No surveys. No biases. Only truth from billions of transactions. Actionable Insights with Retail Media.

July was hot. Literally and behaviorally.
Every week came with heatwaves, festivals, and long weekends.
Big events like Kapital, Electric Castle, and Beach, Please! pulled millions outside — not into supermarkets.

People didn’t stock up. They just picked what they needed. Cold drinks. Snacks. Meat for the grill.

Shoppers made more trips, but spent less per visit. They avoided big baskets. They bought for the moment, not the month
‍This was a month of impulse. Of function. Of summer logic.
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What Shaped July
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  • Over 40°C scorched cities. People reacted fast.
    Sales of A/C units, fans, water, portable coolers, and summer clothes
  • Cold drinks and ice cream flew off shelves.
    Refrigerated categories gained ground. Timing beat pricing.
  • Weekends moved outdoors.
    Travel essentials, fuel, camping gear, and local services surged as shoppers left town.
  • Fashion followed function.
    Festival wear, sunglasses, seasonal shoes, and backpacks became bestsellers — driven by holidays and concerts.
  • Experience won over accumulation.
    Spending shifted to leisure, travel, and food on the go.
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What Just Changed. And Why It Matters

132M anonymized transactions from +6.9Mn. households. That’s not a sample. That’s how Romania shops.

People stopped shopping for the week.
July was all about quick top-ups. Fill-in missions were the most common, followed by weekend meals and urgent needs. Big shopping trips took a back seat.

Fish sales exploded +410%.
No other category came close. With high heat and short prep time, fish became the go-to meal. Light, easy, fast.

Meat, beef, and sausages surged +16–27%.
The grill came back. Families prepared for summer meals with simple formats: sausages, pork, chicken, and ready-to-eat cuts.

Spices rose +21%.
Shoppers wanted an easy flavor. These were small upgrades to simple meals, not big recipes.

Canned fruits, sugar, and ketchup declined –13% to –14%.
Heat, not storage, shaped decisions. These categories dropped as shoppers avoided heavy ingredients and pantry-style meals.

Meat led all food categories at +32.8% MoM.
It drove more growth than cleaning, dairy, or base foods—showing the emotional and social power of grilling season.

Top items in the basket: beer, fizzy drinks, fruit, ice cream, water.
These five made up over 27% of all sales. Together, they tell one clear story: people wanted cold, easy, feel-good products.

Weekend and evening sales spiked.
Friday and Saturday alone made up 38% of total weekly sales. Evenings between 17:00–21:00 drove most transactions.

The brands that won were those ready for heat.
Coca-Cola, Cris-Tim, Caroli, and Pepsi dominated not because of discounts, but because they matched the weather, mission, and timing.

If you waited for shoppers to plan, you missed them. July was about impulse, not intention. They bought what felt right in the moment: cold, quick, and easy.

Dan Marc

CEO & Co-Founder

Brands That Moved the Market


In July 2025, winning the shelf was not enough. The brands that moved the market were the ones that showed up early, often, and right where the shopper needed them. Using our Retail Media Score, a synthetic metric that blends actual sales with retail media visibility impact,  we ranked the 10 brands that did just that.

Why It Matters

  • COCA-COLA and PEPSI dominated summer drink missions with high recall and omnichannel delivery.
  • CRIS-TIM and CAROLI led grill baskets and weekend missions with consistent store presence.
  • VEL PITAR remained a daily staple, visible in both basket and shelf data.
  • CIUCAS and URSUS won summer consumption occasions beyond the home.
  • HOCHLAND rode mission-based targeting with ready-to-use cold meals.
  • JACOBS maintained a strong presence in morning missions.
  • AQUA CARPATICA earned its place in health-driven routines with both format and frequency.

These are not just top sellers. They are top performers in the retail media space — present, persistent, and proven to drive both brand and business impact. This is where sales, signals, and screen time align.
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How Shoppers Chose: Category Dynamics

Top 5 Growth Categories (MoM):

Why it matters:
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July shoppers focused on fast, simple meals. Fish became the top choice: easy to cook and light for hot days.
Beef and other meat went up, driven by BBQs and weekend meals. Spices and sausages added quick flavor.
Shoppers didn’t cook big meals, they kept it simple.


