The educated young person from the urban environment – loyal consumer
Pastry is a convenience product, not a necessity. While bread is a basic food, meant to satisfy a pressing need and has a frequency of daily consumption, the pastry product is mainly consumed as a snack or as a dessert and can be categorized as a comfort product or as a form of of reward, being appreciated for its aroma and taste.
A few times a week is the frequency of consumption most common in the case of the pastry product in Romania (44% of the respondents falling into this category), while it is consumed daily by one in 10 people.
Compared to the frequency of consumption measured ten years ago, a reduction in the number of non-consumers can be observed: if, in 2009, 17% declared that they never consume pastry products, now their share has decreased to 5%. People in the +40 age category consume less of any type of pastry or cake, mostly for reasons of health and weight control. If we analyze the frequency of consumption according to the types of products, we notice that fresh pastry has a weekly consumption peak, while check or cozonac, monthly.
Options in the choice of pastries (consume at least once a month)
Frozen pastry products are avoided by 65% of the respondents, being the products with the lowest consumption among those analyzed. However, the consumption of frozen pastries has increased in the last 10 years from 7% to 35% in 2017. Those who accept frozen pastries are from the urban environment, mainly from Bucharest, are between 30 and 39 years old, or those with higher education . In the case of pie sheets, more indulgence is shown, being chosen by 46% of Romanians, although these are also preserved by freezing. The habit of moderate consumption, preparation at home, but also the attention paid to a healthy eating style are barriers to increasing the consumption of pastry products. People from urban areas, women and young people consider pastry a product with a high calorie content. However, only females avoid their consumption.
Where do you buy the pastry?
Respondents between the ages of 30 and 39 usually buy pastry products from specialized stores. This type of store and modern trade are the main purchase channels for the urban environment as well. Romanians over 40 years old, those from rural areas, but also those with primary education, buy from supermarkets. Pastry products are prepared at home in a proportion of 5%, more frequently in rural areas. But the habit of preparing pastries at home is also starting to be noticed among young people or people with higher educations and incomes, the preoccupation with cooking already being a trend. In most cases, such products are prepared on a regular basis and only in a proportion of 38% on special occasions.
Loyal customer (once or more times a day)
The sweet or salty pastry is the daily or several times a day snack for: men, people under the age of 39, educated, with high incomes, from the urban environment, especially from Oltenia and Bucharest.
Frequent user (once or more times a week)
34% of people between the ages of 40 and 55 enjoy the taste of pastries once a week. Also, those with medium incomes from the regions of Banat-Crisana-Maramureș and Muntenia (once a week), Dobrogea (several times a week) tend to consume several times a week.
Occasional or non-consumer (less than once a week or never)
The frequency of consumption decreases with age. 55% of non-consumers are people over 55 years old. The occasional consumer is common among those with low incomes and primary education. A third come from Moldova, followed by those from Transylvania. In rural areas, non-consumption is also due to the inaccessibility of the product.
Barriers in the consumption of pastry products
There are changes in attitude regarding the non-consumption of pastry products. If 10 years ago the main reason cited by people who did not consume such products was the lack of money or their not being included in the range of preferences, nowadays, the predominant reasons reflect consumers' concern for a healthy diet.
Source: Market study "Understanding the flour products market" Rompan and GfK Romania, 2018
Cecilia Florescu, Nova Pan marketing specialist
