and meat baskets, while ice cream cooled off after peaking earlier in the summer. Meat, especially pork and beef, increased weight as family gatherings centered around grills.
Packaged, ready-to-eat formats, from snacks to bakery to prepared meats, gained ground, while basic cooking ingredients and long-prep categories slipped back.
These shifts show how August changed shopping logic: from light and cooling choices to festive, social, and convenient baskets.
The heatmap reveals clear shopping patterns across the week, highlighting how consumers time their purchases:
Meat & Processed Meats
August shifted meat demand toward grill-friendly and convenience cuts. Frozen meat and minced meat saw the sharpest growth, showing that shoppers wanted easy-to-cook formats for family gatherings and quick meals. Chicken stayed the anchor but slowed down, while turkey collapsed both month-on-month and year-on-year.
Key Highlights:
- Frozen and minced meats were the fastest-growing subcategories, pointing to demand for easy, versatile cooking.
- Prepared meats (sausages, deli cuts) rose double digits, linked to grilling and summer gatherings.
- Turkey lost relevance, down almost 20% vs. July and nearly 30% vs. last year.
- Chicken stayed dominant, but growth was modest, with small declines vs. last year.
- Canned and ready meals held their niche, slightly up MoM but down YoY, showing shoppers still favored fresh cuts when possible
Dairy & Eggs
Dairy stayed everyday-essential, with fermented dairy at the top by units.
Core staples (milk, eggs, butter) grew month-on-month, matching home meals around St. Mary’s Day and late-summer routines.
Ice-cream and dessert items kept volume but slowed against July peaks.
Cheese shifted to packed formats, while bulk cheese eased.
Key Highlights:
- Stability over novelty: milk, eggs, and butter gained steadily; this is routine buying, not promotion spikes.
- Fermented dairy leads in frequency; small pack sizes and daily use keep it near 4% of all units.
- Seasonal desserts cooled off after early-summer highs; the curve is normalizing.
- Cheese is convenience-led: packed formats hold; bulk retreated.
Bakery & Sweets
August pushed Bakery & Sweets in two directions. On one side, bread stayed universal, supplied bakery held the largest share, confirming its role as a must-have in every basket. On the other, indulgence gained strength: pastry and cakes jumped sharply, fueled by holidays, family gatherings, and festivals. Shoppers reached for easy, ready-to-eat sweets like chocolate and snack bars, while ice cream lost steam after its July peak.
Key Highlights:
- Bread stayed stable: nearly every mission still included bakery basics.
- Indulgence was event-driven: holidays and festivals lifted pastry and cakes.
- On-the-go sweets held strong: chocolate and snack bars grew as convenient picks.
- Ice cream declined: the seasonal peak ended; demand normalized.
- Bakery & Sweets split in two: staples on one side, quick indulgence on the other, both driven by different shopper missions.
Base Foods & Cooking Ingredients
August showed a split in base foods. On one side, shoppers reached more often for flavor enhancers like herbs, spices, and sugar, signaling simple upgrades to everyday meals and desserts. On the other, core staples like rice, pasta, and oil lost weight, as heavy home cooking slowed in peak vacation season. Canned goods kept their niche but didn’t expand.
Key Highlights:
- Taste mattered more than prep: herbs and spices rose double digits, showing demand for quick flavor.
- Sugar bounced month-on-month: aligned with desserts and pastries, but yearly trend stayed sharply negative.
- Oil & staples dropped: cooking oils and rice/pasta slipped as families ate out or simplified meals.
- Canned goods held steady: useful for convenience, but not growth drivers in August.
Beverages
August was about social moments and heat. Beer and water sat at the core of most baskets, while carbonated drinks kept strong everyday presence. Wine and spirits climbed fastest month-on-month, tied to holidays, festivals, and evening gatherings. Ice tea recovered versus July but still trailed last year. Dessert drinks (ready-to-drink dairy beverages) kept building year-on-year, showing steady daily use. Water held a very high share of units but flattened versus July.
Key Highlights:
- Two anchors: beer and water together shaped the bulk of beverage trips.
- Occasions drove growth: wine and spirits rose fastest in August, matching celebrations and travel.
- Everyday fizz: carbonated drinks grew month-on-month and stayed essential across ages.
- Heat helper: ice tea improved vs. July but is still below last year.
- Routine wins: dessert drinks kept climbing year-on-year, indicating stable daily habits.
- Plateau in hydration: water stayed universal, with a slight dip vs. July after earlier summer peaks.
Fruits & Vegetables
August shifted away from light, fresh meals. Fruits and vegetables both fell month-on-month, as shoppers chose grills, bakery, and easy treats. Fruits still held the larger share of the two, helped by summer snacking, but not enough to beat July. Canned vegetables inched up as a backup option for quick sides when fresh was less of a focus. Year-on-year, fruits grew solidly, showing a bigger base than last summer.
Key Highlights:
- MoM slowdown in fresh: both fruits and vegetables dropped versus July.
- Fruits > Vegetables in share: fruit kept the lead for quick snacks and simple meals.
- Canned veg as convenience: small MoM uptick signals easy side-dish use.
- YoY strength in fruits: up double digits vs. last year, suggesting a larger underlying habit.
- Seasonal switch: late-summer baskets prioritized gatherings and convenience over fresh cooking.
Home Care & Cleaning
August pulled focus away from deep home tasks. Household paper ticked up versus July, likely tied to holidays, travel, and quick restocks, but it was lower than last year. Laundry and cleaning basics kept a small, steady share, enough for routine care, not a big stock-up month.
