• A recent study, entitled “Food Education in Romania”, conducted by Agricola in collaboration with iVox between March 19-31, 2025, reveals that only half of Romanians frequently read product labels before purchasing them.
However, over 80% of consumers have difficulty identifying harmful ingredients or do not know what they are. The research, applied to a representative sample of 1.055 people from urban and rural areas, highlights both the concern of Romanians for a healthy diet and the gaps in nutritional education.
When it comes to checking labels, Romanians pay the most attention to the ingredient list (78,95%), followed by sugar and sweetener content (48,55%) and nutritional values (42,86%). In particular, people from Generation X, aged between 45 and 60, are the most interested in the ingredient list, with 81,52% of them checking it frequently. However, only 20% of respondents clearly understand the differences between terms such as “natural”, “organic” or “healthy”, while 65% have correct knowledge of what it means to naturally enrich a product.
The provenance of ingredients is an important factor for 21,7% of consumers, who prefer local foods or from trusted brands. Over 50% of respondents choose higher quality products when their budget allows. In terms of health concerns, 77% of Romanians prioritize healthy eating, but only 40% consider their diet to be “good”, while 50% describe it as “average”.
Balanced diet in trend
Generation Z stands out for its increased interest in a balanced diet, with over 85% of young people giving great importance to this aspect. Easy access to information, especially through social platforms, contributes to this trend, with young people frequently interacting with content that promotes a healthy lifestyle. The main reasons why Romanians choose to be mindful of what they consume include the prevention of long-term health problems (75,19%), daily well-being (49,95%) and the desire to be more productive (37,16%).
In addition to nutrition, Romanians consider quality sleep (57,14%), limiting sugar, salt and fat consumption (48,01%) and practicing sports 2-3 times a week (44,15%) essential for a balanced lifestyle. However, the level of information about nutrition remains low: only 13,75% of respondents consider themselves very well informed and apply nutritional principles daily, 56,71% have solid knowledge, but do not always put them into practice, and 27,5% are only partially informed.
Sources of information vary by generation. Only 47% of Romanians turn to doctors or nutritionists, while 20% rely on social media. Generation Z, in particular, prefer platforms such as TikTok, Instagram or YouTube, with 37% of young people obtaining information from here. In contrast, Millennials turn to specialists (51,13%), and Generation X mainly consults specialized blogs (51,27%).
Price remains the decisive factor in purchasing
Regarding organic products, 39% of respondents choose them because they are considered healthier and have fewer additives or pesticides, the trend being more pronounced among Generation Z (44,64%). Other reasons include better taste (20,62%) and positive environmental impact (16,54%). However, price remains a decisive factor: 57% of consumers would pay more for organic products, but only if the price difference is a maximum of 10-15%. For 23% of respondents, cost is the main selection criterion.
The study highlights the importance of informed choices for healthy eating and highlights the need for nutrition education. By promoting label checking and responsible choices, the research encourages consumers to be more mindful of what they put on their plates, opting for quality, safe and, where possible, local products.
Article source: Only one in two Romanians frequently reads the labels of purchased products
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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