Romanians spent roughly the same on FMCG in 2010 against previous year, says Nielsen

The Romanians’ household budget for food and non-food FMCG products remained relatively constant in 2010 against 2009, but the economic context and price increases made for a much more prudent consumer, reveals the ShopperTrends 2011 survey put together by Nielsen Romania.

The household budget for food and non-food FMCG products in 2010 amounted to EUR 170 per month, a similar level to the one reported a year before (EUR 171). In Bucharest the decline amounted to 5 percent. Fresh products make 63 percent of the overall budget.

Price increases on the other hand meant that Romanian cut some of their expenses and the first on the list were alcohol drinks (spirits, wine and beer), salted snacks carbonated drinks, chocolate and organic foods, according to Nielsen.

Following two years of consecutive promotions offered by retailers, consumers are becoming less loyal to brands, the ShopperTrends study reveals. “This tendency is especially obvious when promotions are not doubled by communication campaigns that should maintain the consumers’ connection with brands,” reads the study.

Promotions were also less important in 2010 in attracting consumers to a certain store. When choosing where to shop, consumers are first of all interested in proximity, ease in finding the necessary products, good quality fresh products and a good price/quality ratio. The criteria have changed compared previous years when promotions were more important, proving that as the retail market is maturing, local consumers are also becoming more demanding, explained Bogdana Baltasiu, client service manager consumer research at Nielsen.

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Retail continued to drop in 2011, although to a lesser extent than in 2009. Modern retail continued to increase against traditional retail with over 100 new units opened last year, the study shows.

If 2009 was the year when discounters opened the largest number of new units, last year supermarkets took the first position with over 40 new openings.

The ShopperTrends Romania 2011 survey was compiled in October-November 2011 on a sample of 1,200 people.

Simona Bazavan