Romanian household expenditure fell by 5 percent in 2010, says GfK

Newsroom 03/03/2011 | 12:51

Romanian household expenditure for consumer goods decreased by 5 percent (in local currency) in 2010 compared with the previous year, announced GfK Romania. In the first semester, the decline reached 4 percent, but later increased to 6 percent in the second half of 2010, due to the tightening of austerity measures, according to the same source.

“Trying to adjust to a not at all favorable economic context, consumers reduced the volume of the shopping basket. In 2010, they shopped less often and -at the same time- they gave up the pampering products” said Raluca Raschip (pictured), consumer goods Director GfK Romania.

The most affected segment was that of personal care products with a decrease of almost 11 percent (RON). Deodorants (-19 percent), shampoo (-14 percent), but also the toothpaste and toilet soaps (-12 percent each) reported the most drastic reductions in volume.

The beverage segment also followed a downward trend in 2010 (-6 percent), with a stronger contraction in the second half of the year compared to the same period last year (-9 percent as compared to -3 percent in the first six months). Among the categories that saw sharp declines in volume throughout the year one can include juice, soda and beer, especially following the decline of consumer households.

The segment of basic foods and home care products were the least affected, the amount spent being by 3 percent and, respectively, 4 percent lower. In the food segment, chocolate tablets stand out with a more pronounced decrease (-17%), according to the market research institute

In 2010, modern trade attracted 45 percent of household expenditure on consumer goods, 2 percent more against 2009. Both hypermarkets and discounters registered positive developments, each of these formats reporting a one percentage point increase. Supermarkets on the other hand, were on a downward trend (-8 percent in value compared to 2009), as they were the most affected by the frequency of purchase decrease, says GfK.

Simona Bazavan

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