CIPRA and Reveal Marketing Research study: 55% of Romanians would give up sugar, while only 28% are willing to eliminate meat from the menu
Bucharest, March 19, 2025: Spring, a period associated by definition with the increased trend of renewal and regeneration, brings extra motivation to make constructive decisions and implement some lifestyle transformations, which bring people closer to the set goals, especially in terms of diet, exercise, rest, relationships or profession. The results of the latest study conducted by the CIPRA Association – Center for Information, Risk Prevention and Analysis – with the help of Reveal Marketing Research analyze in detail one of these aspects, namely the perception of Romanians on the quality of their diet and the changes they are willing to make, in general, to improve it.
Thus, 39% of respondents (up compared to the previous study) consider that they have a good quality of diet, 53% evaluate it as average, and 7% declare that they have a poor quality diet. At the same time, 47% of respondents are satisfied or very satisfied with their current weight, and 25% are dissatisfied or very dissatisfied. 74% of respondents have not dieted in the last 6 months since completing the questionnaire, and of the 26% who have dieted, only 12% did so on the recommendation of a specialist. 14% used the fasting method, the majority (36%) for a period of 1-3 weeks, with a higher percentage of men managing to use the method for a long period.
“In Romania, statistics show that over half of the population faces weight problems, and the negative impact on the health of overweight or obese people is significant. Extra pounds are a consequence of unhealthy diet, associated with a sedentary lifestyle, and one of the problems to take into account is that, many times, even people who declare that they have a good quality of diet or that they are satisfied with their weight can misjudge these aspects. That is why it is important to turn to a doctor for routine tests and for concrete advice related to nutrition, especially when it comes to choosing a diet, because not every diet suits everyone, and to get results you need a long-term, individualized strategy”, explains Dr. Șerban Damian, sports doctor and nutritionist, CIPRA expert.
54% of Romanians believe that they have a balanced menu, consuming from all food groups. Vegetables, fruits and bakery products continue to be at the top of the list of foods consumed by respondents daily or almost daily, with 78% of the votes, followed by: meat and fish (73%), dairy products (68%), eggs (63%), sweets (63%). On the other hand, 20% of respondents frequently consume vegan products, 15% special products (gluten-free, lactose-free, sugar-free, etc.), and 14% fast food (burgers, pizza).
There is openness to better eating habits
Sugar, bakery products and meat are in the top 3 foods perceived as harmful by respondents, and the main reason why they would give them up is health, to a much lesser extent being motivated by personal principles, such as caring for the planet or animals, or financial reasons.
Thus, respondents would consider giving up:
➡️ sugar – 55%
➡️ bakery products – 43%
➡️ meat – 28%
➡️ fish – 25%
➡️ dairy products – 23%
➡️ animal products – 23%.
To improve their diet, most respondents (50% compared to 36% in the previous study) believe that it would help them afford to buy everything they want. 41% feel the need to find healthy foods more easily, 36% would like to have a detailed eating plan for the whole week, 31% would like to have more knowledge about what it means to eat healthy, 27% feel that they lack enough time to cook for themselves, and 20% believe that if they avoided fast food/junk food, their diet would improve.
The CIPRA study also analyzes other relevant aspects related to Romanians’ diet, such as the importance given to meals of the day, daily water consumption, food waste, impulse purchases and the consequences of unhealthy diet, such as problems with digestion, irritability and lack of energy.
Conducted by Reveal Marketing Research in November 2024 based on the CAWI methodology (online self-applied questionnaires), the CIPRA study targeted a nationally representative sample, consisting of 1067 respondents, men and women, internet users, from urban or rural areas, aged over 18 years. The results of the study are available on the CIPRA website, Studies section.
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About CIPRA
The founding members developed CIPRA with the mission of contributing to improving the quality of life of Romanians through correct information, validated by experts. Romanians’ quality of life is affected by the lack of information, which can lead to wrong consumption choices. Thus, CIPRA provides consumers with an information platform to help them make decisions about their daily habits, so that risks that could have a negative impact on their quality of life are reduced. In order to permanently adapt to the current information needs of Romanians, CIPRA will establish a permanent dialogue with consumers, companies and authorities.
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 16 years.