HOW DO ROMANIANS FEEL ONE YEAR AND A HALF INTO THE PANDEMIC?
If you have been wondering what is the emotional state of Romanians after 1 year and a half of pandemic, Reveal Marketing Research is here to provide several answers. The study was conducted between May 10-17, 2021 and is part of a research that takes place monthly and shows current issues related to Romanians, but also their evolution over time.
Young careerists and traditional families are the most satisfied with their general state of mind (23%).
The highest percentages are those partaining to the state of mind (11% more than in April).
The role of shopping is still mainly related to the base of the pyramid.
Fatigue is steadily decreasing (from 27% in May 2020 to 7% in May 2021) and positive states of mind are continually growing – 71% are satisfied with their current state of mind (up from 56% in May 2020), their leisure time (from 50% in May 2020 to 53% in May 2021) and perceived state of health (from 42 to 54%).
“In Romania, the decision to ease some of the restrictions announced by the authorities on May 13, generated a series of positive emotions among Romanians. Compared to last summer, the numbers have increased considerably and we expect this emotional territory to be stronger and stronger, in the context of the gradual relaxation of restrictions. “, according to Marius Luican, CEO of Reveal Marketing Research.
Brands can to communicate on new topics, innovate or promote new products (optimism, satisfaction).
The Importance of Social Relations has Increased
In May, the first place is taken by the territory of love, friendship and joy, with an increase of 3% compared to May 2020. The territory of overcoming obstacles and change takes second place regarding the motivations of Romanians during this month, registering a decrease of 3 %.
This decrease could be explained in association with the increase in the territory of friendship and joy, Romanians having more and more the opportunity to go to those closest to them and to enjoy their company. Another explanation would also be the lifting of traffic restrictions at night and the lifting of the mask restrictions outdoors, which also contributes to increasing the importance of social relations.
The stability, responsibility and faith territory decreased by 8% as compared to April and continues to decrease since March. Compared to 2020, the territory of stability, responsibility, and faith decreased in importance (5%), but the importance of friendship and joy increased by 3%. Romanians seem to feel an acute need for social relations.
Romanians’ Emotions in Relation to Satisfaction with Different Aspects of Life
At national level, there were high percentages regarding several aspects of life, compared to April. Thus, the highest percentages are found in the case of the state of mind (11% more than in April), financial situation (6% more than in April) and leisure (1% more compared to April). These month-to-month increases may be associated with the announcement of new relaxation measures that came into force on 1 June.
Important to know
At the national level, satisfaction with the way Romanians spend their free time is still on an upward trend (from 50% in May 2020 to 53% in May 2021), along with income satisfaction (from 46 % in May 2020, to 49% in May 2021). Modern families continue to be the most satisfied segment regarding career/ job and income along with young professionals.
The Role of Shopping is Still Mainly Related to the Base of the Pyramid
In May, we see an increase in spending on products that meet people’s basic needs (food, hygiene, cleaning and other utilities, etc.). Also, the expenses that meet the need for social integration (outings in the city, pubs, restaurants) increase by 6%, most likely against the background of eliminating the restrictions that limited to a certain extent the social life of Romanians (especially on weekends) . Romanians continue to save more this month (compared to the previous month in particular), probably having in mind the possibility of going on vacation.
Expenditures by Product Category and Segment
Products for personal development and self-esteem are generally consumed by millennials (hobby-related products and technology products in particular, with percentages over 18%).
Among the products with a social integration component, the most consumed are gifts for loved ones (23%). For this component, the highest sales are generated by modern families.
The segments that save the most are single adults, millennials, and young professionals (almost 30%).
In urban areas, single people save the most (28%), followed by young professionals (27%).
In rural areas, the most economical are families with children (32%) and young professionals (16%).
About „Românii AZI” Barometer (Romanians TODAY)
Românii AZI/ Romanians TODAY is a barometer developed by Reveal Marketing Research and works as a tool for contextualizing the market research implemented for clients in the company’s portfolio. It takes place monthly and shows current issues related to Romanians, but also their evolution over time. Thus, all studies start from understanding consumers because they are dynamic, not static. Brands learn how to communicate with the target audience, starting from the dominant emotions and motivations in the Romanian society of that period.
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The collection method for the project is CAWI (computer-assisted web interview). The data were collected monthly, between May 2020 and May 2021, on a nationally representative sample (urban and rural), on a sample of 1022 respondents. The margin of error is +/- 3%. Confidence level: 95%.
About Reveal Marketing Research
Reveal Marketing Research is a market research company, with a team specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and an accurate brand positioning. The qualitative and quantitative solutions provided by Reveal have been helping companies in Romania and Europe for over 12 years.
