In Romania, almost half of the population lives in the countryside, away from metropolitan areas, while ¼ of the total FMCG market is sold exclusively in the rural areas.

The rural consumers are less researched within market research surveys, so now it’s time to fix this with our latest NIQ Rural Romania syndicated study.

Using a face-to-face methodology, we reached out to 1000 respondents living in rural areas located more than 20 km away from big and medium cities, aged 18-65 years old, decision makers or influencers for households’ groceries.

For rural Romanian consumers the main shopping channel is modern supermarket (similar with the urban areas), followed by traditional stores. They have a very high brand loyalty (80%) if the brand makes them happy.

The full report will help understanding the specificities of this market segment and evaluate the impact of socio-demographic characteristics on buying behavior, consumptions patterns, and usage of technology.

Be the first one to get the results of our latest syndicated study, available in Q3!

For more information, request a meeting with Radu!