Almost 70% of Romanians utilize health tracking devices, as per a PwC report indicates
In Romania, a growing number of consumers are embracing technology for health and wellness, with a significant proportion believing that their own decisions and behaviors, as well as food producers, play a crucial role in healthy eating choices.
According to a survey, 70% of Romanian consumers believe that their own decisions and behaviors have the greatest influence on choices related to healthy eating, while 50% acknowledge the role of food producers in these choices. This understanding has prompted calls for food producers to invest in educating consumers about healthy eating and its impact on a balanced lifestyle, a recommendation from PwC.
The digital health landscape in Romania is evolving, with a surge in AI-driven health startups and digital health solutions. This trend is fueled by EU funding and the growing health consciousness among consumers.
One area where technology is making a significant impact is in personalized health management. Approximately 69% of respondents in the Voice of the Consumer 2025 survey in Romania use apps or smart devices, with many using them for personalized diets, predictive shopping lists, food budget management, medical diagnostics, and for connecting with smart devices that suggest recipes based on available ingredients.
The use of health monitoring devices, such as smartwatches and glucose monitors, is also increasing among Romanians. These devices are not only helping individuals manage their health but are also changing lifestyles, with a third of these respondents claiming that these devices have significantly changed their lifestyle.
However, concerns about the risks associated with ultra-processed foods and pesticides are prevalent among Romanians. Over 60% of consumers express more concern about these risks than the price of products. This has led to a trend of 41% of Romanians avoiding ultra-processed foods, compared to a 37% regional average (Central and Eastern Europe).
The integration of digital health tech is also aimed at improving efficiency and coordination across care settings, supporting community and home care, especially for the aging population under national strategies (2023-30). This enables more independent living for older adults and enhances social and long-term care services through technology.
While there is enthusiasm about AI’s potential in health, over half of Romanians express concern about misinformation online and call for stricter AI regulations. This impacts how health tech is implemented and trusted in daily use.
In summary, Romania is experiencing a growing adoption of digital and AI-driven health technologies supported by EU funding and increasing consumer health consciousness. These technologies are influencing lifestyles by promoting proactive health management and enabling improved care coordination, particularly for vulnerable and aging populations, albeit within a context of cautious regulation and public trust concerns.
Interestingly, around 62% of Romanians consider local products to be healthier, and more than half are willing to pay more for them. This trend, coupled with the call for food producer education on healthy eating and lifestyle balance, suggests a shift towards a more health-conscious consumer base in Romania.
- The increasing adoption of technology in Romania's health and wellness sector has led to a rise in AI-driven health startups, focusing on personalized health management and nutrition, such as the use of apps for personalized diets, predictive shopping lists, and smart devices suggesting recipes based on available ingredients.
- Despite the advancements in technology and digital health solutions, concerns about the risks associated with ultra-processed foods and pesticides remain prevalent among Romanians, with over 60% expressing more concern about these risks than the price of products, leading to a trend of avoiding ultra-processed foods.
- In line with the growing health consciousness, 62% of Romanians consider local products to be healthier, and more than half are willing to pay more for them, indicating a shift towards a more health-conscious consumer base that values food education and balanced choices in their lifestyle.
