Romanians went shopping more often last year but spent only 2% more on consumer goods than in 2013, according to a recent GfK survey.

The purchase frequency is on a downward trend in most European countries, but Romania doesn’t follow this trend and is one of the few countries where the purchase frequency is increasing.

“This is a result of the fact that the modern retail scene is developing with new proximity stores. It's also because Romanians visit several stores, in their search for best deals and assortments,” according to GfK.

Romanians go shopping for supplies approximately once every day and a half, similar to the Austrians.

Food products, including fresh food products such as fruits and vegetables and those with a longer period of validity such as oil and flour, represent 70% of the Romanians' annual shopping basket’s value.

Compared to 2013, there was a growth trend registered for food products, except for fresh food, and for house care products. Fresh food products, drinks and personal care products had a constant evolution last year.

A Romanian family spends RON 6,450 (EUR 1,455) per year on consumer goods for domestic consumption, or about RON 537 (EUR 120) per month. An average visit to the store is worth RON 25 (EUR 5.6).

Modern retail covers 54% of the total FMGC market in Romania, slightly more than in 2013.

Supermarkets and discounters had a faster growth rate in 2014, benefiting from increasing frequency of purchase. The supermarket registered the fastest growth rate and the highest traffic.

Hypermarkets have diminished growth but remain the most important modern trade channel, covering more than a quarter of the market.

The FMGC market in Romania shows growth potential for 2015 as well, being one of the few countries in Europe with increasing volume.

“Unlike other countries where we have seen a constant evolution or at least an absorption of price growth, Romanians had a 4.6% increase in volume in 2014,” said Diana Scaunasu, Consumer Panel Manager, GfK Romania.

The survey was conducted on a sample of 3,000 households.

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Irina Popescu, irina.popescu@romania-insider.com