Top 5 Declining Categories (MoM):

Why it matters:
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These categories dropped because people cooked less. They avoided anything that took time or effort.
But not all of this demand disappeared—some of it moved outside stores.
Spending likely shifted to terraces, beach bars, and festivals during July’s big outdoor events.

Key Insights:

  • Shoppers bought fast meals, not full recipes.
  • BBQ meats and flavor boosters replaced cooking ingredients.
  • Evening and weekend sales show people prepared for family time, not everyday meals.
  • Wine didn’t disappear, it probably moved to the restaurant table, not the grocery basket.
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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.

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What it means:

Shoppers leaned into essentials and pulled back from less practical purchases.

Meat rebounded sharply, up 32.8%, likely fueled by summer grilling, social meals, or pantry restocking. Cleaning Products (+7.8%) and Dairy & Eggs (+6.2%) also performed well, reflecting continued focus on hygiene and functional staples.

However, Cooking Ingredients & Base Foods showed just slight growth (+0.5%), suggesting limited interest in meal prep. At the same time, declines in Bakery & Sweets (–1.6%), Beverages (–4.4%), and Fruits & Vegetables (–6.6%) point to reduced spending on indulgent, fresh, or effort-intensive items. Convenience, value, and utility remain top priorities.

Key Insights:

  • Meat was the top driver this month, bouncing back significantly, possibly due to social meals and a return to high-protein habits.
  • Cleaning Products remained in demand, likely fueled by seasonal hygiene routines in family households.
  • Dairy held stable, showing preference for simple, functional nutrition.
  • Cooking ingredients remained flat, reinforcing the trend away from time-intensive cooking.
  • Declines in Bakery, Beverages, and Produce suggest consumers are cutting back on both treats and perishables, with value and convenience driving choices.
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Where the Money Went: Category by Category


In July, shoppers in Romania spent most of their grocery budgets on beer, carbonated drinks, fruits, ice cream, and salty snacks. These five categories alone captured a significant share of wallet, signaling a clear seasonal shift in basket priorities.

  • Beer held the top spot, fueled by high temperatures, weekend gatherings, and terrace culture in full swing. Social consumption drove repeat purchases.
  • Carbonated Drinks kept rising, supported by both sugary sodas and water alternatives. These beverages played a central role in hydration across age groups.
  • Fruits like melons and berries saw strong demand, aligning with summer snacking behavior and lighter meal preferences.
  • Ice Cream and Desserts ranked high again. Indulgence remained key, especially among families with kids out of school.
  • Salty Snacks like chips and crackers completed the top five, often paired with drinks or grabbed on the go.

Meanwhile, core food categories like vegetables, bread, and meat still contributed meaningful volumes, but lost relative share. Instead of full-meal prep, shoppers leaned toward smaller, ready-to-eat formats that matched short missions and outdoor habits.

Products with long shelf life, like bottled drinks, snacks, and pre-packed meats, gained relevance, while basic ingredients and traditional cooking staples like sweet products and vegetables declined in weight.

These shifts show how summer changed not just what people bought, but why: from practicality to refreshment, from routine to impulse.

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The heatmap  reveals clear shopping patterns across the week, highlighting how consumers time their purchases:

Midweek pulled the most weight.
Wednesday was the strongest day across nearly every category, from drinks and snacks to fresh meat and fruit. For most brands, that’s the best moment to be in-store and in front of shoppers.

Fridays stayed strong.
As expected for summer, shopping picked up before the weekend. Drinks, ice cream, and meat categories showed clear Friday peaks, linked to social plans, barbecues, or weekend prep.

Sundays underdelivered.
Sunday had the lowest sales across the board. Bakery, meat, and ready meals all dropped sharply. A clear signal: shoppers either rest, eat out, or plan less that day.

