Consumer Lifestyles in Romania

Consumer Lifestyle

About This Report

Apr 2017

The consumer landscape has been defined by low levels of disposable income but Romanians are now optimistic about their financial future, reflected by increased spending and growth in consumer credit, among other indicators. Regardless, negative net migration continues to be an economic issue. Younger consumers are transforming consumers’ habits and attitudes. The proliferation of smartphones and other devices as well as super-fast internet connection speeds have boosted online shopping.

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Consumer Lifestyles in Romania

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LIFESTYLES IN ROMANIA

Chart 1 Consumer Lifestyles in 2017

TOP FIVE CONSUMER TRENDS

Rising consumer confidence spurs continued spending
Consumers increasingly going online to shop
Consumers prefer local products
Increased health awareness affecting consumers’ lifestyle choices
Demographic trends to shape consumer landscape in coming years

CONSUMER SEGMENTATION

Babies and Infants
More births in private healthcare system
Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth
Kids
More parents embrace private kindergartens and after-school programmes
Increasingly diverse leisure activities attract more Kids
Chart 3 Number of Kids (Aged 3-8)
Tweenagers
Smartphones are Tween’s favourite digital device
Chart 4 Distribution of Tweens (Aged 9-12)
Teens
Teenagers look to local vlogging stars for inspiration
Teens gobble up fast food and carbonated drinks
Chart 5 Distribution of Teens (Aged 13-17)
Young Adults
More university students going abroad
Chart 6 Distribution of Young Adults (Aged 18-19) and Age at First Marriage
Middle Youth
Many Middle Youth seeking to reconnect with tradition and culture
Chart 7 Distribution of Middle Youth (Aged 30-44)
Mid-Lifers
Many Mid-Lifers plan to move back to the countryside
Chart 8 Number of Mid-Lifers (Aged 45-59)
Later-Lifers
Active pensioners continue working
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy

EATING AND DRINKING

Eating Habits
Consumers increasingly turn to low-priced fast food when dining out
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016
Drinking Habits
Robust increase in consumption of energy drinks
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016

HEALTHY AND ETHICAL LIVING

Attitudes to Health and Wellbeing
Growing demand for private healthcare services
Consumers increasingly look to treat weight issues
Chart 12 Consumer Expenditure on Personal Health: 2016
Ethical Living
Chart 13 Obese and Overweight Population by Gender: 2000-2016
Sport and Fitness
Running gains ground
Chart 14 Percentage of Households Owning a Bicycle: 2016

HOUSE AND HOME

Home Ownership
Many younger consumers opting to rent
Chart 15 Overview of Households: 2016
Household Profiles
Expats fuel growth in flat sharing
Chart 16 Households by Type, Occupants, and Pet Ownership
Running Costs
Consumers warm to home heating systems
Chart 17 Running Costs per Household: 2016

LEISURE AND RECREATION

Leisure Time
Board games become popular way to spend free time
Adventurous consumers flock to escape rooms
Vacations
Security concerns convince more Romanians to spend holidays at home
Chart 18 Holiday Time: 2016
Opportunities for Celebrations and Gift-Giving

TECHNOLOGY

The Internet
Demand for smartphones soars
Chart 19 Accessing the Internet: 2016
Attitudes towards Social Media and Networking

GROOMING AND APPEARANCE

Investing in Yourself: Female Personal Grooming and Hygiene
Consumers still going to salons
Chart 20 Consumer Expenditure on Personal Appearance: 2016
Investing in Yourself: Male Personal Grooming and Hygiene
Style Icons and Celebrity Influences

SHOPPING

Main Household Shop
Case Study
Mega Image: creating a new store concept around local traditions
Chart 21 Main Household Shop by Retailer Type: 2016
Shopping for Big-Ticket Items
Demand for second-hand cars remains strong
Shopping Online
Consumers flock to Black Friday sales
Chart 22 Internet Retail Spending: 2016

SPENDING AND SAVING

Attitudes towards Spending
Attitudes towards Savings
Attitudes towards Loans
Consumers embrace contactless card payments
Chart 23 Key Spending and Savings Measures: 2016