No surveys. No biases. Only truth from billions of transactions. Actionable Insights with Retail Media.
In April 2025, Romanian shoppers moved with intention. The first warm days triggered a seasonal shift in demand: fresh vegetables led baskets, followed closely by beer, pork, and carbonated drinks — a clear signal that spring habits and social moments were in full swing. At the same time, daily essentials like water, bread, and dairy remained foundational, anchoring frequency and volume across all retail formats.
Behavioral shifts are also emerging across audiences. Families with young children and mature singles continue to drive the bulk of spending — but we’re seeing rising momentum from young professionals and urban empty nesters, particularly in convenience missions and impulse categories.
* Over 100 million anonymized grocery transactions analyzed. Based on actual behavioral and sales data, both in-store and online.
What Just Changed. And Why It Matters
In April, Easter drove a sharp seasonal spike—eggs became a basket essential, while lamb emerged as a symbolic, high-impact occasion purchase.
- 124 million real transactions analyzed.
That’s not a panel — that’s the real-time behavior of Romanian shoppers.
- +22% uplift in beer, fresh produce, and soft drinks.
Spring didn’t just bloom — it reshaped the top of the basket.
- Water, vegetables, pork, and beer led April’s carts.
Impulse, indulgence, and essentials now coexist. And they convert — daily.
- Urban traffic spikes in the 25–54 age range.
Especially among mature singles and young families. Segments that don’t just shop, they influence shelves.
- The big picture:
Romanians are rebalancing for practicality, routine, and lifestyle-driven discovery.
This isn't seasonal noise. It’s a structural shift in how, when, and why people shop.
When brands want truth, they come to Footprints AI. No surveys. No assumptions. Just facts — from the real world.
Dan Marc
CEO & Co-Founder
How Shoppers Chose — Category Dynamics
Top 5 Growth Categories (MoM):
- Suncare → +612.50%
- Season Gifts → +395.69%
- Ice Cream and Desserts → +173.93%
- Seasons → +136.10%
- Textiles and Home Decorations → +72.48%
Top 5 Declining Categories (MoM):
- Salads → -42.78%
- Beef → -38.27%
- Flowers Garden Articles → -28.19%
- Meat → -22.93%
- Fish → -17.43%
Key Insights:
- The sun came out — and so did new missions. Suncare up +612% in just one month. That’s not seasonal. That’s behavioral.
- Gifting and ice cream in the same cart? Yes. Easter met spring — and Romanian shoppers made it emotional and indulgent.
- Home took center stage. Textiles, home decor, and seasonal items are climbing faster than protein. Shoppers are curating their space.
- Red meat slowed. Beef down -38%, fish down -17%. It’s not a diet — it’s a post-Easter reset.
- Salads dropped -43%. Shoppers aren’t skipping greens — they’re just not cold. It’s a pivot to warm weather meals and grill moments.
Actionable Retail Media Insights for Brands:
- Think ahead of the season. Suncare and dessert categories are high-speed spring starters — and deserve more than a gondola endcap.
- Rethink impulse. Ice cream and gifting surged together. Trigger seasonal combos with on-screen storytelling and basket-building bundles.
- Cut the meat, keep the meals. Shift messaging from heavy proteins to fast-prep dishes, chilled sides, and meal solutions.
- Cleanliness is a mood. Home-focused categories aren’t functional — they’re emotional. Use audio and screen media to connect with that state of mind.
- Don't just follow the footfall. Go where the intent is. In spring 2025, it’s not the format that wins — it’s mission-based activation.
How Shoppers Chose — Product by Product
Category Sales Highlights
Where the Money Went — Category by Category
Understanding what sold is only part of the story. To deliver smarter retail media, we go deeper into the hours, the days, the missions, and the behaviors that shape each purchase. From fresh food routines to weekend indulgence spikes, from early-morning essentials to end-of-day impulses, April 2025 revealed not just what Romanians buy — but how they live, and when they’re most likely to act.
This is the blueprint for timing, targeting, and delivering media with precision.
Key Insights
- Fresh rules the cart.
Vegetables, Pork, Chicken Meat, and Fruits dominate. Romanian shoppers are staying rooted in fresh, local, and daily-consumed categories.
- Beverages drive occasions.
Beer and Carbonated Drinks sit near the top. Social, warm-weather, and meal pairings are shaping basket behavior.
- Indulgence is mainstream.
Sweet Snacks, Dessert Drinks, and Yogurt/Kefir Desserts show strong, steady demand — proof that treating oneself is now routine.
- Bakery and dairy are anchors.
Supplied Bakery, Cheese, and Milk Cream hold their ground — these are daily-trip drivers, not background players.
- Protein goes wide, not deep.
Beyond Pork and Chicken, both Bulk and Packed Sausages show strong share. Consumers are looking for flexible formats, not just fresh cuts.
- Lamb remains a deeply seasonal.
