Consumer Lifestyles in Romania
Euromonitor International's Consumer Lifestyles in Romania report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, and home ownership trends. Use this report to understand the factors influencing a nation's lifestyle choices.
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Chapters: 22 | Tables: 153 | Publication date: Jul 2005
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Table of contents
1. INTRODUCTION
2. POPULATION
2.1 POPULATION BY AGE
Evidence of an ageing population
Social security system faces increased pressure
Table 1 Population by Age: 1990-2015
Table 2 Population by Age (% Analysis): 1990-2015
Table 3 Population by Age (Growth): 1990-2015/2000-2015
2.2 MALE POPULATION BY AGE
Male population in decline
Table 4 Male Population by Age: 1990-2015
Table 5 Male Population by Age (% Analysis): 1990-2015
Table 6 Male Population by Age (Growth): 1990-2015/2000-2015
2.3 FEMALE POPULATION BY AGE
Increasing proportion of population female
Table 7 Female Population by Age: 1990-2015
Table 8 Female Population by Age (% Analysis): 1990-2015
Table 9 Female Population by Age (Growth): 1990-2015/2000-2015
2.4 FERTILITY AND BIRTH
Dramatic increase in number of births outside marriage
Social changes affect women’s childbirth choices
Table 10 Fertility and Birth: 1990/1995/2000-2003
Table 11 Fertility and Birth (Growth): 1990-2003/2000-2003
2.5 POPULATION BY MARITAL STATUS
Divorce rate sees dramatic increase, but still high number of stable marriages
Age of women at first marriage increases slightly
Table 12 Population by Marital Status: 1990/1995/2000-2003
Table 13 Population by Marital Status (% Analysis): 1990/1995/2000-2003
Table 14 Population by Marital Status (Growth): 1990-2003/2000-2003
2.6 POPULATION BY EDUCATIONAL ATTAINMENT
Many families unable to afford secondary and higher education
Table 15 Population by Educational Attainment: 1990/1995/2000-2003
Table 16 Population by Educational Attainment (Growth): 1990-2003/2000-2003
2.7 POPULATION BY NATIONALITY
German exodus from Romania
Hungarians the largest ethnic group, Roma population expands rapidly
Table 17 Population by Nationality/Ethnicity: 1990/1995/2000-2003
Table 18 Population by Nationality/Ethnicity (% Analysis): 1990/1995/2000-2003
Table 19 Population by Nationality/Ethnicity (Growth): 1990-2003/2000-2003
2.8 POPULATION BY RELIGION
Religious harmony in Romania, but shrinking congregations
Table 20 Population by Religion: 1992/2002
Table 21 Population by Religion (% Analysis): 1992/2002
Table 22 Population by Religion (Growth): 1992-2002
3. CONSUMER SEGMENTATION
3.1 INFANTS AND BABIES
Infant and baby population sees sharp decline
Parents and grandparents the real target group
Young parents quick to adopt disposable nappies
Table 23 Babies and Infants: 1990-2015
Table 24 Babies and Infants (Growth): 1990-2015/2000-2015
3.2 CHILDREN
Proportion of total population accounted for by children declines
Lack of school uniform pressurises parents
Table 25 Children: 1990-2015
Table 26 Children (Growth): 1990-2015/2000-2015
3.3 TWEENAGERS
2000-2005 period sees significant decline in number of tweenagers
Technology and entertainment important to tweenagers
Table 27 Tweenagers: 1990-2015
Table 28 Tweenagers (Growth): 1990-2015/2000-2015
3.4 TEENAGERS
Declining number of teenagers
Teenagers most likely segment to use technology
Table 29 Teenagers: 1990-2015
Table 30 Teenagers (Growth): 1990-2015/2000-2015
3.5 STUDYING AGE
Studying age segment demonstrates decline
Romanian students’ lifestyles largely similar to their counterparts in other countries
Non-graduates may be forced to live at home
Table 31 Studying Age: 1990-2015
Table 32 Studying Age (Growth): 1990-2015/2000-2015
3.6 YOUNG ADULTS
Declining disparity between size of male and female young adult populations