Early July was busiest.
The first 10 days of the month captured a higher share of spend. Peak days were July 3rd and 4th, possibly driven by heat and early-month budget. Sales slowed down after July 28; a mix of vacation departures and end-of-month budget fatigue.

Meat & Processed Meats

In July 2025, Meat & Processed Meats experienced varied shifts in shopper behavior, shaped by summer routines, weekend BBQs, and changing consumption habits:

Key Highlights:

  • Fish saw a +410% spike, the strongest growth across the entire group, likely driven by seasonal demand, lighter meals during heatwaves, and fresh counter promotions in urban and sub-urban areas.
  • Beef rose by +26.7%, reversing its June decline, signaling a renewed interest in protein-rich meals, possibly tied to weekend family cooking and special occasions.
  • Core meat and meat products (up +22.2% and +16.3%) sustained strong momentum, aligned with continued demand for grilling cuts and processed formats like ham and salami.
  • Bulk sausages registered a more modest +4.1% growth, indicating either saturation or competition from ready-to-grill marinated options.

Brand Dynamics

  • Cris-Tim led the category with a dominant 17.4% share, powered by wide-format availability and strong shelf-level visibility, especially in processed meats and sausages.
  • CAROLI followed with 14.2%, maintaining brand loyalty through price-accessible options and aggressive multi-retailer presence.

Dairy & Eggs

July marked a steady recovery across all dairy and egg products, a sign of normalization after months of flat demand and erratic basket patterns.

Key Highlights:

  • ‍Eggs led the pack with a +13.2% MoM increase, likely fueled by back-to-basics meal prep and high weekday consumption.
  • ‍Dairy overall was up +12.7%, with strong contribution from milk, cream, and breakfast pairings like kefir and sana
  • Bulk cheese outperformed packed cheese, rising +7.8% vs. +3.1%, signaling shopper preference for better value per gram in inflation-aware baskets.
  • Yogurt & Kefir grew +5.1%, driven by functional eating, snacking, and heat-friendly refreshment needs.

Brand Dynamics:

  • HOCHLAND, ZUZU, and NAPOLACT led in value share. Their consistent shelf presence and diversified formats (packed, sliced, dessert) helped them stay top-of-mind.
  • COVALACT followed closely, anchoring on regional trust and strong in-store visibility.

Bakery & Sweets

The category showed signs of stabilization in July. While not delivering breakout growth, it maintained relevance in small indulgences and quick breakfast fixes.

Key Highlights:

  • Dressings unexpectedly led with a +8.0% MoM increase, likely tied to homemade cold snacks, sandwich prep, and summer salads.
  • Pastry was up +2.2%, fueled by early-day missions and café-style habits.
  • ‍Cakes held flat with a +0.5% gain, most likely limited to weekend or celebration-based purchases.
  • Sugar Confectionery slipped -1.5%, indicating declining impulse buys or shifts toward healthier formats.
  • Honey stayed flat, suggesting a continued decline in pantry-stock missions for sweeteners.

Brand Dynamics:

  • MILKA led with a 7.03% share, driven by its deep portfolio across indulgence types, from bars to filled formats.
  • 7 DAYS, KINDER, and CORSO followed, each strong in convenience formats and brand familiarity.
  • ROSHEN and others made gains in value-led segments, particularly outside top-tier cities.

Base Foods & Cooking Ingredients

After several months of pantry reset and back-to-fresh habits, July signaled a modest return to cooking basics. This was driven less by routine shopping and more by home-prepped meals tied to school holidays and lower HORECA traffic mid-week.

Key Highlights:

  • Flour surged +11.3%, most likely from seasonal home cooking, especially in suburban and rural communities
  • Pasta climbed +6.2%, signaling continued demand for quick meal formats.
  • Cooking oil remained steady at +4.5%, reflecting stable day-to-day meal prep.
  • Rice and Sugar both edged up slightly (+3.7% and +2.9%) core staples, but no longer stockpiled.
  • Salt showed no significant movement, and Cornmeal dipped slightly, likely due to fewer traditional dishes during summer.

