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Agriculture: About a third of Romanians prefer beer. Wine chosen by one out of five Romanians
About a third of Romanians prefer beer, men being the main consumers, while wine ranks second, chosen by one out of five Romanians, followed by cider (15.4%), which is preferred by women, according to a study made by Reveal Marketing Research.
Romanians occupy top positions both for alcohol production and consumption. The 510 million liter of wine produced in 2018 rank Romania 6th in Europe and 13th in the world, while the 1.8 billion liters of beer place it 9th in EU, according to a press release of the marketing company.
“For consumption, Romania ranks 5th in the top with excessive consumption (at least 60 grams of pure alcohol for men/40 grams for women, at least once in 30 days), after people from northern countries. Unfortunately, over 25% of alcohol consumed in Romania is not taxed, is produced in households, outside any control,” the source mentioned.
The study also shows that about a third of Romanians prefer beer, generally the one produced in industrial units (28%), but there is also rising interest in artisan beer (2.7%), men being the main consumers (37.8%). Wine ranks second, chosen by one out of 5 Romanians, followed by cider (15.4%), which is preferred by women (21.2%), maybe for the high sugar content and varies flavours.
Spirits, both local and imported arouse the interest of 3-7% of urban population. This result is surprising enough for a country where “palinca” is part of local hospitality and where many urban people prefer cocktails. About a quarter of respondents declared they do not drink alcohol.
The main decision factor in choosing alcoholic beverages is price (44.5%). Beside consumption, brand is very important, being mentioned by 39.3% of respondents as criterion. Promotions may influence buyers, usually the ones preoccupied by cost, while new items are less important, only one out of ten Romanians being sensitive to them.
The budget allocated to alcoholic drinks is about 15 lei/week, with maximum 19 lei for people aged under 25.
The study mentions that although the alcoholic beverage market in Romania has many offed and growing potential, it is difficult to penetrate by new players, especially among those who choose to attack premium categories.
The study was made at the end of 2019, on a representative sample of 1002 persons, 523 women and 479 men, interviewed online.
Reveal Marketing Research is a Romanian company set up in 2007, which offers complete market research solutions (traditional and digital), strategy and consulting in creating trade marks and approaching customers in Romania and Central and Eastern Europe.