Romanians' preferences in 2016

For the next forecast period, no notable change is expected in the bakery sector, with bread to occupy the same leading position in per capita consumption. Bread will continue to be a basic product in Romania, consumed by all segments of the population, regardless of income, and will dictate the performance of the bakery industry as a whole, according to a study by the FRD Center conducted at the request of the Dutch Embassy in Romania.

 Bread remains one of the most important products in Romanian food, although a slight decrease in consumption was observed in 2016, compared to the previous year.

• Romania still remains in the top of the countries with the highest consumption of bakery products, with an annual consumption of over 96 kg of bread per capita, according to Mr. Aurel Popescu, president of ROMPAN, while the average consumption at European level is of 60 kg per year, according to the FRD Center study or 63,9 kg according to the European Flour Millers' Annual Report.

• According to the National Institute of Statistics, 26% of Romanians' food consists of bread and bakery products.

• Consumers' eating habits have changed, especially among people living in urban areas. Although in 2016 there was a decrease in bread consumption, according to the INS, Romanians allocated larger amounts to bakery products, especially in the Center, West and North-West regions.

• According to studies, the consumer is looking for: healthy products, with a high nutritional value, with a low content of preservatives and additives, BIO products, even gluten-free products; made by quality, such as wholemeal flour products, with seeds, cereals, products with higher added value, for example bread with olives, with nuts, etc.

And, last but not least, comfort products that require a minimum of additional preparation, or sliced ​​and packaged bread, are becoming more and more popular, due to busy schedules, lack of time and the consumer's decreasing concern for home-prepared food.

Consequently, the Romanian consumer is more demanding and sophisticated, eats less bread, but chooses it with care: health, quality, comfort - these would be three factors that characterize the appreciated product. Price ceases to be the determining factor in the purchase decision.

Average monthly consumption of bread and bakery products, for one person

Average monthly consumption of bread and the allocated value, according to social categories and residence

Employees and pensioners from the urban environment are attentive to the quality of the bakery products they consume. Bread consumption habits in 2016 differ according to residence, less so according to social categories.

Average monthly consumption and the amount spent on bakery products, in 2016, per person, depending on the region

The highest consumption was registered in the South-West Oltenia Region, while, in the Central Region, Romanians are willing to pay more for good bread.