Knowledge transfer, sales predictability, and diversification of Romanian product ranges, the key drivers behind the growth of the fruit and vegetable segment in retail

According to data provided by NielsenIQ, the fruit and vegetable market remains one of the strongest FMCG categories in Romania, accounting for 8.1% of consumers’ budgets in 2024. Growth is supported by the increasing interest of consumers in fresh, local, and organic food.

Local partnerships accelerate market maturity

In recent years, partnerships between modern retail and local producers have become a key pillar in the development of the fruit and vegetable sector. Through programs such as Quality Channels, private labels, and agricultural cooperatives, retailers have created a framework that provides farmers with sales predictability, access to investment, and support in modernizing production processes.

This ongoing collaboration has led to the professionalization of the entire supply chain, from selecting the right varieties for retail shelves and crop planning to packaging, logistics, and compliance with quality standards. The results are evident: more and more producers are expanding their cultivated areas, diversifying their portfolios, and optimizing workflows, thus strengthening the Romanian offer and reducing dependence on imports.

“Romania’s fruit and vegetable market is becoming increasingly mature, but it still depends heavily on logistics infrastructure and production stability. What we see today is the result of over 30 years of progress, during which modern retail has trained and supported entire generations of farmers. The evolution is remarkable, but the challenge remains in strategic production planning aligned with real market demand. Only through a data-driven approach, collaboration, and sustainable investment can we build a competitive and stable sector for the long term,” explained Maria Hurduc, FMCG specialist.

The organic segment: a niche with strong growth potential

Organic farming in Romania continues to expand, driven by a new generation of farmers who approach this segment as a solid and sustainable business with long-term vision. Retailers support this evolution by expanding organic assortments and launching dedicated product lines used as tools for differentiation and customer loyalty. Currently, over 850 Romanian organic products are listed in major retail chains, most of them coming from small and medium-sized farms targeting urban consumers.

Demand for organic products is on the rise, and the growing interest in healthy eating and local sourcing confirms the segment’s strong potential. In the medium term, growth will depend on investment in certification, infrastructure, and consumer education, which could turn organic farming into a major driver of Romania’s fruit and vegetable market.

Risks: Production imbalances and insufficient infrastructure

Despite visible progress, the fruit and vegetable market remains vulnerable to climate factors and the lack of modern storage and irrigation infrastructure. Unstable weather conditions in 2025 significantly affected fruit yields, especially for cherries, marking one of the weakest seasons in the past 20 years, as well as peaches, nectarines, and apples. Conversely, vegetables such as potatoes and melons experienced overproduction, leading to price drops below profitability levels.

These fluctuations highlight the fragility of a sector that depends on weather, seasonality, and inadequate storage capacity, putting pressure on both farmers and distribution chains. For example, without European-standard warehouses, produce must be sold quickly at low prices, resulting in overstocks and losses throughout the supply chain. The lack of modern irrigation systems further limits productivity even in traditionally fertile areas, emphasizing the need for integrated planning and coordinated long-term investment.

In this context, the RO Fruits & Vegetables Show 2025 becomes a platform dedicated to fostering collaboration among producers, retailers, and service providers in the industry. Organized by Modern Buyer, the event will take place in Bucharest, on November 20, 2025, bringing together over 200 professionals from the fruit and vegetable sector. The agenda includes thematic conferences, an exhibition area, networking sessions, and business meetings designed to encourage knowledge sharing, partnership development, and identification of effective solutions to boost the competitiveness of Romania’s fruit and vegetable market.

What Romanians buy most often

According to the same report, last year, tomatoes topped the list of vegetables preferred by Romanian consumers, accounting for 17% of total category sales, followed by potatoes (15.7%), peppers (10.8%), mushrooms (5.8%), cucumbers (5.6%), and onions (5.5%). In the fruit category, bananas (24%), apples (8.5%), and oranges (6.7%) led the ranking, followed by lemons (6.6%), grapes (6.4%), and melons (5.8%). These 12 products generated the largest share of total category sales.
This dynamic is fueled by retailers’ strategies to prioritize Romanian products, particularly during the domestic season, when many retail networks reduce imports to zero for locally available fruits and vegetables.

About RO Fruits & Vegetables Show 2025

The RO Fruits & Vegetables Show is Romania’s leading B2B conference dedicated to the fruit and vegetable industry. Organized by Modern Buyer, the event brings together producers, retailers, processors, and solution providers from across the supply chain. Since its inception, the RO Fruits & Vegetables Show has served as a knowledge and networking platform for industry professionals. Each edition presents market analyses, consumer trends, and relevant studies, while business matchmaking sessions encourage direct collaboration between producers, retailers, and industry players.

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