Consumer Lifestyles in Romania

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

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