What Romanians’ favorite ice cream would look like if it had a human personality?

20% see it as exotic, 20% classic and 15% playful

 

Reveal Market Resources, study no. 200

Ice cream is a symbol of summer, and the latest study conducted by Reveal Marketing Research analyzed the habits, emotions and favorite moments that define Romanians’ relationship with this dessert. The results of the study reveal how this product turns into a reliable ally in moments of relaxation, joy, fatigue or nostalgia.

• Most Romanians (55%) consume ice cream to pamper themselves, this trend being more pronounced among women (59%, compared to 51% in the case of men).
• The main experiences associated with ice cream consumption are pampering (38%), joy (21%) and tranquility (20%).
• If Romanians’ favorite ice cream were to turn into a person, it would be exotic and provocative (20%), classic and trustworthy (20%) or funny and childish (15%).

The main emotions associated with eating ice cream are pampering (38%), joy (21%) and tranquility (20%).

According to a recent study conducted by Reveal Marketing Research, 55% of Romanians consume ice cream mainly to pamper themselves, this trend being more pronounced among women (59%, compared to 51% in the case of men). In addition, ice cream is associated with both social moments – 34% of respondents preferring it in the company of friends or family, and personal time – 32% considering it suitable for a moment just for them.

As for the “preferred” places to eat ice cream, Romanians first mentioned the park, on a summer day (57%), followed by the balcony, after a long day of work (30%), while 24% prefer to enjoy it in the evening, in bed, while watching a series – a habit found especially among young people aged between 25 and 34 (30%).

The main emotions aroused by ice cream consumption are pampering (38%), joy (21%) and tranquility (20%). From a demographic perspective, women associate ice cream with pampering more frequently (44% vs. 32% of men), while men feel more intensely the state of tranquility that this dessert offers (24% vs. 16% in the case of women). These differences may reflect different ways of emotionally relating to desserts: women tend to value the idea of personal reward more, while men are more likely to seek relaxation and de-stressing.

If Romanians’ favorite ice cream turned into a person, it would be exotic and provocative (20%), classic and trustworthy (20%) or funny and childish (15%)

If Romanians’ favorite ice cream were a person, 20% would imagine it as exotic and challenging, especially young people aged 18-24 (32%). Another 20% of respondents describe her as a trustworthy person, with a classic style, while 15% associate her with a funny and childish personality.

“These projections show that ice cream is not perceived just as a simple dessert, but as an experience with emotional and image valences. For brands, this represents an opportunity to build their positioning and communication around traits, relevant to the audience segments and aligned with their own brand images – whether they choose to emphasize, for example, mystery and novelty, familiar comfort or the playful spirit of the product.”, said Marius Luican, General Manager of Reveal Marketing Research.

Your favorite ice cream has such a strong emotional and sensory impact that for many Romanians it can even rival an exotic vacation. Asked what they would choose between an exotic vacation and a summer on the city, but with the perfect ice cream every day, 49% of respondents chose the trip, while 34% preferred to stay in the city for the daily enjoyment of their favorite dessert. The rest said they could not choose (13%) or that they would not be attracted to any of the options (4%) – a sign of their deep attachment to this dessert.

 

 

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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 other European countries for 17 years.

Reveal Market Resources, study no. 200: Reveal Market Resources is a data hub that includes free studies published in order to support the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online between 16-23.07.2025 on a representative sample for the universe of people aged 18+, internet users, in urban areas. The sample size was 1021 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.