Romanians’ consumption behaviour in the wine category shows that 4 out of 10 Romanians resulting in 39% of the population consume wine at least once a week and 29% consume between 1-3 times a month, according to a study published by Reveal Marketing Research.
The research shows that red wine is Romanian’s favourite, being frequently consumed by 30% of the people. Wineries from Moldova have the highest reputation of 90%, while also being consumed by 76% of Romanians.
Romania is raked 13th in the world as the largest wine producer and in 6th place in Europe, according to official estimates.
The main results of the study show that the heavy users’ segment (frequent wine consumers) is composed of 39% of Romanians. The medium users’ segment is made up of 29% of respondents as they usually consume wine about 1-3 times a month. Low users represent 21% of Romanians. These segments correlate with the degree of information on Romanian wine brands.
Heavy users who consume wine at least once a week know on average 7 brands and medium users know on average 6 brands, whereas those who drink wine occasionally know on average only 4 brands in the category.
The favourite wines are the sweet and semi-sweet ones consumed frequently by over 40% of Romanians. Regarding the preferred colour for consumption, red wine is the most appreciated, 30% of respondents said they usually consume it at least once a week. When it comes to frequency of consumption, white wine is mentioned by a quarter of Romanians (25%) and 21% said they consume rose wine a lot more as it has continued to grow in preference in recent years on the Romanian market.
The study identified the most famous wineries are those in Moldova, mentioned by 90% of consumers, followed by wineries in the heart of the country, Transylvania with 70%, then those in Muntenia with 62%. The wineries from Moldova had the highest consumption level (76%).
Romanians prefer to consume wines from Transylvania (49%) and Banat (39%). Other wineries mentioned by consumers are those in the Muntenia region, preferred by 34%, Oltenia (25%) and wineries in Dobrogea (17%).
The research was based on 1009 online interviews with respondents over the age of 18 on a nationally representative urban and rural sample, out of which 908 are at least occasional wine consumers. The study was conducted between 25.02.2021 – 3.03.2021. Sampling error +/- 3%.