According to the research company, Romanians paid 779 lei (EUR173.1) monthly for food products, groceries, and personal care products, similar with 2012, out of which RON488 for fresh food (vegetables, fruit, meat, dairy products, fish).
In 2013, the number of Romanians saying they only bought strictly necessary products fell to 56% from 62% in 2012.
In 2013, the only consumption growth was registered for food category, whose share rose by 1.1 percentage points to 54%. The share of non-food products stagnated at 16%, while beverages category saw a 1.1 percentage points drop, to 30% of the total market share.
Discounters and supermarkets segment (Mega Image, Profi, Billa) registered a 23% and 17% growth, respectively, supporting the FMCG market increase. In 2013, supermarkets, proximity stores and discounters accounted for 95% of the 270 stores opened last year.
The biggest share in FMCG market is held by soft drinks, beer, meat, and dairy products, followed by coffee, chocolate, detergents, snacks, vegetable oil, alcoholic drinks.
According to Nielsen, modern retail accounted for 52% of the FMCG market, while traditional retail represented 48%.
Shopper Trends survey was conducted between October and November 2013 on 1,200 respondents.