Advocating Cautious Selection: New Trend in Natural Product Purchases - Top-Selling Natural Products of the Year
The Romanian market is witnessing a significant shift in food consumption trends, with a growing emphasis on natural, organic, and additive-free products. This trend is spearheaded by Niavis, a leading Romanian brand of natural products and superfoods, through their initiative, #CulorileNaturii (Colors of Nature).
Launched by Niavis, the #CulorileNaturii initiative brings together nutrition experts, consumers, and content creators in an interactive setting. The aim is to promote conscious nutrition and foster a deeper understanding of the benefits of natural, organically certified products.
The first event in the #CulorileNaturii series was a resounding success, featuring product tastings, practical discussions, and the debunking of common food myths. The event covered topics ranging from the confusion between "natural" and "healthy" to the misleading promises of "sugar-free" labels, and the misconception that superfoods can compensate for an unbalanced diet.
Niavis offers a diverse portfolio of products, including superfoods, certified organic products, powders, seeds, dried fruits, organic teas, spices, fair-trade coconut oil, and cooking products. Some of their best-selling items in 2024 included Celtic salt, nutritional yeast flakes, cinnamon, matcha, and gluten-free organic oats.
As more customers make recurring food choices with prevention in mind, rolled oats and organic granola are replacing highly processed cereals in shopping carts. Functional spices like ginger and turmeric are becoming daily staples, appreciated for their benefits to digestion, immunity, and inflammation reduction. Natural alternatives to processed ingredients, such as coconut sugar and agave syrup, are increasingly included in weekly grocery baskets.
The current trend in Romanian food consumption shows a strong shift towards natural, organic, and additive-free products, driven by growing health awareness among consumers. Over 60% of Romanians express concern about the risks of ultra-processed foods and pesticides, prioritizing product healthiness over price. Additionally, 41% actively avoid ultra-processed foods, which is above the regional average in Central and Eastern Europe.
A significant majority (71%) use dietary supplements and emphasize freshness and seasonality, with around 62% believing local products are healthier and more than half willing to pay a premium for them. This trend is further supported by increased use of technology like health monitoring devices and AI for personalized diets and meal planning, indicating an overall lifestyle shift toward balanced and health-conscious eating.
In contrast to the general European trend of increasing consumption of ultra-processed foods, Romania still maintains a relatively lower intake, with ultra-processed foods contributing around 14% of total dietary energy intake—the lowest among some European countries. However, inflation in food prices may impact consumption choices, but health considerations remain a strong motivator.
Nutritionist Cristiana Andrei emphasized the importance of conscious food choices in maintaining long-term healthy habits. She stressed the need to understand the source, the processing method, portion sizes, and the context in which foods are consumed. It's also crucial to consciously preserve the pleasure of eating in order to maintain long-term habits that help prevent chronic illness and support a healthy body-mind balance.
All Niavis products are certified organic and sustainably packaged. The range is built around the core values of simplicity, quality, and transparency, ensuring consumers have access to high-quality, natural products that support their health goals. Niavis products are available through partner retail networks and on the platform niavis.ro, which is dedicated to B2B clients.
In summary, Romanian consumers are increasingly prioritizing natural, organic, and additive-free products with a significant interest in local, fresh, and less processed foods as part of a growing health-focused lifestyle. Niavis is at the forefront of this movement, providing a wide range of certified organic products that cater to this growing demand.
- The Romanian market is experiencing a shift towards natural, organic, and additive-free products, with the promotion of conscious nutrition being a key focus.
- As part of the #CulorileNaturii initiative, Niavis brings together nutrition experts, consumers, and content creators to debunk food myths and promote the benefits of natural, certified organic products.
- The popularity of natural alternatives to processed ingredients, such as coconut sugar and agave syrup, is increasing, indicating a shift towards healthier lifestyle choices in food and drink.
- Fashion and beauty trends are also mirroring this health-conscious shift, with functional spices like ginger and turmeric becoming daily staples, appreciated for their benefits to digestion, immunity, and inflammation reduction.
