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 – October 4, 2020
Total number of votes: 3,813*
*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 - October 1, 2020

Number of votes: 1092*

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
Sept 29 - Oct 1, 2020

Consumers’ state of mind seemed to have varied significantly from one month to another, in terms of most pressing concerns. In September, the health of their families remained the most important concern for the Romanian voters, among all four categories, throughout all the analyzed periods. This top position is consistent with the Europeans’ state of anxiety, indicated by Deloitte State of Consumer Tracker. Although the number of COVID-19 cases in Romania increased significantly in September, more than in any other previous month, the results show a more relaxed attitude towards health threats. The percentage of respondents concerned by the health of their families decreased by 9% by comparison to July, from 64% to 55%, thus reaching a similar level to the one in June. This may be influenced by the adoption of a more cautious attitude in consumers’ daily habits regarding social interactions and mobility.

In addition, a quarter of the Romanian respondents, the highest level registered in the last three months, are concerned about their financial state, which points out that the regress of economy caused by the pandemic has started to become more visible in their lives.

*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 - Sept 27, 2020

Number of votes: 794*

June 3 - 5

6%

July 6 - 8

5%

Sept 24 - 27

8%

The stockpiler

June 3 - 5

55%

July 6 - 8

55%

Sept 24 - 27

42%

The socially conscious shopper (supporting local brands)

June 3 - 5

33%

July 6 - 8

33%

Sept 24 - 27

39%

The convenience seeker

June 3 - 5

6%

July 6 - 8

7%

Sept 24 - 27

12%

The bargain hunter

Consumers’ profiles have encountered a slight change in September, by comparison to July and June. The socially conscious shopper who supports local brands remained the dominant type throughout the entire analyzed period, but its share has dropped by 13%, from 55% to 42%. The local finding is in line with the conclusions of Deloitte State of Consumer Tracker, which showed that, at the end of August, 43% of Europeans planned to buy more locally sourced items going forward, even if they cost a little more.

The second most common profile is the convenience seeker, representing those consumers who prefer to shop in their neighborhood. The percentage of consumers identifying themselves with this profile was 6% higher in September than during the summer.

While Deloitte State of Consumer Tracker survey shows that the profile of the bargain hunter was frequently encountered among Europeans (40% on average), this behavior was voted only by 12% of the Romanian LinkedIn respondents.

*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 - October 4, 2020

Number of votes: 690*

June 12 - 14

38%

July 10 - 12

32%

October 1 - 4

26%

Online

June 12 - 14

12%

July 10 - 12

15%

October 1 - 4

9%

Offline

June 12 - 14

50%

July 10 - 12

53%

October 1 - 4

65%

Offline and online

Even though in the last months the mobility measures imposed by the government became more flexible, the percentage of consumers preferring offline shopping slightly increased by 3% in July. Considering the unprecedented spikes of COVID-19 cases in September, consumers limited their offline shopping in September, as the number of those who chose to shop in stores dropped by 6%.

Shopping exclusively online was chosen by 26% of respondents in September, while the offline and online shopping mix remained the most appealing solution to Romanian LinkedIn voters (65%). Although our country has excellent Internet services, 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, which may have determined consumers’ preference towards alternating offline acquisitions with online ones.

Overall, Romanians were more inclined towards online shopping or towards a mix of online and offline shopping, during all analyzed periods.

*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 – Sept. 17, 2020

Number of votes: 678*

No, I don’t plan delaying it

%
%

Yes, I plan delaying it 3-6 months

%
%

Yes, I plan delaying it 6-9 months

%
%

Yes, I plan delaying it 9-12 months

%
%
July 20 – 22, 2020
Sept. 14 – 17, 2020

The effects of the COVID-19 pandemic are visible in consumers’ behavior regarding vehicle ownership, as almost half (43%) of the respondents to our LinkedIn poll in September have still stated that they planned delaying buying a new car for nine to twelve months. In July, 49% of the respondents were planning this delay and the answers given to a similar question two months later illustrate that consumers are considering an even longer delay that they did in the summer. The fact that there are also 11% of voters who plan delaying the acquisition six to nine months emphasizes the fact that many consumers remain cautious in their investments.

The local findings are in line with the conclusions of Deloitte State of Consumer Tracker, which shows that half of the Europeans plan to postpone this type of acquisition.

On the other hand, a high number of voters (36%) said that they didn’t plan delaying the purchase of a new car at all. The results are very similar with the ones in July, which indicates that there is a still large category of consumers willing to invest in a new car despite the uncertain economic context. 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 more by car and thus may be more open to buy a new vehicle, 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 26% 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 20 – Sept. 18, 2020

Number of votes: 576*

Personal vehicle

%
%

City public transport

%
%

Taxi

%
%

Ride hailing services

%
%
July 20 – 24, 2020
Sept. 16 – 18, 2020

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. Nevertheless, consumers tend to be more open towards city public transport in September as they were in July, as 58% of voters declared they had planned to limit its usage in the next 3 months, by comparison to 63% in July. The results seem to be correlated with the votes regarding limited usage of personal vehicles: more people plan to delay using them in September than they did in July, a sign that consumers are getting more relaxed in relationship with public transport.

Taxi services seem to continue to face a downfall in the near future (13% of voters in September, as well as in July), while the most stable segment is likely to be ride hailing services, as only 7% of voters intend to cut them, by comparison to 6% in July.

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

Trend to look out for: