According to the most recent survey conducted by GfK, in the first three quarters of 2010 the household consumption of soft goods dropped by 5 per cent in RON-denominated terms compared to the same period last year.
“In the past two years Romanian consumers have went from shock to getting used to the crisis. Meanwhile they have become careful and exigent with what they buy, they have moderated their consumption but they are still finding money for mainstay products,” Raluca Raschip, consumer tracking director GfK Romania, pointed out in a press communiqué remitted to the editorial office.
The mainstay foodstuffs segment was the least affected by the drop in expenditures and dropped 3 per cent in January-September 2010 compared to the same period last year. According to the survey, products prepared at home, which amount to 22 per cent of the value of mainstay foodstuffs, represent the alternative solution for surviving the crisis and supporting consumption. On the other hand, non-essential non-foodstuff products reported the steepest drop (over 9 per cent), the main reason being a smaller purchasing frequency.
Own brands have started to be an alternative to national brands. Following the region’s trend, discount stores have represented the winning format during the crisis, but their share in Romania (10 per cent) is smaller than their average share in Eastern Europe (17 per cent).
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