Romania’s growing middle class
Table 33 Young Adults: 1990-2015
Table 34 Young Adults (Growth): 1990-2015/2000-2015
3.7 MIDDLE-AGED ADULTS
Middle-aged segment demonstrates growth
Table 35 Middle-Aged Adults: 1990-2015
Table 36 Middle-Aged Adults (Growth): 1990-2015/2000-2015
3.8 BABY BOOMERS
More women than men among baby boomers
Table 37 Baby Boomers: 1990-2015
Table 38 Baby Boomers (Growth): 1990-2015/2000-2015
3.9 PENSIONERS
Strong increase in number of pensioners
Most Romanian pensioners on the poverty line
Table 39 Pensioners: 1990-2015
Table 40 Pensioners (Growth): 1990-2015/2000-2015
3.10 SINGLE-PARENT HOUSEHOLDS
Reduction in number of single-parent households
Table 41 Single-parent Households: 1990-2015
Table 42 Single-parent Households (Growth): 1990-2015/2000-2015
3.11 SINGLE-PERSON HOUSEHOLDS
Consumers remaining single longer
Table 43 Single-person Households: 1990-2015
Table 44 Single-person Households (Growth): 1990-2015/2000-2015
3.12 EMPTY NESTERS
More affluent empty nesters spend more on leisure and tourism
Table 45 Empty Nesters: 1995-2015
Table 46 Empty Nesters (Growth): 1995-2015/2000-2015
3.13 FAMILIES
Many postpone starting a family
Table 47 Families: 1990-2015
Table 48 Families (Growth): 1990-2015/2000-2015
4. REGIONAL DEVELOPMENT
4.1 POPULATION DENSITY
Romania not a densely populated country
Concentration of population in Bucharest
Table 49 Population Density: 1990-2015
Table 50 Population Density (Growth): 1990-2015/2000-2015
4.2 POPULATION BY URBAN/RURAL LOCATION
Urban/rural population movements
Romanians gravitate to Bucharest
Table 51 Population by Urban/Rural Location: 1990-2015
Table 52 Population by Urban/Rural Location (% Analysis): 1990-2015
Table 53 Population by Urban/Rural Location (Growth): 1990-2015/2000-2015
4.3 POPULATION OF FOREIGN CITIZENS
Fewer foreigners in Romania
Table 54 Population of Foreign Citizens: 1990/1995/2000-2003
Table 55 Population of Foreign Citizens (Growth): 1990-2003/2000-2003
4.4 MIGRATION RATES
Few Romanians become permanent foreign residents
Table 56 Migration Rate: 1990/1995/2000-2002
Table 57 Migration Rate (Growth): 1990-2003/2000-2002
4.5 POPULATION OF MAJOR CITIES
More than one capital in Romania
Table 58 Population of Major Cities: 1992-2002
Table 59 Population of Major Cities (Growth): 1992-2002
5. HOME OWNERSHIP
5.1 HOUSING STOCK
Blocks of flats most common type of urban home
Bank credit boosts property market
Building land scarce
Table 60 Total Housing Stock and New Dwellings Completed: 1990-2015
Table 61 Total Housing Stock and New Dwellings Completed (Growth): 1990-2015/2000-2015
5.2 NUMBER OF HOUSEHOLDS BY TENURE
Availability of bank credits leads to more homeowners with mortgages
Declining number of homes rented
Table 62 Number of Households by Tenure: 1990/1995/2000-2003
Table 63 Number of Households by Tenure (% Analysis): 1990/1995/2000-2003
Table 64 Number of Households by Tenure (Growth): 1990-2003/2000-2003
5.3 NUMBER OF HOUSEHOLDS BY TYPE OF DWELLING
Mixture of housing types in urban areas
Table 65 Number of Households by Type of Dwelling: 1990/1995/2000-2003
Table 66 Number of Households by Type of Dwelling (% Analysis): 1990/1995/2000-2003
Table 67 Number of Households by Type of Dwelling (Growth): 1990-2003/2000-2003
6. HOUSEHOLD PROFILES
6.1 HOUSEHOLDS BY NUMBER OF PERSONS
Shift towards 2-person households
Table 68 Households by Number of Persons: 1990/1995/2000-2003
Table 69 Households by Number of Persons (% Analysis): 1990/1995/2000-2003
Table 70 Households by Number of Persons (Growth): 1990-2003/2000-2003
6.2 HOUSEHOLDS BY NUMBER OF ROOMS
2- and 3-room households see significant increase
Table 71 Households by Number of Rooms: 1990/1995/2000-2003
Table 72 Households by Number of Rooms: 1990/1995/2000-2003
Table 73 Households by Number of Rooms (Growth): 1990-2003/2000-2003
