The “Must-have” Food Categories in a Typical Romanian Consumer’s Shopping Cart
In a pandemic context, the predilection for a diversified diet has directly influenced consumers’ shopping carts.
This is how vegetables, fruits and meat products have become a constant element in the Romanian diet, now being found in the normal, week-to-week purchases, according to the data of the latest Reveal Marketing Research study.
The first option on the shopping list
Regarding the most popular categories of recently purchased products, the ranking is led by fruits, vegetables and dairy products – mentioned by 86% of respondents, – followed by meat, with a share of 75%.
69% of the respondents buy non-alcoholic beverages. Also, according to the data, frozen products (eg vegetables, fruits, etc.) have become a “must-have” for 60% of the respondents.
Reveal Marketing Research also shows that alcoholic beverages (49%) rank last, which may indicate a desire among Romanians to diversify their diet in a healthier way.
Consumer profile. Food eaten in the last week
If we were to draw a profile of the consumer in the analyzed category, depending on the type of product recently consumed, it can be seen that, in general, the respondents in the 45-55 age group are the ones who consume the most meat (70 %), while young people up to the age of 24 consume these products to a lesser extent than all other age groups (48%).
Regarding the dairy products segment, by gender categories, the target is represented by women (74% – compared to 64% men), while for fruits and vegetables the top consumers are people in the age category + 55 years.
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 13 years.
Methodology: 1014 CAWI interviews (online collection), nationally representative urban + rural sample, 18+, online users. The data collection period is 11.11 – 15.11.2021.