Reveal Marketing Research Study: Romanians consider innovation the key to the future, and 8 out of 10 consider them an opportunity to save money and increase efficiency

Reveal Market Resources, study no. 190

Reveal Marketing Research, in collaboration with Leroy Merlin and LivratAzi.ro, has released the first edition of the annual Innovation in the Spotlight barometer,  which explores Romanians’ attitudes towards innovation and digitalization, their impact on consumption decisions and the differences between industries in this field.

• Innovation is strongly associated with attributes such as advanced technology (55%), creativity (51%) and efficiency (43%).
• 79% of Romanians are interested in using innovative products and services, and 78% consider them an opportunity to save money and increase efficiency.
• The most attractive communication messages about innovation emphasize the impact on quality of life (66%), practical product demonstrations (62%) and clear and measurable results (60%).

Romanians “translate” innovation in terms of progress, being strongly associated with advanced technology (55%)

The results of the study conducted by Reveal Marketing Research show that Romanians see innovation as a driver of progress, being strongly associated with attributes such as advanced technology (55%), creativity (51%) and efficiency (43%).

People over 55 years old with greater experience in technological evolution tend to associate innovation with creativity (64%), perceiving it as an ability to go beyond the conventional, while young people between 18-30 years old, who have been constantly exposed to technology and rapid changes, place more emphasis on the adaptability attribute  of innovation (25% compared to 18% of the total sample).

Regarding fundamental principles innovation, 27% of Romanians consider that it is closely related to development of new and unique products and services, the percentage being higher among people with incomes over 10,000 lei (39%). At the same time, 19% consider innovation closely related to the use of advanced technologies, and another 19% associate it with continuous improvement of processes and products.

Innovation, a driver of change: 86% of Romanians consider it essential for the future, and 79% want innovative products

86% of respondents consider innovation essential for the progress of society, especially people over 55 (95%) and those with high incomes (92%), while 82% agree that innovation improves access to education and information.

Moreover, 79% say they are interested in using innovative products and services, and 78% believe that innovation contributes to reducing costs and increasing efficiency.

The most common behaviours related to the use of innovative products and services are the use of digital applications and new online services (67%), which is more common among young people aged 18-30 (70%), and recommending innovative products and services they have tried (64%).

The main benefits of innovative products are convenience (80%), time savings (77%) and greater efficiency compared to traditional ones (71%). 

In general, Romanians choose products and services based on criteria such as  their adaptability to personal needs (84%) and ease of use (83%), the latter criterion being more important for people over 55 years old (88%).

If we refer to innovative products and services, they are especially appreciated for their benefits such as convenience (80%), time savings (77%) and greater efficiency compared to traditional ones (71%).

“Innovation represents a commitment both to the success of companies and to the progress of society as a whole. Romanians see innovation as a source of comfort, efficiency and cost optimization, and the fact that 8 out of 10 Romanians say they are interested in using innovative products and services demonstrates the real and positive impact that these solutions have on everyday life”, said Marius Luican, General Manager of Reveal Marketing Research.

“At Leroy Merlin, innovation and digitalization play a key role in defining our customers’ experience. We guide our every action with the customer at the center and we constantly invest in studies and analyzes to better understand their needs and expectations. The Innovation in the Spotlight barometer provides us with valuable information on how we can adapt and improve our solutions, so that we respond as relevant as possible to the current requirements of Romanians”, says Oana Constantin, Brand & Customer Insights Leader Leroy Merlin Romania.

The most innovative fields perceived by Romanians are Electronics, Gadgets & Home Appliances (69%), Technology, Software & Telecommunications (65%) and Construction & Real Estate (26%).  On the other hand, in the top of the areas with the greatest need for innovation we find Education & Training (44%), Health & Pharmaceutical Industry (42%) and Energy & Utilities (35%).

The main challenge for companies is to become “real” and credible promoters of the practical benefits of innovation

Promoting innovation plays an important role in the purchase decision when it emphasizes increasing comfort and quality of life (85%) and improving consumer safety (82%).

Moreover, the most attractive communication messages emphasize functional and practical benefits, such as impact on quality of life (66%), practical product demonstrations (62%) and clear and measurable results (60%).

68% of consumers believe that innovation-related initiatives and measures contribute to improving the image of companies, with the percentage being significantly higher among those aged 46-55 (76%) and over 55 (79%).

In Romanians’ view, the main actions through which companies can support innovation in Romania are investments in research and development (54%), the creation of products that meet real needs (48%) and the organization of consumer education campaigns (41%).

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About Reveal Marketing Research

Reveal Marketing Research It 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. 190: 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 study was conducted between 24.02-03.2025, on a sample of 1005 respondents, a representative sample for the universe of people aged 18+ in Romania, internet users, in urban areas. The maximum sampling error for the overall target is +/-3.1% at a 95% confidence level.

About Leroy Merlin

Leroy Merlin, a member of the French ADEO Group, is the European leader in the DIY market, with a history of over 100 years as a retailer specializing in construction, decoration and gardening.

The ADEO map includes more than 1,000 stores located in 20 countries serving 500 million inhabitants and professionals. We are 150,000 colleagues, leaders developed in a culture of intrapreneurship, driven by a common goal: to be useful to ourselves, to others, to communities and to the whole world, to provide effective and responsible solutions for home improvement.

In Romania, there are 22 Leroy Merlin stores, with almost 3,500 employees in 16 cities: Bucharest, Cluj-Napoca, Craiova, Ploiesti, Pitesti, Brasov, Constanta, Sibiu, Suceava, Târgu Mureș, Bacău, Iași, Timișoara, Oradea, Târgoviște and Arad.

 About LivratAzi.ro

LivratAzi.ro is a company with 20 years of experience, specializing in fast deliveries. LivratAzi.ro provides safe and efficient services for both individuals and businesses.