Romanian

Consumer Trends
Overview of the Report

GfK Consumer Experiences

October 2012
© GfK 2012 | Romanian Consumer Trends | October 2012 1
Consumer Trends | changing values and lifestyles

Changing consumer People’s lives are

needs require affected by the
changing responses changes in the
from innovation, world around
strategy and NPD them

Consumers react to
Consumers look to
these changes by
companies, brands,
products and services changing their
to serve these values and
changing needs lifestyles
Changing values and lifestyles
imply changing needs

© GfK 2012 | Romanian Consumer Trends | October 2012 2

Romanian Consumer Trends Report | framework to
inspire innovation

This GfK Romania report aims to show the main directions

taken by today consumers’ lifestyle and their personal
values (the guiding principles that are important to them in
Changing consumer needs People’s lives are affected
life) by the changes in the
require changing
responses from world around them
innovation, strategy is
Its purpose to offer you a framework that will stimulate
and NPD
your inventiveness and help you come up with
fresh strategies for approaching your markets,
new products and services
Consumers look to Consumers react to
companies, brands, products new communication ideas these changes by
and services to serve these
changing needs
changing their
values and
lifestyles
Changing values and lifestyles imply
changing needs

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Consumer Trends | what we are talking about (1)
1 Needs
Changing values and lifestyles
resulting in changing needs. Consumer
These are the trends that we
Trends
will be focusing on.

… … External forces 2
Large scale changes
of our world:
… demographical,
3 Innovation geographical,
Innovation, financial,
answers to technological
consumers’ political,
changing needs. Business Macro environmental.
Trends Trends

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Consumer Trends | what we are talking about (2)

fad – is short-term, often unpredictable. It is

difficult for the marketers to latch onto unless they are in
at the beginning.
e.g. various physical exercise techniques and programs, new (or newly
“discovered”) food, music trends, hit movies
e.g. fashion trends

For fast-paced industries it is important to track and lead

trend – a genuine, long-term shift in behaviours,

attitudes and underlying values:
e.g. Increasing overload and complexity of consumers’ lives, that leads to
demands for speed and simplification, need of stress relief, attempts to
multitask

Important for all businesses to understand

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Consumer Trends | what we are talking about (3)
Personal Achievement
E.g: Having a good social status, showing
that they have “made it”, having the
A trend speaks of Experience it
all! attention of others are important things to a
needs. significant number of consumers.

Cursuri Fundatia Calea Victoriei

A manifestation of trends is
the response given by the companies to
the changing needs of consumers

We are concerned, first of all, with the

trends.

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Report Structure

• Overview of the • Analysis of each

main macro trends identified
of our time consumer trend

Consumer Trend by
Macro Trends Trends Trend
• Overview of the
consumer trends
framework • Examples of
communication,
products and
• Information that services that tap into
points to the trend the trend

Who is Manifesta-
Symptoms influenced tions
• Main demographic
segments influenced
© GfK 2012 | Romanian Consumer Trends | October 2012
by the trend 7
Data source for the report

The main data source for this trend report is

GfK Roper Reports Romania. This project
is part of GfK Roper Reports Worldwide,
that analyses 26 countries
Among covered subjects: lifestyle,
personal values (i.e. guiding principles in
life), attitudes to brands, shopping, society,
health, home, relationship with technology
Target: 15+ year old urban population
Sample size: 1079 respondents
Data collection period: Feb-Mar 2012
Previous waves: Jan. 2008 and Feb. 2010

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From Insights to Action | trend workshops

Trends Insights are not an end in themselves. They are your starting
point for innovation. Here we can help by moderating a workshop with
your team.
Workshop benefits:

You will already start

Your team will get a
better understanding of
the trends
working with the trends
The insights will become and brainstorm
relevant for your specific innovation ideas that
market and needs can now or in the future
be used to answer the
identified needs

All relevant stakeholders

will be engaged in
working with the trends

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Price and Timing

Standard report: € 3,500

Standard report + one workshop: € 4,800

Launch date: October 2012

Conditions
VAT at the current rate will be added.
The mentioned prices are net prices and are payable in 10 days from the
invoicing date.

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CONTACT:
Anca Zamfirescu
Senior Research Consultant
anca.zamfirescu@gfk.com

GfK, Bucharest
October 2012
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