Culturally specific product, tied almost exclusively to Orthodox Easter celebrations. This confirms its role as a ceremonial purchase, not a weekly or even monthly protein.
Actionable Retail Media Insights for Brands
- Front-load fresh.
Retail media for vegetables, fruits, and bakery should be always-on, high-frequency, and visible — near entrance, produce, and chilled sections.
- Activate beverages by mission.
Use in-store screens and audio to shift messaging by daypart: lunch = cola; evening = beer. Trigger social moments, not product specs.
- Indulge with intent.
Highlight snacks and dessert drinks in checkout media, express lanes, and mobile-first activations. These aren’t planned purchases — they’re emotional.
- Reformat protein messaging.
With sausages trending, focus campaigns on format flexibility: quick meals, grilling, breakfast. Less about cut, more about use-case.
- Dairy deserves dynamic slots.
Milk cream, cheese, and yogurt need screen rotation by audience — morning for families, evening for single professionals. Match product to mission
Key Insights
- Midweek moved the most money.
Wednesday to Friday concentrated the highest sales value across top categories. That’s when planned missions (fresh food, protein, beverages) peaked.
- Weekend behavior changed.
Unlike traditional spikes, Saturday showed tighter windows of shopping — mostly before 2 PM. Sunday was calmer, with a heavier focus on essentials and lighter baskets.
- Monday was the quietest day, reinforcing its role as a post-weekend reset. Ideal for low-pressure promos, restocking cues, and loyalty activation
- 12:00–14:00 was the peak sales engine.
Across almost all categories, this window drove the highest value — aligned with lunch breaks, daily missions, and convenience stops.
- 16:00–19:00 brought the second wave, especially for beer, snacks, and protein categories. This is where occasion-based messaging drives results.
- Pre-10:00 and post-20:00 underperformed.
These are not high-value hours. Use them for low-frequency media or personalized Loyalty nudges.
Actionable Retail Media Insights for Brands
- Plan weekday-by-category delivery.
Beer? Target Thursday and Friday evenings. Vegetables? Midweek mornings. Sweet snacks? All-day Friday impulse placements.
- Sync screens and audio with daypart logic.
Rotate creative every 4 hours to match actual intent — not static loops.
- Don’t just chase footfall. Follow value.
The when is as important as the what. In April 2025, sales value had a clock — and the brands that moved with it won.
- Lunchtime Promotions (12–2 PM): Ideal slot for impulse categories like snacks, drinks, ready-to-eat, and bakery items. Use audio triggers or quick scan offers.
- Evening Focus (4–8 PM): Target working adults with convenience-driven products (meal kits, beverages, ready meals).
- Morning Activation (8–11 AM): Great window for essentials, dairy, bakery, and breakfast categories — especially for weekday store visits.
- Midweek Campaign Boost (Tues–Thurs):
- Ideal for high-inventory turnover products (e.g. fresh food, bakery, beverages).
- Launch short-duration in-store activations midweek to take advantage of traffic.
- Friday Focus:
- Position weekend-prep bundles (e.g. beer, snacks, grilling kits) through screens and shelf media.
- Perfect time for high-visibility audio ads.
- Weekend Shopper Nudging:
- Use light, impulse-style promotions targeting grab-and-go behavior.
- Highlight convenience products and fast checkout.
Meat & Processed Meats
In April, Easter fueled a broad surge in meat category sales—with lamb playing a key seasonal role alongside pork and chicken
- Pork: +55.85% MoM volume, driven by boneless shoulders and leg cuts
- Prepared meats (sausages): +43.85% MoM, BBQ season boosted demand
- Chicken: +3.28%, while beef tanked (-38.27%) due to price sensitivity
- Basket value peak: +82% WoW on April 16; SKU prices up +12%
Dairy & Eggs
- Dairy volumes: +65.58% MoM, +22% basket value peak on April 17–18
- Top SKUs: Rarăul Telemea Vrac (3.2%), Hochland Telemea Natur Vaca 350g (2.64%), Zuzu Lapte 35% Grasime 1L (2.52%)
- Butter & Margarine: +28.95% MoM volume, linked to baking needs
Bakery & Sweets
- Home baking boom:
- Dessert Ingredients +66.65% MoM
- Jams +22.84%, Supplied Bakery +12.22%, Sugar Confectionery +9.56%
- Cakes sales dipped: -4.12% MoM — likely due to early March buying
- Basket values spiked: +53% MoM and +40% WoW near Easter weekend
Base Foods & Cooking Ingredients
- Top movers: Herbs & Spices (+30.47% MoM)
- Oil & Vinegar: +16.94% MoM, with Unisol 2L taking 18.6% value share
- Condiments & Soups: +5.37% MoM — essential for holiday recipes
Drinks
- Alcohol spike: Wine & Traditional Spirits +34.32% MoM, Beer +24%, Other Spirits +11.75%
- Basket value volatility: Alcohol purchases peaked +18.16% MoM around April 18
- Top SKUs: COCA COLA 2L, Pepsi Cola 2L, Bere Timisoreana 2L, Borsec Apa Minerala Carbogazoasa 1.5L
Fruits & Vegetables
- Fresh Produce: +15.12% MoM, driven by salad prep
- Top volume drivers: Cucumbers, Cherry Tomatoes, New Potatoes
- Preserves: Fruit preserves +13.59%, Pickles +12.12% (for traditional platters)
- Fruits: Modest +5.52% MoM; bananas led with 13.56% share
Who Is Buying – Life Stage & Demographics
Top Buyer Segment: Urban Families (2+ children) for Food & Home Care.