6.3 HOUSEHOLDS BY SEX AND AGE OF HEAD OF HOUSEHOLD
More females become household heads
Table 74 Households by Sex and Age of Head of Household: 1990/1995/2000-2003
Table 75 Households by Sex and Age of Head of Household (% Analysis): 1990/1995/2000-2003
Table 76 Households by Sex and Age of Head of Household (Growth): 1990-2003/2000-2003
6.4 HOUSEHOLDS BY EDUCATION OF HEAD OF HOUSEHOLD
Growth in number of heads with higher education at end of review period
Table 77 Households by Education of Head of Household: 1990/1995/2000-2003
Table 78 Households by Education of Head of Household (% Analysis): 1990/1995/2000-2003
Table 79 Households by Education of Head of Household (Growth): 1990-2003/2000-2003
6.5 HOUSEHOLDS BY SOCIO-ECONOMIC STATUS OF HEAD OF HOUSEHOLD
More Romanians become self-employed
Table 80 Households by Socio-Economic Status of Head of Household: 1990/1995/2000-2003
Table 81 Households by Socio-Economic Status of Head of Household (% Analysis): 1990/1995/2000-2003
Table 82 Number of Households by Socio-Economic Status of Head of Household (Growth): 1990-2003/2000-2003
6.6 OWNERSHIP OF HOUSEHOLD DURABLES
Increased demand for modern durables
Labour-saving devices increasingly attractive to consumers
Increased demand for luxury products expected
Table 83 Ownership of Household Durables by Type: 1990-2015
Table 84 Ownership of Household Durables by Type (Growth): 1990-2015/2000-2015
6.7 PET POPULATION
Few pets in cities, more in rural areas
7. LABOUR
7.1 EMPLOYED MALE POPULATION BY AGE
Several factors result in reduced male employment
Younger Romanians adapt more easily to change
Indications of economic stability
Table 85 Employed Male Population by Age Group: 1990/1995/2000-2003
Table 86 Employed Male Population by Age Group (% Analysis): 1990/1995/2000-2003
Table 87 Employed Male Population by Age Group (Growth): 1990-2003/2000-2003
7.2 EMPLOYED FEMALE POPULATION BY AGE
Fewer redundancies in female-dominated areas of employment
Table 88 Employed Female Population by Age Group: 1990/1995/2000-2003
Table 89 Employed Female Population by Age Group (% Analysis): 1990/1995/2000-2003
Table 90 Employed Female Population by Age Group (Growth): 1990-2003/2000-2003
7.3 UNEMPLOYED MALE POPULATION BY AGE
Sizeable increase in size of unemployed population
Male workers made redundant as industries close down
Table 91 Unemployed Male Population by Age Group: 1990/1995/2000-2003
Table 92 Unemployed Male Population by Age Group (% Analysis): 1990/1995/2000-2003
Table 93 Unemployed Male Population by Age Group (Growth): 1990-2003/2000-2003
7.4 UNEMPLOYED FEMALE POPULATION BY AGE
Most unemployed females in 20-24 age group
Female workers less affected by change than male counterparts
Table 94 Unemployed Female Population by Age Group: 1990/1995/2000-2003
Table 95 Unemployed Female Population by Age Group (% Analysis): 1990/1995/2000-2003
Table 96 Unemployed Female Population by Age Group (Growth): 1990-2003/2000-2003
7.5 PART-TIME EMPLOYMENT BY SEX
Part-time employment increases in importance, more men work part-time
Table 97 Part-time Employment by Sex: 1990/1995/2000-2003
Table 98 Part-time Employment by Sex (% Analysis): 1990/1995/2000-2003
Table 99 Part-time Employment by Sex (Growth): 1990-2003/2000-2003
7.6 WORKING CONDITIONS
Changes to Labour Code postponed
Range of parental entitlements
8. INCOME
8.1 PERSONAL INCOME
Increased stability expected to boost income levels
Little spare cash in Romanian pockets
Table 100 Mean Annual Gross and Disposable Income: 1990-2015
Table 101 Mean Annual Gross and Disposable Income (Growth): 1990-2015/2000-2015
8.2 MALE DISPOSABLE INCOME BY AGE
Disparity between male and female earnings
8.3 FEMALE DISPOSABLE INCOME BY AGE
Women important contributors to household income
8.4 MEAN DISPOSABLE HOUSEHOLD INCOME
