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


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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).

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