Brand Dynamics:

  • BANEASA led the category with a 14.2% share, anchored by a wide assortment in flour and pasta.
  • UNIVER and BOROMIR maintained strong visibility across meal-prep occasions, aided by strategic placement and bundling promotions.

Beverages

July 2025 was hot, but beverage choices didn’t follow a predictable summer spike. Shoppers were selective, price-conscious, and behavior-driven, favoring drinks tied to social moments, while cutting back on casual refreshment.

Key Highlights:

  • Spirit Drinks grew +3.8%, signaling a lift from summer gatherings, barbecues, and weekend leisure missions.
  • Water held flat (+0.4%), despite the weather, suggesting saturation or routine weekly top-ups rather than bulk buying.
  • Wine declined -0.6%, likely tied to a drop in at-home dining occasions and less celebration-driven consumption.
  • Non-carbonated Drinks dropped -0.8%, pointing to substitution with other formats like cold teas or flavored water.
  • Carbonated Drinks saw the sharpest drop (-2.9%), a sign of shifting tastes, higher prices, or format fatigue. Despite high volume, growth slowed for carbonated drinks, signaling saturation or price fatigue, not a drop in relevance.

Brand Dynamics:

  • COCA-COLA led with 9.05% share, but saw pressure from category fatigue and rising promo competition.
  • PEPSI held 6.08%, driven by stronger visibility in suburban and rural stores.
  • CIUCAS and URSUS dominated summer beer baskets, high share, low effort, weekend-ready.
  • AQUA CARPATICA posted a solid 3.48%, anchored in urban, health-conscious shopper groups.

Fruits & Vegetables

Freshness met price pressure in July. While the category stayed essential, the data shows shoppers made fewer exploratory choices and stuck to known, meal-ready formats. Weather and weekday patterns both shaped demand.

Key Highlights:

  • Potatoes and other core meal bases held their ground, especially on weekdays. These purchases were clearly function-first.
  • Prepped & frozen vegetables saw growth, helped by ease of use and longer shelf-life during vacation weeks.
  • High-MoM performers included items used in grilling or salads, a nod to seasonal cooking missions.
  • ‍Exotic or high-priced options dropped, indicating that most buying stayed within core, price-sensitive SKUs.

Brand Dynamics:

  • AVIKO dominated prepped potato and frozen veggie formats.
  • WORLD OF TASTE, and BONDUELLE followed, all positioned around convenience and multi-meal utility.
  • EDENIA secured relevance through frozen goods, making it a smart summer pantry play.

Home Care & Cleaning

The category remained routine-driven, with modest shifts that reflect consistent habits rather than new behaviors. Volume stayed flat, with shoppers sticking to known brands and value formats.

Key Highlights:

  • Home Care Products grew +4.6% MoM, supported by small restocking missions and urban demand.
  • Textiles & Home Decorations posted a strong +29% spike, likely driven by home resets or seasonal decor.
  • Cleaning Products dropped slightly (-0.4%) possibly due to saturation from previous months.
  • Household Paper declined -1.9%, consistent with reduced bulk buying over the summer.

Brand Dynamics:

  • AROXOL and FAIRY benefited from habitual use, brand recall, and trusted performance.
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Who Is Buying – Life Stage & Demographics

Understanding who shops and why is the foundation of effective retail media. In July 2025, shopper behavior was shaped by age, gender, location, and life stage. These are the profiles that moved the market.
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By Life Stage

  • Families with Kids made up the largest shopper segment, contributing 31.1% of customers. They drove volume across essential categories: snacks, fresh meat, and drinks.
  • Single Adults & Young Couples followed with 23.9%, skewing toward cold treats, beverages, and last-minute shopping missions.
  • Elderly Shoppers represented 17.1%, showing higher frequency and loyalty in basic cooking ingredients and health-related items.
  • Empty Nesters and Middle-Aged Adults Without Kids together made up 27.9%, typically involved in stock-up and mission-based trips.