Table 102 Mean Disposable Household Income: 1990-2015
Table 103 Mean Disposable Household Income (Growth): 1990-2015
8.5 NUMBER OF HOUSEHOLDS BY DISPOSABLE INCOME BRACKET
Disposable income declines despite appearances to the contrary
Table 104 Number of Households by Disposable Income Bracket: 1990/1995/2000-2003
Table 105 Number of Households by Disposable Income Bracket (% Analysis): 1990/1995/2000-2003
Table 106 Number of Households by Disposable Income Bracket (Growth): 1990-2003/2000-2003
9. CONSUMER AND FAMILY EXPENDITURE
9.1 CONSUMER EXPENDITURE BY PURPOSE
Few changes in spending priorities
Cost of education increases
Table 107 Consumer Expenditure by Purpose: 1990-2015
Table 108 Consumer Expenditure by Purpose (% Analysis): 1990-2015
Table 109 Consumer Expenditure by Purpose (Growth): 1990-2015
9.2 PRICE INDICES
Romanian economy suffers post-1990, prices rise significantly
Table 110 Price Indices: 1995/2000-2003
10. HEALTH
10.1 HEALTHCARE PROVISION
Attempts at healthcare reform unsatisfactory
Table 111 Healthcare Workers: 1990/1995/2000-2003
Table 112 Healthcare Workers (Growth): 1990-2003/2000-2003
10.2 MAJOR CAUSES OF DEATH BY DISEASE
Turnaround in heart disease deaths
Table 113 Major Causes of Death by Disease: 1990/1995/2000-2003
Table 114 Major Causes of Death by Disease (Growth): 1990-2003/2000-2003
10.3 SMOKING
Strong increase in smoking among Romanian females
Table 115 Smoking Prevalence Amongst the Population by Sex: 1995/2000-2003
Table 116 Smoking Prevalence Amongst the Population by Sex (Growth): 1995-2003/2000-2003
10.4 OBESITY
High proportion of Romanians obese
Table 117 Obese Population as % of Total: 1990/1995/2000-2003
Table 118 Obese Population as % of Total (Growth): 1990-2003/2000-2003
10.5 SEXUAL HEALTH
Number of AIDS cases declines
Table 119 Reported AIDS Cases: 1990/1995/2000-2003
Table 120 Reported AIDS Cases (Growth): 1990-2003/2000-2003
10.6 HEALTH AND WELLNESS
Increasing trend towards alternative medicine
11. EDUCATION
11.1 PRIMARY AND SECONDARY EDUCATION
Education system modernised post-1990
Ageing population leads to decline in pupil numbers
11.2 TERTIARY EDUCATION
Fewer students go to technical universities
Decline in enrolment in private institutions
Greatest proportion of students go to Bucharest
Table 121 Net Entry Rates to Tertiary Education 1990/1995/2000-2003
Table 122 Net Entry Rates to Tertiary Education (% Analysis) 1990/1995/2000-2003
Table 123 Net Entry Rates to Tertiary Education (Growth) 1990-2003/2000-2003
12. EATING
12.1 HABITS
Romanians’ eating habits demonstrate change
Eating out unaffordable for less affluent consumers
Village life patterns still followed by many Romanians
Older consumers resist modernisation of retail environment
12.2 FRESH FOODS
Fish consumption increases markedly
Table 124 Consumption of Fresh Foods by Sector: 1998/2003
12.3 PACKAGED AND PROCESSED FOODS
Young, urban consumers demonstrate preference for processed products
Table 125 Consumption of Packaged and Processed Foods by Sector: 1998/2003
12.4 EATING OUT
Increasing range of eating establishments in Romania
13. DRINKING
13.1 HABITS
Limited consumption of alcohol in urban areas
13.2 ALCOHOLIC DRINKS
Non-/low-alcohol beverages see dramatic increase in consumption
Table 126 Consumption of Alcoholic Drinks by Sector: 1998/2003
13.3 SOFT DRINKS
Healthier drinks see increased consumption
Table 127 Consumption of Soft Drinks by Sector: 1998/2003
13.4 HOT DRINKS
Tea consumption increases strongly, but coffee remains most popular
Table 128 Consumption of Hot Drinks by Sector: 1998/2003
14. SHOPPING
14.1 FOOD
Traditional open-air markets remain important
Modern shopping behaviour like to spread
14.2 COSMETICS AND TOILETRIES
Strong increase in consumption since 1990, with further growth expected
Most specialist outlets in Bucharest
