Reveal Marketing Research aimed to discover in its latest market research study how Romanians relate to their relationships with loved ones, what role these relationships play in shaping various aspects of life and individual development, and how interpersonal relationships influence daily behaviors and consumption patterns.

The main leisure activities of Romanians include walks in the park (66%), shopping (63%), visiting friends and family (55%), and going out to Horeca locations (40%).

4 out of 10 Romanians are currently experiencing changes in their social behaviors and habits, which they attribute to the Covid-19 period.

6 out of 10 Romanians admit that their consumption and purchasing decisions are influenced by the opinions of their loved ones.

About the Importance of Relationships with Loved Ones and the Main Leisure Activities of Romanians

Relationships with loved ones fulfill a wide range of individual needs, significantly contributing to physical and emotional well-being. According to the Reveal Marketing Research study, the main feelings that Romanians associate with their loved ones are love (61%), respect (57%), joy (56%), and security (50%).

As a general trend, Generation Z (18-24 years old) associates feelings of inspiration (30% vs. 21% total sample) and pressure (15% vs. 9% total sample) more when it comes to their relationships with loved ones, as they are actively seeking and developing their personal identities.

One of the main characteristics of humans is to be social beings, engaging in many activities with other people. Regarding the leisure time of Romanians, it is usually spent in the company of loved ones (62%), especially among those aged 25-34 (70%). 26% state that they spend their leisure time equally alone and with others, while 12% prefer to spend it alone. Furthermore, as observed from the respondents' accounts, many of these social interactions often involve shared consumption activities.

Therefore, walks in the park (66%), preferred especially by women (72% vs. 61% of men), shopping (63%), visiting friends and family (55%), and going out to restaurants, cafes, and other Horeca locations (40%) are the main ways Romanians spend their leisure time away from home. Other activities mentioned to a lesser extent include going to the cinema (26%) or engaging in sports activities or going to the gym (23%).

When going out, most Romanians choose to eat pizza (61%) and drink soft drinks or non-alcoholic beverages (58%).

Looking at the consumption habits of Romanians when going out (to restaurants, cafes, etc.), beverages are the main category of products consumed, with going out primarily associated with socializing, relaxing, and having a "drink and chat" experience.

Breaking down the percentages, soft drinks or non-alcoholic beverages are preferred by 58% of Romanians, followed by coffee (55%) and alcoholic beverages (45%), with the latter being significantly more favored by men (56% vs. 35% of women). In terms of food, pizza is the favorite choice of Romanians (61%), followed by traditional or international cooked meals (41%), fast food (39%), and desserts (39%).

Behind these choices are three main motivations: many choose what to consume based on impulse or cravings (28%), habit or favorite tastes (27%), or the desire to try something new (25%). Different trends can be observed; women are more likely to order based on impulse or cravings (34% vs. 22% of men), individuals aged over 55 prefer familiar tastes (32% vs. 27% of the total sample), and those with the highest incomes (over 4500 RON) are the most open to trying new tastes (35% vs. 25%).

Moreover, 2 out of 10 Romanians state that they choose what to consume based on what others in their group are consuming, with men being more susceptible to being influenced by the choices and opinions of others (23% vs. 14% for women).

Marius Luican, CEO of Reveal Marketing Research, stated:

"The study's results primarily reveal a strong emotional component associated with going out to different Horeca locations, with the consumption of various foods and beverages typically occurring in a social setting, together with other people.

Whether we are talking about indulging the senses, enjoying preferred tastes, or satisfying more functional needs like appeasing hunger or thirst at a specific time of day, going out to restaurants and cafes is primarily about the comfort and well-being of moments spent with others, a perfect opportunity for connecting with them."

Visiting Friends and Family – a Clear Sign of the Importance Romanians Place on Significant Individuals in Their Lives

When referring to preferred activities during leisure time spent at home, the top preferences include household chores (65%)—especially among women (72% vs. 57%), watching movies/series (62%), and spending time on social media websites (60%).

Other trends include women investing significantly more time in personal care rituals at home (46% vs. 27% of men), while men are more likely to gather information about topics of interest (52% vs. 44% of women).

