Cosmetics And Toiletries in Romania
Euromonitor International's Cosmetics And Toiletries in Romania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 121 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Excellent Performance for Cosmetics and Toiletries Industry
The cosmetics and toiletries industry continued to grow in 2006. Sales were driven by upper mass and premium products that were in great demand. Fragrances and skin care remained the most valuable ranges and each displayed rapid growth rates. Nevertheless, basic everyday cosmetics remained underdeveloped due to low penetration in rural areas, where incomes and education levels are low.
Product Innovation Meets Greater Consumer Expectations
The increasing demand for higher product specialisation forced well established brands such as Nivea, Dove and Fa to innovate in order to address specific issues. Increased consumer sophistication stems from growing interest in looking good and staying healthy, which is promoted through lifestyle magazines, websites and TV shows.
Fragrances Remains the Most Important Range
The range of mass fragrances, responsible for the vast majority of sales of fragrances in 2006, was dominated by well known companies including Avon, Oriflame and Coty which enjoy strong customer loyalty. However, the share of premium fragrances increased, fuelled by improved lifestyles and appreciation of the national currency, leading to higher volume sales, despite lack of brand loyalty. Nonetheless, in relative terms, the presence of premium brands in Romania continues to be low as product prices remain very unaffordable.
Large Multinationals Characterise the Industry
The industry was dominated by multinational companies and their very well established brands in Romania which are among the leaders in every range of the cosmetics and toiletries industry. In order to remain competitive, therefore, local producers have had to find niches where multinationals are not present and to develop products for the specific needs of niche consumers. However there are a few successful local producers which have longstanding reputable brands in the country, including Gerovital from Farmec SA. This brand benefits from strong local brand awareness and is also exported in large quantities.
Cosmetics and Toiletries Industry to Develop Even Further
Strong growth for the cosmetics and toiletries industry is expected over the 2006-2011forecast period. Sales will be fuelled by emerging ranges that will see rapid growth rates and by the increasing share of premium and upper mass products. Greater interest in the appearance and general health among modern consumers will benefit most ranges, but particularly fragrances, skin care, hair care and colour cosmetics. Overall, the same trends which affected the industry over the 2001-2006 review period will continue to be prevalent over the forecast period, but at a slower pace.
Table of contents
COSMETICS AND TOILETRIES IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent Performance for Cosmetics and Toiletries Industry
Product Innovation Meets Greater Consumer Expectations
Fragrances Remains the Most Important Range
Large Multinationals Characterise the Industry
Cosmetics and Toiletries Industry to Develop Even Further
KEY TRENDS AND DEVELOPMENTS
Improved Economic Conditions
Multinationals Account for the Majority Share
Intensified Retail Activity
Advertising Drives Sales
Direct Sales Continue to Lead
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ROMANIA
DR SOLEIL PROD COSMETICE SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Dr Soleil – Produse Cosmetice SRL: Key Facts
Summary 2 Dr Soleil – Produse Cosmetice SRL: Operational Indicators 2003-2005
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Dr Soleil – Produse Cosmetice SRL: Competitive Position 2006
ELMI PRODFARM SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Elmi Prodfarm SRL: Key Facts
Summary 5 Elmi Prodfarm SRL: Operational Indicators 2003-2005
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Elmi Prodfarm SRL: Competitive Position 2006
FARMEC SA - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Farmec SA: Key Facts
Summary 8 Farmec SA: Operational Indicators 2002-2004
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Farmec SA: Competitive Position 2006
GEROCOSSEN SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Gerocossen SRL: Key Facts
Summary 11 Gerocossen SRL: Operational Indicators 2003-2005
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Gerocossen SRL: Competitive Position 2006
GEROVITAL COSMETICS SA - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Gerovital Cosmetics SA: Key Facts
Summary 14 Gerovital Cosmetics SA: Operational Indicators 2003-2005
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 15 Gerovital Cosmetics SA: Competitive Position 2006
BABY CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 10 Sales of Baby Care by Subsector: Value 2001-2006
Table 11 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 12 Baby Care Company Shares by Retail Value 2002-2006
Table 13 Baby Care Brand Shares by Retail Value 2003-2006
Table 14 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 15 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 16 Baby Care Premium vs Mass % Analysis 2001-2006
Table 17 Baby Care Premium Brand Rankings 2006
BATH AND SHOWER PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 18 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 19 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 20 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 21 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 22 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 23 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 24 Bath and Shower Products Premium vs Mass % Analysis 2001-2006
Table 25 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Deodorants by Subsector: Value 2001-2006
Table 27 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 28 Deodorants Company Shares by Retail Value 2002-2006
Table 29 Deodorants Brand Shares by Retail Value 2003-2006
Table 30 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 31 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 32 Deodorants Premium vs Mass % Analysis 2001-2006
HAIR CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Hair Care by Subsector: Value 2001-2006
Table 34 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 35 Hair Care Company Shares by Retail Value 2002-2006
Table 36 Hair Care Brand Shares by Retail Value 2003-2006
Table 37 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 39 Hair Care Premium vs Mass % Analysis 2001-2006
Table 40 Styling Agents by Type 2001-2006
Table 41 Styling Agents Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 43 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 44 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 45 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 46 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 47 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 48 Colour Cosmetics Premium vs Mass % Analysis 2001-2006
Table 49 Colour Cosmetics Premium Brand Rankings 2006
MEN'S GROOMING PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 51 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 52 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 53 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 54 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 57 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 58 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 59 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 60 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 61 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 62 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 63 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 64 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 65 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 66 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Sales of Fragrances by Subsector: Value 2001-2006
Table 68 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 69 Fragrances Company Shares by Retail Value 2002-2006
Table 70 Fragrances Brand Shares by Retail Value 2003-2006
Table 71 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 72 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Skin Care by Subsector: Value 2001-2006
Table 74 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 75 Sales of Facial Care by Subsector: Value 2001-2006
Table 76 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 77 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 78 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 79 Sales of Body Care by Subsector: Value 2001-2006
Table 80 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 81 Skin Care Company Shares by Retail Value 2002-2006
Table 82 Skin Care Brand Shares by Retail Value 2003-2006
Table 83 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 84 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 85 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 86 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 87 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 88 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 89 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 90 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 91 Skin Care Premium vs Mass % Analysis 2001-2006
Table 92 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Depilatories by Subsector: Value 2001-2006
Table 94 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 95 Depilatories Company Shares by Retail Value 2002-2006
Table 96 Depilatories Brand Shares by Retail Value 2003-2006
Table 97 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 98 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Sun Care by Subsector: Value 2001-2006
Table 100 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 101 Sun Care Company Shares by Retail Value 2002-2006
Table 102 Sun Care Brand Shares by Retail Value 2003-2006
Table 103 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 104 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 105 Sun Care Premium vs Mass % Analysis 2001-2006
Table 106 Sun Care Premium Brand Rankings 2006