United Media Services study: 6 in 10 Romanians from urban areas will travel outside the city for Easter

Newsroom 21/04/2022 | 10:15

Most Romanians prefer to leave the city on Easter, 90% of them choosing to travel to the country. The main reasons for making this decision are family visits (60%) and holidays (24%), with only a small percentage following a short trip (8%) and visiting friends (6%).


In order to better understand consumers and how their behavior changes during the holidays, on April 6-8, the United Media Services media agency conducted a study on a sample of 500 urban respondents, aged between 18 and 55 years old. The interviews took place online, and the sampling was done by quotas, according to sex, age and degree of urbanization.

Thus, for 9 out of 10 Romanians, Easter is about family – 65% will spend it with close family (partner, children) and about half with extended family (parents, brothers-in-law, in-laws, etc.).

Moreover, it is interesting to see that 1 in 4 Romanians has one or more family members abroad and will come to the country on this occasion. And this is precisely because for Romanians, traditions are still very important near the Easter holidays (78%), as well as spending time with loved ones (89%). In addition, 66% say they feel the need to be more active at Easter.

“It is interesting how much the mobility of the Easter population will increase, and obviously, in general, Romanians will be reunited with their families and will travel from the big cities to the smaller ones or in the provincial areas. In this context, outdoor advertising (along national roads, highways, near gas stations, etc.) and radio (listened to in the car) become extremely relevant means of communication for brands. Also, advertising in airports or near entry points in the country has great potential from the media point of view, because here we see how many families will be reunited for Easter with members coming from the diaspora”, said Anca Băcăianu, Head of Strategy & Research at United Media Services.

Looking at what they choose to consume in terms of media and entertainment, 1 in 2 Romanians said they enjoy watching Easter-specific shows and TV shows. More than 63% will watch video content (TV, YouTube, etc.) in their free time during Easter, and 25% say they will consume it more often than usual.

“The consumption of TV content will increase a lot, and here the programs dedicated to Easter and traditions will have a great passage, but also the entertainment (movies, music) on streaming video platforms, and here I mean Netflix, YouTube, HBO Max etc. Romanians also want to relax at Easter in front of the TV, but also to be active and have fun – either to walk, to go on visits or to have a barbecue with family and friends”, added Anca Băcăianu.

Șefi la Cuțite – the favorite cooking show and Chef Sorin Bontea – the favorite food & cooking influencer of Romanians

What cooking shows do you prefer to watch? As Romanians are interested in cooking shows, the producers of the study also looked at the appearance, the battle at the top going between Șefi la Cuțite (Chefs at Knives) and MasterChef. Top 3 is closed by TV shows Paprika.

Also, the most appreciated influencer in the food & cooking area is Chef Sorin Bontea (37%), followed by Chef Florin Dumitrescu (33%) and Chef Cătălin Scarlătescu (30%). Jamila Cuisine has 23% of the preferences, followed by the first foreigner in the top – Jamie Oliver, mentioned by 14% of respondents.

A very important aspect to remember is that 1 in 2 respondents stated that they do not follow any influencer in this area.

Romanians prefer high quality Easter food and drink

Although they like to have better quality food and drinks on the Easter table than usual, 75% of respondents said that they will be very careful about prices when doing their Easter shopping (especially those in the 18-24 age category). Also, 67% of respondents will plan and prepare in advance, 33% even considering that this period becomes stressful due to the necessary shopping.

Lamb and eggs will be present on almost every table

The proof that the Romanians are traditionalists is also observed in what they will choose to have on the table on Easter day, with 3 out of 4 Romanians declaring that they will have lamb and lamb / sheep dishes (steak, steak, soup). Regarding dessert, 85% of respondents will have cake and 63% Easter.

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