BRINGO: Over 1.6 million orders In 2024. 4 out of 5 Bringo orders contain discounted products

• Promotional products were twice as present in shopping carts in 2024.
• Healthier choices: Nearly half of Bringo orders included organic products.
• Less sugar: +20% increase in sugar-free products in Bringo carts.

Bringo, the first rapid online grocery delivery service in Romania using personal shoppers, has analyzed key trends shaping eGroceries consumption habits in 2024. The analysis, based on over 1.6 million orders delivered by Bringo’s personal shoppers across more than 35 cities, reveals that Romanians are becoming increasingly conscious of both pricing and their food choices. Bringo LifeINDEX data shows that 4 out of 5 orders placed through Bringo contain discounted products, while 2 out of 5 shopping carts include organic products.

In 2024, budget optimization has become a priority, and the digitalization of grocery shopping provides customers with faster and more efficient access to retail promotions. Bringo data shows that 80% of shopping carts contain at least one discounted product. At the same time, there is a growing interest in a healthy and balanced lifestyle, with 40% of orders including organic products. Additionally, consumers are paying more attention to their dietary choices, with a 20% increase in sugar-free products in customers' carts compared to 2023 and a 10% increase in gluten-free products.

Discounts and Price Transparency: Key Factors Influencing Consumer Choices

Bringo LifeINDEX data shows that, while the frequency of online shopping remains steady, consumers are adopting a more strategic approach, choosing discounted products more frequently and planning purchases to maximize savings.

"We see a clear shift in consumer behavior: not only do they seek fast access to products, but they are also much more mindful of pricing and food choices. The fact that Bringo’s app prices match those in physical stores, and that promotions are easily accessible and visible, helps maintain user trust. We also notice not just an increase in the share of discounted products in shopping carts, but also a preference for organic products and items catering to specific dietary needs—whether sugar-free, gluten-free, or lactose-free. These trends reflect a more conscious and balanced consumption pattern, where easy access to information and real-time price comparison play a crucial role," says Florina Dobre, CEO of Bringo.

According to Bringo LifeINDEX, an analysis of consumer preferences across the 37 cities where Bringo operates shows that in 2024, the most ordered products were still water, bread, bananas, eggs, milk, tomatoes, and cucumbers, followed by carbonated beverages and citrus fruits. At the category level, the most popular remain fresh food, household essentials, and pharmaceuticals.