• White bread is Romanians' favorite, and 38% of consumers declare that they consume it daily
Romania records the highest individual consumption of bread in the EU, but also the lowest price for this product, being 47% cheaper than the European average, according to Eurostat data. We export bakery products in Europe, but also outside the continent, including scones and frozen products. Given this data, as well as the approaching Easter holidays that may influence the purchase decision, Reveal Marketing Research carried out a study on the consumption habits of Romanians regarding bakery products.
38% of Romanians consume white bread daily
White bread is Romanians' favorite, so 38% of consumers declare that they consume it daily. As assortments, 37% of respondents say that sliced/wrapped bread is on the table every day, followed by bread mentioned by 33%. We see that Romanians are big consumers of bakery products, but they prefer to buy them, not prepare them themselves. So that 70% of respondents buy them from brick-and-mortar stores, especially sliced/packaged bread (88%), bagels (85%), sandwiches (80%) and buns (78%). Although online ordering has taken the food industry by storm in the past year, when it comes to baked goods, only 3% choose this option.
16% intended to start this activity in bakery
Because in the last year consumption habits have changed considerably and the tendency of people to prepare bread or other bakery products at home has been observed, the study investigated whether these changes are also reflected in the behavior of Romanians. 36% of respondents said that in the last 12 months they had prepared bread or other similar products in their own kitchen, while 48% stated that they kept the same habits, preferring to buy them rather than prepare them themselves. Then there is a segment of those who intended to start this activity but gave up because they found it difficult. It is about 16% of the respondents.
37% of consumers prefer to buy cozonac in the store
Although bread is generally purchased in the store, when it comes to cozonac, most Romanians (42%) keep the traditions and prepare them at home. Because almost half of the respondents (47%) say that they usually only eat cozonac during the Easter holidays, then the effort to prepare a complex recipe seems less. Even with the Easter holidays in 2021, most (48%) say they will bake the scone in their home ovens, while 37% prefer to buy it from a store.
45% of those who buy buns prefer the bakery
Those who choose the second option say that they usually buy buns from supermarkets or hypermarkets to the greatest extent (65%), and 45% go to the bakery. Only 24% buy cakes from confectionery. The main reason why some Romanians avoid preparing cozonaci at home is the fact that commercial products are evaluated as better than what they would cook themselves, an aspect mentioned by 37% of the respondents. At the same time, 30% of them believe that it is a too long process, and 18% consider that the recipe is too complicated.
Romanians prefer Romanian cozonac brands
If they choose to buy cozonac, most respondents (89%) declare that they prefer Romanian brands, which have traditional recipes. Another 26%, although they choose Romanian brands, say they prefer those that follow international recipes, such as the Panettone cake. Only 9% of Romanians choose foreign brands of cozonac. The appetite for local products and brands is also reflected in consumer preferences for bread. Asked how often they consume certain types of bread, 38% of Romanians say they never consume ciabatta, and 32% never consume focaccia.
The research took place between April 13-20, 2021
Reveal Marketing Research conducted this study using the CAWI method, following 1013 online interviews with respondents over 18 years of age, online users, on a representative sample at urban and rural national level, between April 13-20, 2021. Sampling error +/- 3%.
Reveal Marketing Research is a research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development.
