Although inflation was slightly lower compared with the first quarter of 2019, Romanians continued to shop in the lower price ranges. The first data regarding the evolution of consumption during the COVID-19 pandemic show discount chains and proximity stores were the most attractive grocery shopping destinations.
Small modern grocery stores and discount chains recorded the biggest growth in sales in the first quarter. Sales also increased considerably in hypermarkets and supermarkets, while traditional retail saw moderate growth.
As traffic restrictions became stricter mid-March, demand for grocery delivery increased, posing a series of new challenges for grocery retailers. Compared with other markets, FMCG online commerce in Romania is in its early stages and only covers about 1% of sales. Even with the pandemic, the number of families ordering groceries online only grew 13% compared with the first quarter of 2019.
Private labels gained ground during lockdown, as expected during times of economic uncertainty. Private labels covered 21% of total FMCG sales in the first quarter.