40% of Urban Romanians Fast, Few Motivated by Faith in God

Reveal Marketing Research’s latest study examined Romanian social media fasting habits, focusing on frequency, methods, and motivations. It aimed to highlight shifts in behavior and attitudes since a similar study conducted during the Easter holidays in 2022. Findings revealed fasting motives, including family tradition (64%), health concerns (42%), and belief in God (39%).

According to a recent survey, 47% of urban Romanians regularly fast in preparation for Easter, a figure similar to 2022’s 50%. Among them, 21% fast on Wednesdays and Fridays, while 11% fast entirely, and 15% observe the fast’s final week.

The primary motivations for fasting among Romanians often stem from family tradition and upbringing (64%). Other significant factors include health and dietary concerns, cited by 42% of respondents, and faith in God (39%). Different age groups exhibit varying fasting trends: individuals aged 25-34 fast more due to family tradition (71%), those over 55 prioritize health and diet (51%), and those aged 45-55 focus on faith (46%).

In terms of preferred foods during fasting, cooked dishes (77%), raw salads, and fruits (69%), and olives (64%) rank at the top. Cooked dishes are favored by individuals over 55 (94%), while raw salads and fruits are more popular among women (73% vs. 65% for men).

Compared to 2022, there’s a notable rise in popularity for oil products like almonds, pistachios, and walnuts (47% vs. 34%) and dried fruits such as goji berries, figs, and plums (46% vs. 36%) during fasting periods among Romanians. This trend is particularly pronounced among individuals aged 45 to 55 (53% for oil products, 56% for dried fruits) and those with high incomes exceeding 8,000 RON (55% for oil products, 51% for dried fruits).

In 2024, the least consumed fasting foods continue to be tofu (20%) and quinoa (11%). Plant milk, although still among the less consumed foods (27%), shows a slight increase in consumption compared to 2022 (23%).

27% of Romanians view meat-free diets as healthier, while 59% perceive them to be more expensive compared to meat-based diets.

When considering perceptions of meat-free diets, 27% of Romanians believe they are healthier, with a significant portion (44%) holding no firm opinion on the matter. Analyzing age demographics reveals that individuals aged 35-44 are more likely to perceive meat-free diets as healthier (45%).

In 2024, 9 out of 10 Romanians believe that meat prices have risen in the past year, a notable increase from the 7 out of 10 who held this belief in 2022. These figures underscore a significant shift in the population’s economic outlook over a relatively short period.

Moreover, the majority of Romanians (59%) consider meat-free diets to be more expensive than meat-based diets, particularly among those aged 45-55 (64%). This age group also exhibits a higher inclination towards fasting for health reasons (48% vs. 42% of the total sample).