Reveal Marketing Research Study: The integration of vegan and raw vegan dishes into Romanians’ diet has become more and more popular
The latest study conducted by Reveal Marketing Research in partnership with Rawdia, pioneer and market leader in terms of restaurants that exclusively offer vegan and raw vegan dishes, aimed to evaluate the perceptions, attitudes and behaviors of Romanians regarding vegan and raw vegan food in the context in which, according to the latest statistics, the market is constantly developing on this segment.
The changes are visible and we can notice that more and more restaurants with exclusively vegan menus have appeared, but also that conventional restaurants have begun to greatly expand their vegan and vegetarian options. Also, vegetable specialties are increasingly present and diversified on the shelves of large stores.
The premises of the Reveal Marketing Research study conducted at the initiative of Rawdia have been validated, the tastes of Romanian consumers are constantly changing. Therefore, 52% of the residents of the large urban environment declare that they usually consume vegan or raw vegan dishes, to a significantly lower extent young people up to 24 years old (35%).
In terms of frequency, most Romanians use to eat vegan products a few times a week (28%) or once a week (24%). Mature people over 55 y.o. use to consume such dishes several times a week to significantly greater extend vs. total sample (46% vs. 37%), this being also the age group most inclined to fast.
In the same vein, a percentage of 10% of respondents consume such dishes daily, especially those aged between 35-44 years (16%), and Generation Z (18-24 years) stands out as the age category that consumes least often vegan or raw vegan products, 54% of them declaring that they consume them less than once a week (vs. 37% total sample).
The Romanians’ consumption behaviour tends to move towards a greater integration of vegan and raw vegan dishes in daily diet
Regarding the methods of purchasing vegan and raw-vegan dishes, 42% of respondents prefer those locations that offer products only through delivery to order, 36% prefer to purchase vegan ingredients and to cook at home, and 25% choose conventional restaurants that offer a varied range of such products.
The most budget-conscious persons are represented by the extreme age groups, both young people between 18-24 years old (54%) and mature people over 55 years old (59%) preferring to a significantly greater extent to prepare their own vegan dishes at home (vs. 36% total sample).
Measuring the attitudes towards this type of dishes over a longer time horizon, we notice that 36% of respondents mention that they used to consume and will consume vegan dishes to the same extent as before, the most determined to maintain their current style of life being people between 35-44 years old (42%).
People who are used to eating vegan or raw vegan dishes are interested in having a healthy diet
Turning our attention to how those ones who are accustomed to consume vegan or raw vegan dishes relate to nutrition, it could be observed an increased interest in the positive effects of a healthy diet on the body. Thus, 39% declare that they prefer to consume vegan or raw vegan dishes because they have chosen a healthy diet as a lifestyle.
Other aspects such as losing weight, fasting or disagreeing with the practices and methods behind obtaining the meat have lower scores of 37%.
By measuring different consumer behaviors, we find out that 36% of those who usually eat vegan or raw vegan dishes prefer to consume them raw or prepared with a minimum of heat treatment.
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About Rawdia
Rawdia is a vegan and raw-vegan restaurant and shop launched 12 years ago in Bucharest. Rawdia is considered a pioneer and innovator in the market of vegan and raw vegan products, constantly offering healthy products, dishes and specialties. Rawdia products and dishes are assisted and validated by nutritionists and can be accessed through subscription, restaurant and home delivery services.
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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 in January 2023 on a representative sample for the universe of people aged 18+, internet users, residents from large urban areas. The sample size was 1000 respondents, and the maximum sampling error is +/- 3.1% at a 95% confidence level.