Findings:
Taste is the top driver for purchasing yogurt (58% of consumers), followed by price (36%) and discounts (33%).
98% of urban Romanians consume yogurt, with plain yogurt, Greek yogurt, and drinkable yogurt as the most popular types.
Bio yogurt consumption is growing, mainly due to perceived health benefits (63%), but high price remains a barrier for 46%.
Consumers prefer buying yogurt from hypermarkets (79%), with lower preference for proximity stores (25%) and online shopping (9%).
Key Takeaway: Taste and price are the dominant factors influencing yogurt purchases, with bio yogurt demand rising despite price sensitivity.
Trend: A shift toward health-conscious choices is evident, particularly with bio yogurt, but affordability remains crucial.
Consumer Motivation:
Urban consumers value taste, affordability, and convenience.
Health-conscious individuals seek natural ingredients and products without additives.
Driving Trend: Rising interest in natural, health-focused products despite budget constraints.
People Referred To:
Urban Romanian consumers, ages 18-65, primarily choosing yogurt for taste, price, and health benefits.
Description of Consumers’ Product/Service:
Plain yogurt, Greek yogurt, fruit-flavored yogurt, bio yogurt, and drinkable yogurt.
Conclusions: Consumers prioritize taste and affordability, while health considerations play a secondary role, influenced by economic constraints.
Implications for Brands:
Brands can benefit from promoting natural ingredients, taste, and competitive pricing to appeal to budget-conscious yet health-aware consumers.
Opportunities exist for brands to educate on bio yogurt benefits to justify its higher price.
Implications for Society:
Increased preference for health-focused products reflects societal shifts toward wellness, but price remains a barrier, impacting accessibility.
Implications for Consumers: Consumers need accessible health-oriented options without compromising on taste and affordability.
Implications for Future: Yogurt brands should expect continued demand for healthy options but will need to address affordability to expand market reach.
Consumer Trend: Taste-driven, health-conscious consumption, balanced by price sensitivity.
Consumer Sub-Trend: Increased interest in bio yogurt for health benefits despite price as a barrier.
Big Social Trend: Health and wellness-oriented shopping habits with price-consciousness.
Local Trend: Preference for taste and affordability in yogurt purchasing, specific to urban Romanian consumers.
Worldwide Social Trend: Global move toward health-focused consumption, tempered by budget considerations.
Name of Big Trend: Health-Conscious Affordability
Name of Big Social Trend: Price-Conscious Wellness
Social Drive: Economic pressures and increased awareness of health benefits drive preferences for natural, affordable products.
Learnings for Companies in 2025:
Emphasize taste, natural ingredients, and budget-friendly options to capture taste-driven, health-conscious consumers.
Educate on the added value of bio products to increase acceptance of premium pricing.
Strategy Recommendations for Companies in 2025:
Launch affordable, health-focused yogurt options and engage consumers through promotions and educational campaigns.
Develop smaller, more budget-friendly packages to meet cost constraints while emphasizing quality and health benefits.
Final Sentence (Key Concept): In 2025, brands should target the balance between taste, health, and affordability to meet consumer needs—promoting natural ingredients and competitive pricing to capture budget-conscious wellness seekers effectively.
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