The year 2018 marks the centenary of the Great Union, an act of political and social fulfillment. For 100 years, Romanians have lived together and built through work and innovation.
The Preference for Romanian Products study comes in the context of the Centenary year, an opportunity for entrepreneurs in Romania to reflect on the changes of the last 100 years.
Therefore, we aimed to find out if Romanians have a preference for Romanian products when they go shopping, which are the most beloved Romanian brands, and what criteria consumers consider when choosing a product from the shelf.
What will you learn from the Preference for Romanian Products Study?
Since all categories of products made in Romania could not be included in a single study, we focused on the most accessible ones used by all Romanians – fast-moving consumer goods (FMCG): food products, personal care, and cleaning items.
And the respondents answered our initiative with the same enthusiasm, providing details about their consumption habits and preferences.
This is how we obtained the answers to the questions we started with:
- How much do Romanians pay for consumer goods, how often do they go shopping, and where?
- What types of products enter Romanians’ shopping baskets and in what proportions?
- How do they choose products, in general, and Romanian ones, in particular?
- How much of the shopping basket consists of Romanian products?
- What kind of Romanian products do consumers prefer?
- Which are the Romanian brands known and preferred by consumers?
- Why do Romanians choose Romanian products?
- Is there a willingness to pay more for products made in Romania?
- How well are products promoted as being “Made in Romania”?
Results of the “Preference for Romanian Products” Study
The “Preference for Romanian Products” study provides insights for retailers, producers, and communication teams who have in their portfolio or intend to introduce Romanian products.
The report presents the situation of Romanian products in a market dominated by imports. The data in the report includes consumer goods purchasing habits, preference for Romanian products, Romanians’ favorite brands, and the level of promotion of Romanian products.
How much do Romanians spend on shopping?
The research conducted in October 2018 shows that 82% of Romanians buy consumer goods at least once a week, spending an average of 1010 lei monthly on food, personal care, and cleaning products.
What does the Romanians’ shopping basket contain?
96% of consumers include Romanian food, cleaning, and personal care products in their basket.
Thus, at the end of a typical month, approximately 81% of all food products and over 40% of the personal care and cleaning items that Romanians buy are produced in Romania.
Local products versus imported ones
Almost 5 out of 10 people who prefer Romanian products choose them primarily to support Romanian companies. In addition to the sense of patriotism, 43% appreciate them for their quality, and 39% consider them more natural compared to imported ones.
In contrast, most of those who prefer imported products choose them primarily because they have better prices (49% of those who choose imported products) and are of superior quality (33%) compared to those made in Romania.
The research results show that more than 3 out of 4 people who frequently choose Romanian products are willing to pay, on average, nearly 30% more for them.
Download the Study Report
The full report provides extensive information on consumer goods purchasing habits, preference for Romanian products, Romanians’ favorite brands, and the level of promotion of Romanian products.
The information is supported by in-depth research conducted by MKOR specialists through desk research and analysis of data collected from study respondents.
The data is available for free to all interested parties by completing the form below.
The “Preference for Romanian Products” study was conducted by MKOR Consulting between September-October 2018, on a sample of 1,067 respondents aged between 18-54, nationally representative based on gender, age, and regional distribution.
Do you want to find out more?
The study documents consumer preference for Romanian products very well, but if there are aspects we haven’t included and you consider them of interest to you or your business, do not hesitate to write to us.
Your question can find its answer very quickly in the data collected for this study.
