Reveal Marketing Research study: 6 out of 10 Romanians do not give up their favorite soft drinks, but buy them differently
Reveal Marketing Research has to evaluate in the latest market study the consumption behavior of Romanians regarding soft drinks and to what extent it was influenced by recent price increases.
- 84% of Romanians have changed their consumption behavior regarding the purchase of soft drinks in the last period
- Affordability of the price is the most frequently mentioned criterion that influences the decision to purchase soft drinks (50%)
- Most Romanians (44%) are used to consume carbonated drinks based on cola, the original version
8 out of 10 Romanians have changed their behavior regarding the purchase of soft drinks in the last period
According to the data, 86% of Romanians declare that they have felt the increase in prices for soft drinks.
Moreover, 65% claim to have heard of the introduction of a sugar tax on non-alcoholic drinks containing added sugar, other sweeteners or flavourings, while 35% say they have no information on this.
84% of consumers say they have changed their soft drink purchasing behavior recently, while only 16% continue to consume the same brands and quantities of soft drinks they are used to without changing anything. The most determined to maintain their current lifestyle are people between 45-55 years old (20%), while mature people over 55 are the most likely to change their consumption behavior (10%).
Regarding the way how soft drink consumption behavior has changed, most buy the same brands they are used to, but less often (18%), while 12% buy their favorite brands with the same frequency, but are actively looking the lowest prices in the stores they frequent.
Other alternatives that Romanians turn to in order to cope with price increases, but which allow them to buy the same soft drinks they are used to, are looking for price offers for larger quantities or buying smaller quantities, both behaviors registering similar scores 11%, while 9% choose to buy their favorite brands on sale and to make stocks at home.
On the other hand, 13% of Romanians gave up the soft drinks they were used to, choosing the brands with the best offers on the shelf or the most affordable, and 10% declare that they no longer buy soft drinks, especially mature people over 55 years (14%).
Affordability is the most frequently mentioned criterion when choosing soft drinks (50%)
In the current context, marked by economic instability, most of the Romanians are rather interested in affordable prices (50%), to a significantly greater extent rural residents compared to urban ones (58% vs. 46 %).
Other very important criteria underlying the decision to purchase soft drinks are represented by the perceived quality of the product (33%), previous experience with the brand (33%) or familiarity with the taste of a certain brand (31%).
Carbonated cola-based drinks are the most appealing choices of soft drinks among Romanians
According to the data of the Reveal Marketing Research study, most Romanians are used to consume carbonated cola-based soft drinks, the original version – 44%, natural juices or fruit nectar – 41%, carbonated drinks with fruity flavors – 38% or non-carbonated drinks with fruit juice fruits – 37%. Both non-carbonated ice tea drinks and tonic water have similar scores of 33%, with tonic water being significantly more preferred by people aged 45-55 (39%).
As a general trend, we observe that the frequency of consumption of soft drinks, especially carbonated ones, decreases with age. For example, Generation Z (18-24 years old) shows a significantly higher interest in all cola-based carbonated soft drinks: the original version (51% vs. 44% total sample), the 0 -sugar version (36% vs. 28% total sample) or variants with different flavors – lemon, vanilla (33% vs. 23% total sample).
Which quantities prefer Romanians when they buy soft drinks?
Most of the consumers tend to buy larger packages of 2l (39%) or 2.5l (22%), suitable quantities to be consumed at home or shared with others.
Likewise, 0.5l bottles are preferred by a third of consumers (32%), the practical packaging making them particularly suitable for consumption on the go. In addition, we can observe a higher interest in buying smaller quantities of 0.5l among young people between 18-34 years old (39%) and urban residents (35% urban vs. 24% rural).
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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 15-21.03.2023 on a representative sample for the universe of people aged 18+, internet users, urban and rural residents. The sample size was 1005 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.