According to the results of the Reveal Marketing Research study, visiting friends and family is one of the preferred activities of Romanians during their leisure time (55%). During these visits, Romanians most often socialize and engage in conversations (78%), prepare meals (57%), and consume various alcoholic or non-alcoholic beverages (45%).

Visiting friends and family holds deep significance, especially in the context of relationships with loved ones, as physically visiting someone demonstrates a strong connection between individuals and their desire to "value the relationship," investing time and sharing one of the most personal spaces—their own home.

As the data shows, these visits represent a perfect opportunity to socialize with loved ones in a comfortable and familiar environment, and, in general, visiting friends and family is about strong and long-lasting interpersonal connections.

Looking at age groups, young people aged 18-24 are more likely to play various board games or video games (35% vs. 24% of the total sample), while those aged 25-34 prefer to listen to music (51% vs. 39% of the total sample) or order food online (31% vs. 25% of the total sample).

Marius Luican, CEO of Reveal Marketing Research:

"It was expected that there would be a redefinition of consumption habits in the context of Covid-19, with some of these behaviors remaining integrated into individuals' current routines. This is the case with 'food delivery' services, which now enjoy greater acceptance from consumers.

According to the data, those aged 25-34 are differentiating themselves with a higher frequency of use compared to other age segments, representing one of the main consumer categories in modern society, especially in terms of entertainment and relaxation activities."

4 out of 10 Romanians are currently experiencing changes in their social behaviors and habits, which they attribute to the Covid-19 period.

57% of Romanians declare that their habits and activities have fully returned to the old normality before the pandemic. A third of Romanians (33%) state that they notice changes in their habits and routines, especially young people aged 18-34 (42%), while 7% believe that the pandemic has significantly changed their consumption habits.

The pandemic accelerated the adoption of remote work and led to a reassessment of leisure time activities (e.g., home hobbies, virtual socializing, online shopping, etc.). These changes, which brought both opportunities and challenges, highlight the need for flexibility, adaptability, and a focus on new relaxation activities aimed at increasing personal well-being.

Compared to the period before the pandemic, Romanians currently spend more time at home (26%), buy fewer clothes (20%), cook at home more often (18%), and are more concerned about their health, engaging in sports, physical activity, and adopting a healthier diet (13%).

Other changes mentioned include a higher frequency of online orders (11%), more frequent visits to loved ones (11%), forming closer relationships with loved ones (11%), diversifying recreational activities to make up for lost time during the pandemic (10%), and an increased incidence of video calls (10%).

6 out of 10 Romanians admit that their consumption and purchasing decisions are influenced by the opinions of their loved ones.

58% of Romanians believe that they are influenced by their loved ones when deciding how, when, and where to buy different products, brands, or services, while 42% state that they have clear preferences and that others can influence them very little. Notably, representatives of Generation Z (18-24 years old) are those who believe their choices are more influenced by others (83%).

Regarding product and service categories, peer groups have the most significant influence when it comes to choosing travel destinations or vacation options (42%) and selecting food and beverages (33%).

In terms of gender, men are more easily influenced compared to women when it comes to clothing and footwear (34% vs. 24% of women), food and beverages (38% vs. 30% of women), or furniture and decorations (34% vs. 25% of women).

Another trend is that those with the highest incomes (over 4500 RON) state that they are the most influenced by their loved ones in their day-to-day choices because their financial possibilities allow for greater consumption, and individuals can consciously or unconsciously adjust their choices to align with the preferences and desires of their loved ones.

Who are the loved ones in whom Romanians have the most trust?

Most Romanians have the most trust in their parents (74%), life partners (73%), children (63%), close friends (58%), and godparents (46%). On the other hand, the lowest scores were recorded for colleagues (35%), acquaintances (30%), and neighbors (28%).

The opinions of loved ones significantly influence Romanians when deciding to buy a house (44%), making major life decisions (43%), especially among young people aged 18-24 (54%), or choosing vacation destinations (42%).

On the other hand, how they choose to dress is the aspect least influenced by the opinions of others (33%).