Inflation Forces Seniors to Swap Familiar Brands for Cheaper Products

A new study reveals that inflationary pressures in 2025 are hitting Romania's senior population particularly hard, forcing pensioners and older adults to radically adjust their spending behaviour. This age group, which relies largely on fixed incomes such as pensions, is feeling the impact of rising prices most acutely.

Retail specialists note that over 90% of seniors report significant price increases for food and household energy — essentials for older people who spend most of their time at home. The phenomenon of 'shrinkflation' — where product quantities are reduced for the same price — has been noticed by two thirds of older adults, adding further strain to their already tight budgets.

In response to these economic pressures, seniors are adopting defensive spending strategies. Nearly half intend to cut back on eating out or takeaway meals, while two thirds anticipate higher energy costs. This reality is prompting them to focus strictly on basic needs: staple foods, household goods, and personal care products.

Own-brand products gaining ground among seniors

A major shift in older adults' purchasing behaviour is a gradual move away from loyalty to established brands. Only 30% of seniors still consider well-known brands important in their buying decisions, turning instead to supermarket own-label products, which are perceived as more affordable without compromising on quality.

The economic pragmatism of seniors is also evident in their adoption of sustainable habits: 87% make a point of avoiding food waste, and more than half prefer to repair items rather than buy new ones. These practices are not simply eco-friendly — they represent genuine economic survival strategies for those on fixed incomes.

Concerns specific to seniors

Older adults' primary concerns centre on issues that affect them directly: energy costs for heating their homes, tax levels that erode their purchasing power, and — critically — the long-term security of their pensions. These worries are compounded by geopolitical instability and domestic political uncertainty.

Although the majority of seniors (65%) feel they can currently cover their basic needs, the medium-term outlook remains bleak. Two thirds are spending less on non-essential items, and nearly half are experiencing real hardship as a result of rising prices.

For the sectors serving the senior population — from healthcare to home care and residential care homes — this economic context means they must offer accessible solutions and demonstrate genuine value. Seniors have become highly selective consumers, prioritising practical utility above any considerations of brand or prestige.