Romanian

Consumer Trends

The COVID-19 pandemic transformed consumers’ behaviors for the long run. Besides government measures, individuals’ own health and safety concerns have affected the way they shop and travel. Their attitudes will have a strong impact on how the future of consumer industry will be reshaped.

Starting from Deloitte State of Consumer Tracker global survey, Deloitte Romania shared the findings with our community on LinkedIn, to explore opinions on concerns, shopping behaviors and mobility sentiments.

LinkedIn polls timing: June 3 – July 20, 2020
Total number of votes: 2671*
*The number represents the votes cast during every LinkedIn poll and it does not represent the number of unique respondents.

Consumer concerns

Which concerns should companies take into account in the following months?

Consumer shopping behavior

Which types of shops have a significant development potential in Romania?

Consumer mobility sentiment

How will the automotive industry be impacted in the next months?

Clear filter

What concerns you the most nowadays, during the COVID-19 pandemic?

LinkedIn polls timing: June 9 - July 10, 2020

Number of votes: 814*

The health of my
family

%
%

My own physical wellbeing

%
%

The stability of my
job

%
%

My financial state

%
%
June 9-11, 2020
July 8-10, 2020

At the beginning of July 2020, the health of their families remained the most important concern for the consumers, as it was at the beginning of June 2020. Additionally, this concern seems to be even greater one month later, as the percentage of respondents who chose this answer increased by 10%. This may be due to the fact that, in Romania, the pandemic was still a tangible threat, considering the spikes of positive tests in July. The Romanians’ concerns are consistent with the Europeans’ state of anxiety, indicated by Deloitte State of Consumer Tracker.

*The number represents votes cast during every LinkedIn poll, and not the number of unique respondents.

Trend to look out for:

What type of consumer do you think you are in the context of the COVID-19 pandemic?

LinkedIn polls timing: June 3 - July 8, 2020

Number of votes: 668*

June 3 - 5

6%

July 6 - 8

5%

The stockpiler

June 3 - 5

55%

July 6 - 8

55%

The socially conscious shopper (supporting local brands)

June 3 - 5

33%

July 6 - 8

33%

The convenience seeker

June 3 - 5

6%

July 6 - 8

7%

The bargain hunter

Consumers’ profiles have not changed significantly since the beginning of June to the beginning of July 2020, as the socially conscious shopper who supports local brands remains the dominant type throughout this period, with 55% of the votes. The second most common profile is the convenience seeker, representing those consumers who prefer to shop in their neighborhood. The pandemic had a strong impact on the local economy and urban mobility and these two profiles are consistent with these changes. The local findings are in line with the conclusions of Deloitte State of Consumer Tracker, which shows that almost half of the Europeans (46%) plan to buy more locally sourced items going forward, even if they cost a little more.

*The number represents votes cast during every LinkedIn poll, and not the number of unique respondents.

Trend to look out for:

Where do you intend to shop in the context of the COVID-19 pandemic?

LinkedIn polls timing: June 12 - July 12, 2020

Number of votes: 517*

June 12 - 14

38%

July 10 - 12

32%

Online

June 12 - 14

12%

July 10 - 12

15%

Offline

June 12 - 14

50%

July 10 - 12

53%

Offline and online

Given that our country benefits from high quality internet services, Romanians were more inclined towards online shopping or towards a mix of online and offline shopping, during both analyzed periods. Even though at the beginning of July 2020, the mobility measures imposed by the government became more flexible, the percentage of consumers preferring offline shopping increased by only 3%. The small variation of the results may also be correlated with other factors, as some retailers lack proper resources and infrastructure for delivery operations and are more limited in offering the same products diversity in online stores as they do offline. Although in Romania both offline and online channels are of interest for over half of the respondents, online shopping definitely has a great potential.

*The number represents votes cast during every LinkedIn poll, and not the number of unique respondents.

Trend to look out for:

Do you plan or not to delay buying a new car, because of the COVID-19 pandemic?

LinkedIn polls timing: July 20 - July 22, 2020

Number of votes: 348*

No, I don’t plan on delaying it

%

Yes, I plan on delaying it 3-6 months

%

Yes, I plan on delaying it 6-9 months

%

Yes, I plan on delaying it 9-12 months

%

The effects of the COVID-19 pandemic are visible in consumers’ behavior regarding vehicle ownership, as almost half (49%) of the respondents to our LinkedIn poll stated that they planned delaying buying a new car for nine to twelve months. The local findings are in line with the conclusions of Deloitte State of Consumer Tracker, which shows that over half of the Europeans (52%) plan to postpone this type of acquisition.

On the other hand, a high number of voters (33%) said that they didn’t plan delaying the purchase of a new car at all. This behavior may be consistent with a trend indicated by the poll below, which shows that a high number of consumers tend to avoid using public transport in the city. Thus, for safety reasons, some users may be inclined to travel by car more and thus may be more open to buy a new car, which can better fulfill their safe mobility needs.

Last, but not least, intercity and international public transport restrictions and safety perceptions may have also influenced this attitude towards vehicle ownership. According to Deloitte State of Consumer Tracker, only 27% of Europeans feel safe flying right now, which can determine them to be more interested in traveling by car and, thus, in investing in a new one.

*The number represents votes cast during every LinkedIn poll, and not the number of unique respondents.

Trend to look out for:

Which of the following means of transport do you intend to limit using in the next 3 months?

LinkedIn polls timing: July 22 - July 24, 2020

Number of votes: 324*

Personal vehicle

%

City public transport

%

Taxi

%

Ride hailing services

%

The pandemic has definitely taken a toll on all types of means of transport, as consumers need less mobility and are more cautious in this regard. The city public transport is the most impacted category, with 63% of voters declaring they plan to limit its usage in the next 3 months. The intended lower usage of personal vehicle of 19% seems to be in line with the results of the previous poll, where two thirds of the respondents stated they planned to postpone the acquisition of a new car. Taxi services seem to face a downfall in the near future (13% of voters), while the most stable segment is likely to be ride hailing services, as only 6% of voters intend to cut them.

*The number represents votes cast during every LinkedIn poll, and not the number of unique respondents.

Trend to look out for: