Romanians TODAY: 1 in 2 Romanians believe that what they are currently buying is what is strictly necessary to ensure their livelihood

Reveal Market Resources, study no. 203

The most recent study conducted by Reveal Marketing Research analyzed the current state of Romanians, the important aspects of the moment, as well as their evolution compared to the similar study conducted 6 months ago (March 2025).

• 58% of Romanians self-assess themselves as having a predominantly positive state, but 82% believe that those around them are nervous and apathetic.
• The main resources of well-being: relationships with family and friends (86%) and the level of personal development achieved (76%).
• 1 out of 2 Romanians consider that what they are currently buying is what is strictly necessary to ensure their living.
• Interest in accurate product and pricing communications from brands increases to 36%, from 27% in March.

Contrasting emotional state: 58% of Romanians self-assess themselves as having a predominantly positive state, but 82% believe that those around them are nervous and apathetic.

According to the results of the study conducted by Reveal Marketing Research, 58% of Romanians have predominantly positive feelings during this period. Of these, 31% say they feel relaxed and calmly look at what is happening around them, and 27% say they are optimistic and energetic.

Compared to March 2025, the electoral campaign period, the positive state of Romanians increased from 50% to 58%, an evolution also supported by the return of many Romanians from vacations, with fresh energy and strength.

In contrast, Romanians’ perception of the state of those around them continues to be predominantly negative, most describing them as nervous and angry (59%) or tired and bored (23%), this discrepancy being explained by the effect of negativity bias and the influence of the tense social environment, which makes people perceive especially the negative traits of others.

The main resources of well-being: relationships with family and friends (86%) and the level of personal development achieved (76%).

The greatest sources of satisfaction in Romanians’ daily lives come from interpersonal relationships: 86% say they are satisfied with their relationships with family and friends, 76% with their level of personal development and 71% with sentimental relationships. However, people with incomes below 5000 RON report a lower level of satisfaction in their life as a couple (55%).

On the other hand, the lowest satisfaction scores are recorded in the economic sphere (personal financial situation – 57%) and in the socio-political field (Romania’s political situation – 32% and Romania’s economic situation – 29%).

In terms of national pride, 46% of Romanians feel proud to a large or very large extent that they are Romanians, the percentage being down by 5% compared to March 2025.

Romanians and inflation: 1 in 2 Romanians believe that what they are currently buying is what is strictly necessary to ensure their livelihood.

49% of them agree, to a large and very large extent, that their current purchases are strictly those necessary to cover basic needs.

Only 35% say that active purchases make them feel healthy and safe, and 31% that it offers them opportunities for personal development or experimentation.

In the last month, Romanians spent the most on food products (72%), utilities (65%), personal hygiene products (62%), home care products (55%). Compared to March 2025, the budget for holidays and travel increased from 13% to 25%.

What do Romanians expect from brands during this period?

In a difficult economic and emotional context, Romanians expect companies and companies to protect employees and avoid layoffs (49%), and to use resources to produce the goods that are most needed now (40%).

In addition, Romanians believe that brands should pay more attention to specific communications about products and price offers (36%, compared to 27% in March 2025) and to measures taken in the current economic and political context (27%, compared to 22% in March).

Starting from the current reality of Romanians, who are increasingly feeling the effects of economic changes on their lifestyle, and using brand image studies, analysis of Consumer Decision Journey (CDJ) paths  and U&A (Usage & Attitudes) research, brands can better understand consumers and adapt their strategies to their current needs.

 

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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 more than 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. 203: Reveal Market Resources is a data hub that includes free studies given to publicity, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online between 17-22.09.2025 on a nationally representative sample for the universe of people aged 18+, internet users, from urban and peri-urban areas. The sample size was 1004 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.