‍By Age

  • 25–44-year-olds were the dominant age group, accounting for 46.6% of transactions.
  • The 18–24 segment played a key role in quick missions and indulgent categories (snacks, ready meals).
  • Shoppers over 55 contributed 19.6%, maintaining steady purchase patterns, especially in traditional staples and routine-driven categories.

By Gender

  • Women made 60.1% of transactions, clearly leading across most mission types and categories.
  • Men accounted for 39.9%, with higher relative presence in alcoholic beverages and urgent trips.

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By City

  • Bucharest dominated with the highest share of national sales, followed by Cluj, Iași, Timișoara, and Constanța.
  • Together, Romania’s top 10 cities delivered over 60% of national transaction volume, reinforcing the importance of city-based targeting.

By Shopping Mission

  • Fill-in Missions were the top value drivers across all segments.
  • Special Occasions showed major gains, confirming the shift toward outdoor and summer-triggered gatherings.
  • Urgent and Discovery missions remained strong, especially among Gen Z and Millennials.

By Locality

  • Urban and Suburban areas together generated 83.6% of transactions, showing strong adoption of convenience and mission-led shopping.
  • Rural areas held a 16.4% share, with a clear focus on stock-up and planned shopping behavior.

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Why It Matters

Retail media works best when it speaks to real people in real life moments. July data confirms:

  • Families and young urban shoppers dominate retail value.
  • Fill-in and special occasion trips are key opportunities for contextual media.
  • Women drive most buying decisions, but men lean in more for urgency and drink categories.

This is how precision targeting becomes practical execution. The better you understand who’s buying, the better you can influence what they buy next.


ACTIONABLE RETAIL MEDIA INSIGHTS FOR BRANDS

1. Target Fill-In Missions with Fast-Moving Essentials

Fill-in trips were the top driver of sales in July. Prioritize snack formats, chilled beverages, and ready meals with in-store media that triggers quick decisions, especially on Thursdays and Fridays, when volume peaks.
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2. Activate Outdoor-Driven Consumption Moments

The heatwave and holiday season amplified demand for cold treats, fresh drinks, and BBQ-related items. Brands in these categories should plan contextual campaigns tied to weather triggers, weekend peaks, and urban outdoor hubs.
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3. Focus on Families and Young Adults

Over half of all buyers were either families with kids or young urban couples. Use life stage targeting to promote family-size SKUs, kids' categories, and price-sensitive combos. Younger segments respond better to digital screen engagement and mobile-triggered offers.
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4. Own City Hotspots with Regional Campaigns

Top 10 cities drove 60%+ of all value. Geo-target campaigns to dominate urban traffic corridors, high-frequency stores, and known micro-clusters in Bucharest, Cluj, Iași, and Constanța.
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5. Women Lead, Men Trigger Urgency

With women responsible for 60%+ of transactions, build creatives that speak to them across home care, food, and everyday essentials. Tap into urgency-based targeting for men, especially around alcoholic beverages and evening missions.
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6. Use Weekly Sales Rhythm to Time Campaigns

Sales build up Thursday to Saturday, then drop on Sunday. Schedule heavier rotations mid-to-late week to maximize reach and ROAS. Use light pulses on Mondays to stimulate early-week demand.
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7. Pair Media with Occasion Signals

Special occasions generated outsized value in July. Align campaigns to real-world cues like weekend BBQs, seaside travel, and summer parties. Combine these with mission-based creatives (e.g., “Last-minute Drinks Run?” or “Stock Up Before the Heat Hits”).
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8. Match Creative Format to Shopping Context

Use shelf-level screens and mobile proximity ads for quick missions. Reserve longer-form storytelling or hero products for stock-up or planned missions—these shoppers are more deliberate and give media campaigns more dwell time.
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9. Trigger Media with Weather

Hot days directly increased sales of drinks and ice cream. Use dynamic triggers to tie hot weather to high-impact, in-store or on-app placements.


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