Gender Split: 76.13% Female | 23.87% Male
Age Brackets: 25-34 & 35-44 age segments remained dominant in high-value transactions
Key Insights
- Top Performing Segment: The 25–34 age group has the highest number of transactions, followed by 45–54 and 35–44.
- Younger shoppers (18–24) and older shoppers (55–64) have significantly lower transaction volumes, indicating lower engagement or basket frequency.
Actionable Retail Media Insights for Brands
- 25–34 Segment:
This tech-savvy, convenience-driven audience is highly responsive to digital screens, QR codes, and mobile-driven promos. Tailor dynamic content, time-sensitive offers, and subscription or loyalty hooks for them.
- 45–54 & 35–44 Segments:
These segments likely include families or established households. Position bulk offers, multi-buy promotions, and category cross-sells (e.g., dinner kits + drinks).
- 18–24 Segment:
Although lower in volume, this group can be targeted with value-driven campaigns, snacks, and on-the-go products, especially near universities or urban transport hubs.
- Young Singles & Young Couples:
Prioritize categories like snacks, soft drinks, personal care, and alcohol. Use dynamic, time-based in-store media that fits their flexible schedules and spontaneous shopping behavior.
- Mature Singles:
A prime segment for ready meals, tobacco, and beverages. Consider targeted offers post-work hours (6–8 PM) and weekend promotions.
- Families with Young Children:
Lean on cross-category bundles (e.g., diapers + baby food + wipes) and seasonal promotions. Target weekend daytime and early evenings when shopping occurs with kids.
- Targeting Singles (Young + Mature):
- Leverage category-focused promotions like snacks, alcohol, and ready meals.
- Emphasize evening and weekend slots for higher media impact.
- Families with Children:
- Use bundled promotions across baby care, groceries, and hygiene.
- In-store screen content can feature quick meal suggestions or loyalty bonuses.
- Solitary Survivors:
- Focus on easy-prep meals, daily essentials, and affordable single-serve options.
- Position media delivery in early morning or midday slots, which better match their patterns.
When People Are Buying – Timing Insights
Peak Shopping Windows:
- Wednesday & Friday, 10 AM–12PM
- Saturday, 10 AM–12 PM
- Sunday post-6 PM (highest basket value)
- Monthly Highs: April 17-18
Key Insights
- Peak Activity Zones:
- Midday (12:00–14:00) across Tuesday to Friday shows the highest concentration of sales.
- Secondary intensity is seen in late afternoons (16:00–19:00) on Fridays and Wednesdays.
- Low-Activity Periods:
- Overnight hours (00:00–06:00) remain quiet across all days.
- Monday has the lowest overall intensity, suggesting a conservative shopping pattern post-weekend.
- Female shoppers dominate the transaction share consistently throughout the day, especially from 10:00 to 19:00.
- Male activity peaks modestly between 10:00 and 17:00, but remains significantly lower across all hours.
- 25–34 and 45–54 are the most active age groups throughout the day.
- 35–44 has consistent midday and evening participation, ideal for flexible campaign timing.
- Younger groups (18–24) and older (55–64, 65+) show lower but stable activity, skewing earlier in the day.
Actionable Retail Media Insights for Brands
- Midweek Power Hours (12:00–14:00):
Focus promotions on snacks, drinks, and ready-to-eat products. Run short-burst media campaigns or flash deals.
- Friday Afternoon Surge (16:00–19:00):
Ideal for weekend-prep campaigns — feature alcohol, grilling kits, treats, and family meal bundles.
- Saturday Late Morning (10:00–13:00):
While less intense, this is a solid block for routine grocery shopping — good for essentials, baby care, and household items.
- Design campaigns with female-focused messaging for peak hours.
- If targeting male shoppers, emphasize products with strong brand recognition or high utility, and concentrate exposure mid-day.
- Schedule dayparted campaigns aligned with target age demographics.
- Use early AM slots for 55+ targeting (e.g., essentials, pharmacy), and midday–evening for active consumers in prime working years.
Where People Shopped – Regional Trends
Top Regions by Volume:
- South – 22.01%
- North-West – 14.93%
- South-West – 14.26%
Fastest Growing Cities (MoM):
- Gorj – +12.68%
- Braila – +11.08%
- Bistrita-Nasaud– +10.52%
