Detailed Findings
Key Consumer Concerns:
Rising costs for utilities (electricity, gas, water): 56%.
Access to quality healthcare: 54%.
Employment stability: 52%.
Increasing taxes and food prices: 48%.
Inability to afford a home: 40%.
Generational Perspectives:
18–24 years: 83% are worried about the cost of living; 81% are deeply concerned about political outcomes.
51–65 years: 68% are anxious about the national economy's trajectory.
Consumer Behaviors and Trends:
Waste reduction in food has risen from 80% in 2023 to 89% in 2024.
Preference for repairing over replacing products: 58%.
Decreased importance of brands in purchasing decisions: 39%.
Key categories for cutting spending include fashion accessories (68%), consumer electronics (59%), and toys or gadgets (58%).
Economic Challenges Impacting Spending:
Expected spending increases in energy (57%), fresh food (38%), and clothing/footwear (23%).
Consumers anticipate higher expenditures during holidays (41%), leisure activities (27%), and charitable donations (26%).
Shift in Preferences:
Growth in own-brand product purchases, especially for fresh food (64%), household care (53%), and packaged food (51%).
Declining interest in private-label clothing and accessories (down from 36% to 26%).
Shrinkflation and Online Shopping:
64% of respondents noticed smaller package sizes with unchanged or higher prices.
Online shopping gained traction, with 50% preferring it for major sales events, up 4% from 2023.
General Pessimism:
67% fear worsening economic conditions in 2024, a 7% increase from 2023.
59% express concerns over external conflicts and wars.
Key Takeaway
Financial uncertainty and rising living costs are prompting Romanian consumers to prioritize essential needs, embrace frugality, and seek greater value, with a heightened focus on sustainability and cautious spending.
Trend
Cost-Conscious Consumerism: Consumers are becoming more cautious, prioritizing necessities and value over luxury or discretionary spending.
Consumer Motivation
Saving Money: Rising inflation and utility costs drive the search for cost-effective solutions.
Sustainability: Avoiding waste and repairing items reflect growing environmental awareness.
Emotional Stability: Political uncertainty and economic pressures amplify the need for security and predictable spending.
What is Driving the Trend?
Persistent inflation and high living costs.
Rising awareness of sustainability and waste reduction.
Shrinkflation affecting perceived value and trust in brands.
Motivation Beyond the Trend
A desire for long-term financial stability and resilience.
Ethical and environmental considerations in purchasing decisions.
Frustration with economic and political uncertainties influencing consumer choices.
Who Are the People the Article Refers To?
Young Adults (18–30 years): Concerned about housing affordability and political outcomes.
Middle-Aged Consumers (30–50 years): Focused on daily expenses and balancing family budgets.
Older Adults (51–65 years): Worried about national economic stability and healthcare access.
Description of Consumers, Product, or Service
Consumers: Cost-sensitive, value-driven buyers across all age groups.
Products: Essentials like food, household items, and affordable services; reduced spending on discretionary categories.
Age: Predominantly 18–65, segmented by concerns and spending habits.
Conclusions
Romanian consumers are adapting to financial pressures by shifting priorities toward essential needs, embracing sustainability, and reducing reliance on premium or luxury brands.
Implications
For Brands
Enhance trust through transparent pricing and communication about product value.
Focus on affordability while maintaining quality, especially in private-label categories.
Develop repairable or durable products to align with frugality trends.
For Society
Encourage waste reduction and resource optimization to promote sustainability.
Strengthen economic policies to address public concerns about inflation and cost of living.
For Consumers
Increased reliance on promotions, discounts, and private labels.
Growing skepticism about brand trustworthiness due to shrinkflation.
For the Future
Consumers will increasingly favor brands that align with cost-efficiency, sustainability, and ethical practices.
Trends
Consumer Trend
Frugality and Value-Seeking: Focused spending on essentials and a preference for affordable, durable goods.
Consumer Sub-Trend
Own-Brand Preferences: Growth in private-label products due to affordability and perceived value.
Big Social Trend
Economic Anxiety and Responsible Consumption: Financial pressures drive cautious spending and resource optimization.
Local Trend
Romanian consumers' heightened sensitivity to political and economic uncertainties.
Worldwide Social Trend
Global inflation influencing cost-conscious consumption patterns.
Name of the Big Trend Implied by Article
"Value-Driven Consumption"
Name of the Big Social Trend Implied by Article
"Financial Resilience and Sustainability"
Social Drive
Economic hardship, environmental awareness, and a need for financial security.
Learnings for Companies to Use in 2025
Strengthen private-label offerings with a focus on quality and affordability.
Emphasize durability, repairability, and sustainability in product design.
Communicate trust and transparency in pricing and product development.
Leverage data insights to target cost-sensitive consumers effectively.
Strategy Recommendations for 2025
Affordability First: Prioritize price-sensitive products and promotions to cater to cautious consumers.
Durability and Repairability: Develop long-lasting products to align with sustainability and cost-saving trends.
Shrinkflation Transparency: Avoid practices that erode consumer trust and emphasize value in packaging.
Digital Retail Expansion: Enhance e-commerce platforms to meet growing online shopping preferences.
Localized Campaigns: Tailor messages to address economic and social concerns specific to Romanian consumers.
Final Sentence
The "Value-Driven Consumption" trend reflects a shift toward frugality and sustainability as Romanian consumers navigate financial uncertainty, offering brands opportunities to align with consumer values through affordability, durability, and ethical practices.
What Brands & Companies Should Do in 2025 and How
To benefit from the "Value-Driven Consumption" trend, companies should focus on cost-efficient product innovation, repairable solutions, and transparent pricing strategies. Implement digital tools to personalize offers, enhance private-label branding, and connect with consumers through empathetic and trust-building communication.
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