Reaching the consumers

Marketing opportunities

Consumer behavior

According to the Institute of Romanian Statistics Romania's 2005 Annual Statistical Report on household spending: the total average expenditure per month per household amounted to RON 1565 for employees, RON 945.51 for farmers, RON 891.31 for the unemployed and RON 889.09 for pensioners. Purchases of food and beverages account for 39% to 57% of the total expenditures, followed by energy costs (water, electricity, gas) which vary between 11% and 17%.

The average Romanian consumer needs to be educated in the usage of food products that s/he has never previously purchased or consumed. Knowing this fact, food companies wishing to enter into the Romanian market have used training to inform their potential clientele: the consumption of croissants (which have now become common place), consumption of wine (used to be mixed with sodas to be more sweet) and its harmonization with the meal, demonstrations of the uses of caterers and home food delivery.

However, for new technologies and latest clothing fashions, Romanians are very fast at adapting.

Neologisms from English are immediately integrated: "orange" - phone company which is pronounced as the English, also like "Carrefour" (kaer'four), etc, Romanians are historically accustomed their fads and trends coming from the United States, during the time of communism.

Consumer profile and purchasing power

According to the 2005 annual statistical report on the Romanian population, approximately 55% of the population is from urban areas compared with 45% who resides in the rural areas. In 2008, among the 22.2 million Romanians, 15.6% of the population was of 0-14 years old, 69.6% are 15-64 years old and 14.7% are 65 and over. The average age is 37.3 years with a rate of negative natural growth. The average life expectancy is 68 years for men and 75 years for women. On average women have 1.38 children. Men generally marry at 30 years and women at 27 years (average age has increased over the years).

In 2007, per capita GDP was about $11,100 USD, which gives Romania one of the lowest purchasing power parities in Europe, despite the fact that Romania has experienced the largest increase in wages in Europe. The inflation rate stands at almost 5%, which partly explains the situation.

Consumers associations

National Association for Consumer Protection and the Promotion of Programs and Strategies in Romania
National Authority for Consumer

Main advertising agencies

Union of Romanian Advertising Agencies
List of several advertising agencies operating in Romania
ARS Advertising SA
B.V MC CANN ERICKSON SA

Distributing a product

Market shares

The best-known brands in Romania are those of brand Aro (Automobile Romania), Clever, Metro Quality, the brand '1', the brands of Carrefour and of Cora. In 2006, only 9% of the population did not know these brands
A study in October 2008 shows that about 435 retail brands spread throughout Romania, 40% are discount stores (Profi, Plus Discount, Penny Market, Minimax) and 32% are supermarkets (Billa, Mega Image, Carrefour, Spar, Interex ...); 17% are hypermarkets (Cora, Auchan, Kaufland, Real, Carrefour) and 9% are convenience type stores (Metro, Selgros).

Organizations in the retail sector

FMCG Romania (English - Romanian)

Market access procedures

International Conventions

Party to the Montreal protocol on Substances that deplete the Ozone Layer
Wassenaar arrangement on export controls for conventional arms and dual-use goods and technologies

Main International economic cooperation

1 January 2007, Romania joined the EU. Since becoming a member of the EU Romania's trade has increased with the countries originally apart of the EU and have been exempt from customs duties.

Romania is a member of the UN, the Organization for Security and Cooperation in Europe, the Council of Europe, the International Organization of Francophonie, ASEM (Asia-Europe Meeting) etc.

Non tariff barriers

Romania does not impose import quotas or tariffs. Import permits are required for the import of pharmaceuticals, chemicals and medical products. Health and safety standards are in force along with pollution standards for products which could harm the environment. Agricultural safety certificates are required for the importation of plants and vegetation. Documents regarding transport, recommendations are for a business letter which must have at least one original and four copies, the certificates of origin must be provided with the original and no less than five copies or more.

Customs duties and taxes on imports

Customs duties no longer exist for commercial trade with EU countries. For other countries, customs duties generally amount up to 30% depending on the type and technical characteristics of the goods.

Customs classification

Accession to the European nomenclature.
The declaration of intra-European Union VAT is based on EU Regulations.

Import procedures

Joining the AEO status, Agreed Economic Operator, allows the unloading of merchandise at the destination to be considered them to be customs cleared. Since the entry into the EU of Romania, customs duties were removed.

Importing samples

More on import procedures since the joining of the EU.

For further information

The National Customs Authority of Romania

Organizing goods transport

Main useful means

The rail network covers 11,385 km, the road network are 198,817 km of which 60,043 km are paved roads (including 228 km)of expressway) and 1,731 km of navigable waterways (including 1075 km on the Danube, 524km on secondary networks, and 136 km of canals).

Ports

The port of Constanta
The Port of Tulcea

Airports

Henri Coanda International Airport-Bucharest

Sea transport organizations

Romanian Ministry of Transportation

Air transport organizations

International Association for Air Transportation in Romania

Road transport organizations

Ministry of Transportation

Rail transport organizations

Ministry of Transportation
Law No. 128/2004 on rail transport

Identifying a supplier

Type of production

Equipment and electrical machinery; Textiles and Footwear; Automobile assembly; construction materials; metallurgy; oil refining.

Business directories

Information from Romania
Romanian Yellow and White pages
Romanian Business Directory

Manufacturers associations of the main industries

Association of Manufacturers and Importers of Romanian Automobiles
Association of Romanian Furniture Manufacturers

Trade Agencies and their representations abroad

Romanian Chamber of Commerce and Industry

Enterprises federation

National Agency for Small Businesses and Cooperatives
Association of Romanian Leasing Companies
Association of Romanian Financial Companies