The study surveyed over 16,000 consumers across nine European countries including more than 1,800 Romanian respondents in April.

Inflation remains the primary concern for 70% of Romanians, followed by energy prices (66%) and geopolitical tensions (49%), all exceeding the European average. This is reflected in spending habits, with nearly three out of four Romanians noticing price increases across most categories, especially for essential goods like food and cleaning products. 

Inflation is expected to end 2025 at 5.0% and average 5.2% throughout the year, according to ING Romania research.

"Romanian consumers are not retreating – they are recalibrating," stated György Lakatos-Török, Senior Project Manager at BCG and Co-Author of the report.

"They are adopting a pragmatic optimism: they are adjusting their budgets, seeking value, prioritizing essentials, but remain brand-aware and selectively optimistic about their personal situation".

Consequently, 53% anticipate further increases in essential spending over the next six months. In contrast, discretionary categories such as clothing, electronics, entertainment, and alcoholic beverages are experiencing sharp declines in both current and projected expenditures.