PwC study: Only one in four Romanian consumers enjoys financial comfort, compared with half of consumers globally

Bucharest, 28 September 2026 – Only 26% of Romanian consumers say they are in a comfortable financial position – meaning they can pay all their monthly bills and still have money left over for savings, holidays, leisure activities, and health and wellbeing expenses – according to PwC’s global Voice of the Consumer 2026 survey. By comparison, one-third of consumers in Central and Eastern Europe (CEE) and almost half (48%) of consumers globally report being financially comfortable.

Romania is therefore moving in the opposite direction to the rest of the region and the global market. Over the past year, the proportion of Romanians who feel financially secure has decreased by 2.5 percentage points, compared with increases of 5.4 percentage points in CEE and two percentage points globally. At the same time, approximately one in nine Romanians (10.8%) say that their family is struggling to pay its monthly bills, compared with around one in 14 in 2025.

“Consumers are directly feeling the effects of the economic adjustment period Romania is going through. Tax increases, high inflation and the fact that incomes have not kept pace with prices have reduced purchasing power. The decline in retail sales shows that this pressure is leading to more cautious consumer behaviour. Romania is in a different position from the region and the global market, where consumer financial confidence has started to improve,” says Ana Maria Iordache, Consumer Markets Leader, PwC Romania.

According to data from the National Institute of Statistics, the average net salary, adjusted for inflation, was 6.3% lower in June 2026 than in the same month of the previous year, while retail turnover declined by 5.7% in the first seven months of the year compared with the same period in 2025.

Health concerns are influencing Romanians’ consumption habits

When it comes to their consumption habits, 60% of Romanian consumers say they intend to consume more fresh fruit and vegetables over the next 12 months. In addition, 40% plan to purchase more vitamins, supplements and minerals, while 35% intend to consume more dairy products. These percentages are higher than those recorded at regional level and close to the global average.

Moreover, 53% of Romanian consumers want to reduce their consumption of processed or high-sugar products, while 41% intend to consume less alcohol. Both figures are higher than the regional and global averages.

“Romanians are not giving up on the goal of living healthier lives, but they are adapting their choices to their available budgets. They continue to purchase fresh food, supplements and wellbeing products, but they are paying closer attention to price and

the tangible benefits of these products. For companies, value no longer means simply a low price. It also means clear information, transparency and trust,” says Ana Maria Iordache.

Romanian consumers are also more concerned than consumers in other markets about food safety, including the use of pesticides (62%), ultra-processed products (60%) and food traceability (52%). However, the main concern remains the cost of medical services, cited by 69% of Romanian respondents, compared with 64% at regional level and 54% globally.

About the study

The data was collected between February and March 2026, based on 21,808 responses from 27 countries. The Central and Eastern Europe sample comprises 2,419 respondents from Poland, Romania, Hungary and Ukraine. Romania is represented by 707 respondents.

About PwC

At PwC, we help clients build trust and reinvent so they can turn complexity into competitive advantage. We’re a tech-forward, people-empowered network with more than 360,000 people in 130+ countries and territories. Across audit and assurance, tax and legal, deals and consulting, we help clients build, accelerate, and sustain momentum. Find out more at  www.pwc.com.