Reveal Marketing Research study: Forced by the circumstances, 75% of Romanians will have less rich Easter tables this year
The most recent study conducted by Reveal Marketing Research aimed to find out more details about how Romanians prepare for the Easter holidays and to what extent their behaviors and needs have changed compared to the similar study conducted in 2019.
- Most Romanians (83%) will spend their Easter holidays at home, with their family
- 6 out of 10 Romanians intend to buy gifts for Easter, especially for children (64%) or their life partner (61%)
- Compared to last year, the Easter table will be less abundant for 75% of Romanians
Where and with whom do Romanians intend to spend their Easter holidays?
According to the study conducted by Reveal Marketing Research, 83% of Romanians declare that they will spend the Easter holidays at home, with the family, a percentage similar to that recorded in 2019. On the same note, 24% mention that they will visit relatives, and 11% that they will travel, in the country or abroad.
We observe that the tradition is preserved, with most Romanians going to spend Easter in the family, with their life partner (71%), children (52%) or parents (49%). Spending the holiday together with the group of friends is mentioned to a greater extent by the young people between the ages of 18-24 (37% vs. 24% total sample).
If we refer to employed Romanians (72%), we find out that half of them (48%) will benefit from an extended Easter holiday, with an average of 3 additional days off, besides to the legal ones.
About the interest in Easter traditions and customs: 78% of Romanians intend to go to the Resurrection Service, and 45% use to fast
If in 2019, the percentage of those who wanted to go to church on the night of Resurrection was 83%, this year 76% expressed this intention, in a significantly higher way women compared to men (81% vs. 72% )
According to the study data, 45% of Romanians fast before the Easter holidays – 19% of them fast during Holy Week, 16% fast only on Wednesday and Friday, and 10% fast all the Lent.
In the midst of Easter preparations, 64% of Romanians intend to buy gifts for their loved ones, registering a significant decrease compared to 2019, when 8 out of 10 expressed this desire.
In the top of those who will receive gifts this year we find children (64%), life partner (61%) and parents (40%). In the case of gifts for parents, there is a significant decrease of 11% compared to April 2019.
Generation Z (18-24 years old) are significantly more likely to give gifts to parents (70%) or friends (48% vs. 22% total sample), while mature people over 45 give gifts to children to a greater extent (76%).
Easter budget planning: the Easter tables will be less abundant for 75% of Romanians
Most of the Romanians declare that they will allocate a similar budget to last year’s on the occasion of the Easter holidays (51%), while 24% will allocate a smaller budget.
In the context of increased prices from month to month, in both scenarios, Romanians will have a different Easter table this year, whether it means reducing the number of products purchased or choosing the lowest prices.
On the other hand, a quarter of Romanians (25%) declare that the family budget allocated to food products for the Easter holidays will be higher this year compared to last year. 36% of Romanians declared that they would increase the budget by a percentage between 10% and 20%, while 31% of those interviewed mentioned increases in the allocated budgets between 20% and 30%.
Regarding the main categories of food products that Romanians intend to purchase, they believe that they will allocate more generous budgets for vegetables/vegetables (31%), meat (29%), dairy products/cheeses (27%), eggs (24%) and alcoholic beverages (16%).
Turning our attention to the preferred locations where they will purchase these categories of products, hypermarkets/supermarkets are the most popular – alcoholic beverages (73%), meat (61%), dairy/cheese (56%), eggs (49%) , vegetables/greens (44%).
Shopping from the market or directly from producers is the next option in the top of Romanians’ preferences, especially for vegetables, vegetables (44%), dairy, cheese (33%) and eggs (27%).
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in market 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 14 years.
Methodology: The Reveal Marketing Research study was conducted online 03-07.04.2023 on a representative sample for the universe of people aged 18+, internet users, urban and rural residents. The sample size was 1009 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.