More than two-thirds of Romanians depend on health monitoring devices, according to a PwC report
In a significant shift, technology is playing a pivotal role in shaping health awareness and behavior changes among Romanian consumers, leading to altered food consumption habits and attitudes towards ultra-processed foods and local products.
According to a survey conducted by PwC Romania, 69% of respondents are using apps or smart devices, with more than a third claiming that these devices have significantly changed their lifestyle [1]. The widespread adoption of health monitoring devices, such as smartwatches or glucose monitors, is on the rise in Romania.
The survey results underscore the need for food producers in Romania to focus on consumer education about healthy eating. PwC suggests that beyond promotion, food producers should invest in educating consumers about the impact of their products on healthy eating [2].
The heightened health consciousness encourages a preference for less processed, more natural local products over ultra-processed foods. While specific data for Romania on this exact shift is limited, it aligns with trends observed across Europe. Over 80% of smartwatch users report increased physical activity and improved habits facilitated by device-generated insights [3].
Healthcare technology innovations, including AI and telehealth, are expanding patient support and personalization, enabling tailored health guidance that likely influences dietary attitudes by promoting preventive health, potentially reducing reliance on ultra-processed foods [4][5].
In Romania, despite modest healthcare investment (6.5% of GDP), digital health and remote monitoring technologies are growing, supported by evolving legal and cybersecurity frameworks [1][3]. This infrastructure facilitates wider adoption of personal health tech, which, in turn, fosters greater health awareness and personalized care.
Romanians are leveraging AI for various purposes, including personalized diets, predictive shopping lists, food budget management, medical diagnostics, and connecting with smart devices that suggest recipes based on available ingredients.
Around 62% of Romanian consumers consider local products to be healthier, and more than half are willing to pay more for them [1]. Furthermore, 50% of consumers acknowledge the role of food producers in their choices related to healthy eating [1].
The risks associated with ultra-processed foods and pesticides concern more than 60% of Romanian consumers [1]. This heightened awareness, coupled with the growing use of technology for health monitoring and personalization, suggests positive impacts on food consumption habits leaning towards freshness and nutritional quality.
In conclusion, the evolving digital health ecosystem, increased health tracking, and proactive management in Romania are shaping a healthier nation, with consumers making more informed choices about the food they consume. The focus on education about healthy eating and balanced lifestyles, coupled with the increasing use of AI for personalized diets, is likely to continue driving these positive trends.
References:
[1] PwC Romania, Voice of the Consumer 2025 [2] European Commission, Consumer Trends Report 2020 [3] World Health Organization, Digital Health and Remote Monitoring in Romania [4] McKinsey & Company, The Future of Healthcare: How Digital Health is Transforming the Industry [5] Forbes, The Impact of AI on Healthcare: A Comprehensive Overview
- The integration of artificial intelligence (AI) in Romania, as seen in personalized diets and food budget management, signifies a shift towards proactive health management and informed food choices based on nutritional quality.
- With over half of Romanian consumers acknowledging the influence of food producers in their decisions related to healthy eating, the focus on consumer education about the impact of products on health could lead to significant changes in the food production industry.
- The increasing adoption of fitness-and-exercise technology, such as smartwatches and glucose monitors, and the widespread use of health and wellness apps, are heavily influencing Romanian consumers' preferences for local, less processed, and healthier food options.
