The pandemic, movement restrictions and the limitation of physical interaction have considerably increased the frequency of cooking at home by Romanians, which has produced a proportional increase in the consumption of spices. The demand for spices, but not only, was stimulated by the fact that Romanians love tasty home-made food. The surveys carried out by Nestlé Romania showed that 76% of Romanians cook their food at home for the most important meals of the day, lunch and dinner.
According to studies carried out by Nestlé and the research agency Masmi at the beginning of this year, 50% of Romanians consume soups at least 4 times a week, the frequency of soup consumption being higher among families with children. 7 out of 10 Romanians cook soups and stews at home, from scratch, while 26% often use spice cubes for the soup base. 38%, from time to time, consume instant soups, 12% of those being the ones that consume this type of soup more frequently.
All cooking enthusiasts, especially Romanian housewives, can choose from the 60 products under the MAGGI brand, owned by Nestlé, which has been present in our country since 1993.
Currently, MAGGI products are available in the following segments: base for dishes (MAGGI Secretul Gustului and MAGGI Borș), cubes (MAGGI cuburi și bază lichidă), noodles (MAGGI Fidelicios, MAGGI Magic Asia), spice mixes (MAGGI Ideea zilei sosuri pentru Paste și Carne) and soups (MAGGI Supe clare și creme).
“Our best-selling and most loved product by our consumers is definitely MAGGI Secretul Gustului. It is a product that we started with in 2002 and, from that point forward, we have built a real connection with our consumers, who have become a real inspiration for us”, says Roxana Basarabă, Senior Brand Manager South East Market Food MAGGI Seasoning & Bouillons at Nestlé.
“MAGGI is aimed at a wide audience of consumers, between the ages of 20 and 55, but not only. Often, young consumers prefer quick solutions, that’s why the most sought-after product by young people in our portfolio is MAGGI Fidelicios, because it offers exactly what they need: a good meal in just 5 minutes”, adds Roxana Basarabă.
Because tastes are constantly changing, Nestlé likes to keep up, several novelties have been recently launched, such as MAGGI Supă Cremă de Ciuperci and MAGGI Supă Cremă de Roșii. In the spice mix segment MAGGI Ideea zilei we have two new products for recipes with white sauces, namely, MAGGI IDEEA ZILEI Pui sos cremos cu ierburi and MAGGI IDEEA ZILEI Pui sos cremos cu usturoi.
In the area of innovation and alignment with modern trends, Nestlé Romania progressively addresses the segment of Romanians who want to follow a more sustainable diet and reduce their consumption of meat and animal products. According to a market and trend analysis carried out in 2021 as part of the European Smart Protein project, 40% of Romanians declared themselves flexitarians, which means that they are trying to reduce meat consumption and eat more plant-based protein foods.
For them, but also for vegetarians and vegans, as well as those who try to take care of the environment by starting with what they put on their plate, Nestlé Romania launched in March GARDEN GOURMET® Sensational Burger and GARDEN GOURMET® Nuggets, products based on plant-based ingredients and, above all, plant-based proteins, available for starters in Kaufland, Mega Image and Carrefour stores.
“We are trying to support all consumers, whether they are used to a plant-based diet or just want to make the transition to a more balanced diet in which animal foods and especially meat have a smaller share, all of this while keeping in mind that 29% of Romanians say that they do not consume plant-based food at all”, explains Roxana Basarabă, Senior Brand Manager South East Market Food MAGGI Seasoning & Bouillons at Nestlé.
About 4 out of 10 consumers expressed a strong intention to eat plant-based products in the future and more than a third, mostly women, expressed a desire to increase their consumption of plant-based foods.