Romania ranks among the last EU member states in terms of beef consumption,

with an annual average of only 5–6 kg per capita, compared to over 10 kg in Poland and 20 kg in France. The traditional preference for pork and poultry, the higher price of beef, and perceptions related to taste and cooking methods all influence this trend.

Despite this reality, the premium segment is showing visible growth, supported by urban restaurants, specialty stores, and educated consumers in metropolitan areas. Aged beef, sourced from breeds such as Angus or Charolaise, is increasingly seen not only as a luxury product but also as a healthy and sustainable choice.

Major challenges remain the limited access to locally produced beef of consistent quality, the absence of a national promotion campaign, and high retail prices. Romanian consumers remain price-sensitive, and differentiation is difficult without educational and branding efforts.

The growth of domestic consumption of premium beef will depend on the ability of processors and retailers to build trust, ensure traceability, and highlight the story behind each product. Romania has the potential to reshape the market dynamic, but the transition will be gradual and will depend on the coherence of the entire “farm-to-fork” chain.

(Photo: Freepik)