A study conducted by Reveal Marketing Research at the request of Brewers of Romania reveals that Romanians prioritize service quality and value for money when going out, in an economic climate marked by caution. Although the desire to socialize remains strong, price pressure in HoReCa tempers the frequency of outings, in a local market where the share of this sector in total beer consumption remains low compared to other European countries.
According to data collected in June 2026, 42% of Romanians go out at least once a week (18% multiple times, and 24% once a week), with alcoholic beer being the preferred option for 67% of them. The main reason cited by people who avoid going out is high cost (32%), followed by a preference for other activities (30%), home comfort (27%), and lack of time (7%). Terraces (79%), restaurants (54%), and cafes (35%) top the preferences for socializing. The decision to choose a venue depends primarily on food quality (89%) and service standards (87%), which rank ahead of price levels (85%) or atmosphere (81%). However, 54% of respondents consider drink prices in HoReCa to be high or very high.
Constantin Bratu, General Director of Brewers of Romania, pointed out that in 2025 the share of HoReCa in Romania’s beer market was below 10%, unlike countries such as Portugal (68%), Ireland (64%), Spain (63%), or Hungary (20%). At the same time, the research shows that 32% of Romanians consume more beer during holidays, with 53% opting for alcoholic beer, and about 20% for non-alcoholic or flavored variants. The most popular holiday destinations for beer consumption are the mountains (38%) and the Romanian seaside (37%).
Frequently Asked Questions
How often do Romanians go out according to the study?
According to the study, 42% of Romanians go out at least once a week, with 18% going out multiple times and 24% going out once a week.
What factor matters most when Romanians choose a venue?
Food quality is the primary deciding factor (89%), closely followed by service standards (87%), ranking above price levels and atmosphere.
What share does HoReCa hold in Romania’s beer market compared to other European countries?
In Romania, HoReCa accounts for under 10% of total beer consumption, significantly lower than in European countries like Portugal (68%), Ireland (64%), and Spain (63%).