The study, which examined over 30 shopping centres across the country, reveals that while there's room for further diversification, Romania's malls currently offer more entertainment facilities compared to those in Germany, Italy, and Austria.

Bogdan Aldea, Head of Business Development at Nhood Romania, said: "Romania has a considerable advantage in terms of consumer perception of shopping centers as entertainment destinations, in contrast to mature European markets. This context creates a real opportunity for shopping center developers and operators, who can capitalize on current trends through a coherent strategy of diversified entertainment."

The analysis also highlighted that Romanian consumers allocate a smaller portion of their budget to recreation compared to other Europeans. 

Data from the National Statistics Institute (INS) shows that in 2023, Romanians spent an average of 3.1% of their household consumption budget on recreation, culture, and sports, which translates to about RON 120 (€24) per month.

However, the presence of entertainment components in Romanian shopping malls is notably higher at 79%, compared to 57% in Germany and 45% in Italy. 

This difference is attributed to Romanian consumers' strong preference for leisure time in shopping centres and the varying strategies of mall owners and entertainment operators.