14.3 CLOTHING AND FOOTWEAR
Moderate spending for majority of Romanians
14.4 LEISURE GOODS
Replacement cycles likely to be long
14.5 HEALTHCARE
Herbal tea popular
14.6 HOUSEHOLD GOODS AND HOME IMPROVEMENT
Credit to boost growth
15. PERSONAL GROOMING
15.1 ATTITUDES
Salons remain popular due to competitive prices
Table 129 Expenditure on Cosmetics and Toiletries by Grooming Sector: 1998/2003
15.2 PERSONAL HYGIENE
Basic standards widely kept
Table 130 Expenditure on Cosmetics and Toiletries by Personal Hygiene Sector: 1998/2003
16. FASHION
16.1 ATTITUDES
Formal dressing not particularly widespread
16.2 CLOTHING AND FOOTWEAR
Clothing purchases fall when times are hard
Table 131 Expenditure on Clothing and Footwear: 1990/1995/2000-2003
Table 132 Expenditure on Clothing and Footwear (% Analysis): 1990/1995/2000-2003
Table 133 Expenditure on Clothing and Footwear (Growth): 1990-2003/2000-2003
17. LEISURE
17.1 HOME ENTERTAINMENT
Decline in reading since 1990
17.2 GOING OUT
Urban consumers go out more
17.3 SPORT
Increased popularity of winter sports
17.4 DIY AND GARDENING
Romanians uninterested in gardening
17.5 CULTURE
Little investment in cultural activity
Romanian Cultural Institute established
18. PERSONAL FINANCE
18.1 BANKING AND PAYMENT SYSTEMS
Banking environment increasingly stable
18.2 SAVINGS
Few Romanians able to save
Table 134 Net Savings 1997-2002
18.3 CONSUMER CREDIT
Banks offer credit for high ticket purchases
Table 135 Consumer Credit: 1997-2002
Table 136 Consumer Credit (% Analysis): 1997-2002
Table 137 Consumer Credit (Growth): 1997-2002/2000-2002
18.4 PENSIONS
Pension reform discussed
Government begins recalculating pensions
19. MEDIA
19.1 TRENDS
Media develops post-1990, but national film industry slack
19.2 TELEVISIONS
Strong move towards colour sets
Table 138 Penetration of Televisions and Number of TV Channels: 1990/1995/2000-2003
Table 139 Penetration of Televisions and Number of TV Channels (Growth): 1990-2003/2000-2003
19.3 CABLE AND SATELLITE TELEVISION
Increased subscriptions to cable and satellite
Table 140 Penetration of Cable and Satellite Television: 1995/2000-2003
Table 141 Penetration of Cable and Satellite Television (Growth): 2000-2003
Table 142 Forecast Penetration of Cable and Satellite Television: 2004-2005/2010/2015
Table 143 Forecast Penetration of Cable and Satellite Television (Growth): 2005-2010/2010-2015
20. COMMUNICATION
20.1 TRENDS
Huge mobile telephone uptake
20.2 TELECOMMUNICATIONS
Surge in telephone calls
Table 144 National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users: 1990/1995/2000-2003
Table 145 National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users (Growth): 1990-2003/2000-2003
Table 146 Forecast National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users: 2004-2005/2010/2015
20.3 PCS AND THE INTERNET
Usage increases in Romania
Low credit card penetration stifles e-commerce development
Table 147 Household PC Penetration and Internet Usage: 1995/2000-2003
Table 148 Household PC Penetration and Internet Usage (Growth): 1995-2003/2000-2003
Table 149 Forecast Household PC Penetration and Internet Usage: 2004-2005/2010/2015
Table 150 Forecast PC Penetration and Internet Usage (Growth): 2005-2010/2010-2015
21. TRANSPORT
21.1 TRENDS
Transportation system suffers from lack of investment
Increased pollution and congestion, inadequate motorway infrastructure
21.2 CONSUMER EXPENDITURE
Cars account for greatest share
Table 151 Consumer Expenditure on Transport by Sector: 1990/1995/2000-2003
Table 152 Consumer Expenditure on Transport by Sector (% Analysis): 1990/1995/2000-2003
Table 153 Consumer Expenditure on Transport by Sector (Growth): 1990-2003/2000-2003
22. TRAVEL AND TOURISM
22.1 TRENDS
Romania rich and varied for tourists
Many Romanians struggle to afford a holiday
Summer the main holiday period