The circular economy is increasingly emerging as a solution for reducing costs, and the use of renewable energy is the main direction for about eight out of ten companies in Romania (77%) that are investing in the transition to this economic model, shows the Deloitte study “Circular economy. Perception and implementation status in Romania 2025-2026”. Priorities also include investments in employee training and re-technology (62%), but also in optimizing the use of resources, choosing raw materials (54%) or in research, development and innovation projects (54%).
The interest in implementing circularity measures remains high, amid the pressure generated by the introduction of new European regulations, such as those related to the circulation of waste between countries, strict requirements regarding the reduction of the amount of packaging, reuse and recycling rate, rules for product design in compliance with environmental requirements and the need to reduce operational costs. Thus, more and more organizations in Romania associate the circular economy not only with compliance, but also with the efficiency of resource use, strengthening resilience and increasing competitiveness in the long term, the study shows.
Financing circular economy projects remains a significant challenge for companies active in our country, which rely mainly on their own sources (84%) and bank loans, while accessing European funds and public programs is still limited. This orientation reflects the difficulties encountered in using external sources of financing, determined by the complexity of administrative procedures, the high level of bureaucracy, the lack of predictability of support mechanisms and the deficit of expertise necessary for the development and implementation of eligible projects.
“The circular economy is starting to be integrated into business decisions in response to pressures related to costs, resources and regulations. Companies are focusing primarily on measures that have a direct and rapid impact, but in order to fully capitalize on the potential of this model, it is necessary to accelerate initiatives with a structural impact, such as ecodesign or the transformation of business models”, says Adrian Teampău, Director, Environmental Taxes and Circular Economy, Deloitte Romania.
Romanian companies participating in the study consider that the highest costs are associated with re-technological, modernization of equipment (58%), the implementation of renewable energy solutions (40%), as well as with research, development and innovation activities (38%). At the same time, they face significant pressures related to return on investment, cost recovery, maintaining competitiveness and volatility in energy and resource prices.
Romanian consumers’ interest in sustainable products and services is growing, as the focus on environmental impact, reuse and recycling is becoming increasingly high. Companies are observing this trend through a growing interest in sustainable products, the possibility of reuse and repair, reducing environmental impact, as well as recyclable packaging and responsible consumption practices.
However, price remains the main criterion in the purchase decision, which indicates that the local market is still highly cost-sensitive, and the benefits of the circular economy are not yet fully assumed and integrated into consumer behavior, the study shows.
“The transition to a business model that integrates sustainability principles is driven by a combination of economic, regulatory and market factors, and companies need to find the balance between short-term efficiency and strategic investments. Access to finance and the development of internal skills will be essential to accelerate this transition, and organizations that proactively address these challenges will have a significant competitive advantage in an increasingly volatile environment,” adds Anca Andrei-Cimbru, Manager, Environmental Taxes and Circular Economy, Deloitte Romania.
Although the level of familiarity with circular economy principles is high among local companies participating in the study, implementation remains uneven across industries and types of organizations, with a higher degree of maturity among large companies and those directly exposed to international standards. Overall, the circular economy is strengthening its role as a key element of business strategy, but the pace of adoption will depend on companies’ ability to overcome current barriers and sustain transformations in the medium and long term, the study indicates.
The Deloitte study “Circular Economy. Perception and Implementation Status in Romania” analyzes how the concept of circular economy is understood at the local level and evaluates the progress made in adopting this development model. The most recent edition of the study was conducted based on data collected between September 2025 and April 2026, among 55 companies on the local market, entrepreneurial businesses or subsidiaries of multinational corporations, from economic sectors such as manufacturing, FMCG, construction, services, etc., with representatives of sustainability departments and top management as respondents.