Reveal Marketing Research Study Romanians TODAY: 46% believe that what they buy currently is the bare necessities to ensure their livelihood

Reveal Market Resources, study no. 189

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 over time, compared to the similar study in the same period of 2022.

• 9 out of 10 Romanians perceive those around them as having a general state of irritation and apathy.
• Most Romanians say they are satisfied with their relationships with family and friends (92%) and with the level of personal development achieved (79%).
• 1 in 2 Romanians do not feel national pride at the moment.
• 46% believe that what they currently buy is the bare necessities to ensure their livelihood.
• 59% of Romanians believe that, in the face of a difficult economic and emotional period, brands should emphasize motivational and optimistic messages.

87% of Romanians believe that those around them are more nervous and tired than ever. 

According to the results of the study conducted by Reveal Marketing Research, half of Romanians (50%) have predominantly positive feelings during this period. Of these, 27% declare themselves optimistic and energetic and 23% say they feel relaxed and calmly look at what is happening around them, both attitudes being more common among seniors (+60 years old), in a proportion of 35% and 32%, respectively.

On the other hand, 32% of Romanians admit that they get angry easily and often experience feelings of anger, a phenomenon especially accentuated among Generation Y (29-44 years old) – 38%, and 18% feel rather bored or tired in their daily lives.

Romanians’ perception of those around them is predominantly negative, most describing them as nervous and angry (58%) or tired and bored (29%). The discrepancy between the evaluation of one’s own state (50% negative feelings) and the general perception of others (87% negative feelings) can be explained by the tendency to see one’s own state more favorably than that of others.

Most Romanians say they are satisfied with their relationships with family and friends (92%) and with the level of personal development achieved (79%)

According to the most recent assessment by Reveal Marketing Research, compared to 2022 data, Romanians say they are slightly more satisfied with their relationships with family and friends (+3%). However, satisfaction with the career and work environment decreased significantly, by 7%, and the perception of the financial situation deteriorated by 4%. These trends reflect the current challenges facing society and underline the importance of measures to improve work-life balance.

The greatest sources of satisfaction in Romanians’ daily lives come from interpersonal relationships: 92% say they are satisfied with their relationships with family and friends, 79% with their level of personal development and 76% with sentimental relationships. However, people with incomes below 3000 RON report a lower level of satisfaction in their life as a couple (63%).

On the other hand, the lowest satisfaction scores are recorded in the professional sphere (job – 65%), in the economic sphere (personal financial situation – 59%) and in the socio-political field (Romania’s economic situation – 25% and Romania’s  political situation – 24%).

Regarding national pride, about half of Romanians (51%) feel proud to a large or very large extent to be Romanians, but this percentage is significantly lower among young people: only 35% of Gen Z (18-28 years old) and 42% of Generation Y (29-44 years old) share this feeling.

Romanians in the face of inflation: 46% believe that what they buy today is strictly necessary to ensure their survival

High inflation has led Romanians to prioritize spending to cover basic needs. Thus, 46% of them agree, to a large and very large extent, that their current purchases are strictly necessary for survival.

In the last month, Romanians spent the most on food (89%), utilities (82%), personal hygiene products (73%), home care products (67%) and medicines or supplements (66%).

On the other hand, in the last month, Romanians have allocated reduced amounts for books (16%), trips and vacations (13%) or hobby products (7%).

Compared to 2022, recent data show a significant increase in spending in the last month for basic categories, such as food (+17%), utilities (+16%), personal hygiene products (+11%), cleaning products (+8%) and medicines and supplements (+12%). These developments indicate a marked orientation of consumption towards daily needs. On the other hand, Romanians spent less than in 2022 on cosmetics and perfumes (-3%), hobby items (-3%) and accessories such as watches and jewelry (-2%), reflecting a trend of prioritization of essential expenses in the current economic context.

What do Romanians expect from brands in a difficult emotional and economic context?

In a difficult economic and emotional context, Romanians believe that brands should focus more on motivational and optimistic messages (59%), on promoting health, protection and safety (50%) and on supporting local products and entrepreneurs (42%).

Romanians expect firms and companies to protect employees and avoid layoffs (57%), support communities through donations (44%) and use resources to produce essential goods (40%).

Starting from the current economic situation and the predominantly pessimistic mood of Romanians, brands can identify growth opportunities specific to the markets in which they operate, through brand image studies, Consumer Decision Journey (CDJ) paths and U&A (Usage & Attitudes) research.

These types of studies provide a clear understanding of how consumer attitudes and consumer behaviors have changed, as well as how the use of different product categories has adjusted, allowing brands to adapt their strategies and better respond to current consumer 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 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 other European countries for 16 years.

Reveal Market Resources, study no. 189: Reveal Market Resources is a data hub that includes free studies published in order to support the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online between 05-12.03.2025 on a nationally representative sample for the universe of people aged 18+, internet users, from urban and peri-urban areas. The sample size was 1003 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.