Key Highlights:
- Light household missions: quick replacements, not full cleaning stock-ups.
- Seasonal drag YoY: household paper below last year despite a small MoM lift.
- Travel effect: away-from-home time shifts baskets toward portability and essentials.
- Planograms: keep paper and wipes near front lanes; laundry stays stable but not growth-driving in August.
Who Is Buying – Life Stage & Demographics
Real transactions, not surveys. Below is who drove August: by life stage, age, gender, city, and locality. Missions are inferred from when and what people bought in August.
By Life Stage
- DINKs (double income, no kids) led the month with the biggest share of transactions. They were followed closely by Full Nest II and Young Couples. Together, these three groups carried the biggest weight in August baskets. Families with kids (Full Nest I & II) fueled holiday meals, while Empty Nesters and Active Seniors kept steady buying habits.
- Insight: Younger, dual-income households and mid-life families drove both volume and variety, they are the pulse of August consumption.
By Age
- The backbone of shopping came from 35–54 year olds, making up half of all transactions. Shoppers 45–54 topped the list at 27%, followed by 35–44 at 24%. Younger adults (25–34) contributed 17%, while the youngest (18–24) made up less than 9%. Seniors (65+) remained a smaller but steady group at 7%.
- Insight: Retail in August was led by mid-life decision makers, households with income stability and active family missions.
By Gender
- Women drove 6 out of 10 shopping trips, accounting for 59% of transactions. Men carried the rest at 41%.
- Insight: Women remain the primary point of entry for retail baskets, critical for message design and campaign targeting.
By City
- Big cities dominated August spend: Bucharest, Timisoara, Constanta, and Cluj-Napoca led the pack. Constanta’s seaside role pushed it into the top three, showing how tourism shifts the retail map in summer. Iasi, Oradea, and Bacau rounded out the next tier, while smaller cities like Sibiu and Arad still punched above their size thanks to festivals and local events.
- Insight: Seasonal hubs like Constanta and Cluj can temporarily overtake core metros, retail media must follow the crowd.
By Shopping Mission
- August wasn’t routine shopping. The month broke down into:
- Refresh & Social: Beer, water, fizzy drinks, peaking Fridays and Saturdays, evenings 1–3 PM and 8–11 PM.
- Grill & Gather: Pork, beef, chicken, processed meats, strongest around August 14–15, before St. Mary’s Day.
- On-the-Go: Snacks, bread, sweets, spiking at festivals and travel hubs.
- Quick Refill: Essentials like bread and household paper surged right after the August 22 storm.
By Locality
- Urban areas carried 71% of transactions, rural areas the remaining 29%. Big cities absorbed most baskets, but small rural towns still showed strong local loyalty and quick-stop patterns.
- Insight: While urban dominates, rural shouldn’t be ignored. A third of the market still happens outside cities, a steady base for essential goods.
The Data Disagrees
What everyone thinks… and what’s actually happening
1. “Fish is the light summer choice.”
Reality: Fish collapsed −82% MoM in August. Shoppers left light meals behind and went all-in on grills and meat baskets.
2. “Ice cream must keep booming in the heat.”
Reality: Ice cream dropped −22% MoM, even with hot weather. After peaking in July, demand normalized as people switched to pastries and fresh bakery.
3. “Vegetables always dominate summer meals.”
Reality: Vegetables fell −9% MoM. Fruits stayed stronger, but grills and bakery took over as the main sides for August gatherings.
4. “Water always grows in heat.”
Reality: Water flattened, slightly down −1% MoM. Despite high volumes, growth slowed once peak hydration needs were met. Beer and wine gained instead.
5. “Long-lasting staples are safe bets in summer.”
Reality: Rice, pasta, and oil all declined. Shoppers avoided heavy cooking, preferring flavor boosters like spices (+18%) and ready indulgence like pastries (+22%).
6. “Sunday shopping is a family habit.”
Reality: Sunday was the weakest day of the week, again. Families either ate out, traveled, or skipped big shopping missions altogether.
ACTIONABLE RETAIL MEDIA INSIGHTS FOR BRANDS
1. Target the real shopping peaks
- Friday and Saturday carried 36% of weekly sales.
- Afternoons (1–3 PM) and evenings (8–11 PM) were the busiest hours.
What to do: Place campaigns where the traffic is: late afternoons, weekends, and right before family gatherings.
2. Follow the festivals and holidays
- UNTOLD, Summer Well, and St. Mary’s Day reshaped baskets.
- Beer, snacks, and drinks surged at events and travel hubs.
What to do: Activate media around festivals, coastal areas, and mid-August holidays — demand follows the crowd.
3. Sync with shifting categories
- Beef +76%, Pastries +22%, Wine +16% vs. July.
- Fish −82%, Ice Cream −22%, Vegetables −9%.
What to do: Invest in growing categories, not seasonal losers. Retail media is about timing — push when demand curves up.
4. Speak to who is really buying
- Women made 59% of trips.
- 35–54 year olds made 50% of transactions.
- DINKs and Full Nest families dominated life stage share.
What to do: Creative and offers must speak to women in mid-life households — they decide most baskets.
5. Don’t overlook routine essentials
- Bakery and water were in nearly every basket.
- Even when categories slowed, staples kept weight.
What to do: Pair campaign products with universal items (bread, water, snacks) to ride basket frequency.
6. Localize your impact
- Constanta jumped into top 3 counties thanks to seaside tourism.
- Cluj and Sibiu spiked with festivals.
What to do: Run campaigns regionally where people actually are, not just where they live.
