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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 123 | Publication date: May 2008
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
Cosmetics and toiletries exceeds expectations
The cosmetics and toiletries industry continued to grow in 2007. People are adopting increasingly Western lifestyles and they have made it a greater priority to groom themselves properly than in the past. Moreover, there is an increasingly large product range to choose from, making this market increasingly competitive and giving consumers an increasingly wide array of products to choose from.
Product specialisation meets greater consumer expectations
The increasing demand for higher product specialisation forced well-established brands 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. This trend is expected to continue in the years to come as consumers are likely to demand even more from their products.
Multinationals are in control
Although there are several exceptions, multinationals control the cosmetics and toiletries industry. Multinationals have more money to invest in advertising, wider distribution networks and well-established brand names. In order to remain competitive, local producers have therefore 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 that have long-standing 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.
Direct sales remains the most popular distribution channel
Since 2003 direct sales has been the leading distribution channel. Its strong position is based on accounting for the overwhelming majority of sales across many product areas. Direct sales developed mostly at the expense of small independent food stores and outdoor markets, especially in rural areas, where direct marketing methods better suit consumers who lack product awareness. The product advice given by direct sales representatives is generally trusted, giving this channel a greater influence over potential consumer behaviour and preferences. Two of the leading players that use direct sales exclusively are Avon and Oriflame.
Cosmetics and toiletries is expected to approach maturity
The cosmetics and toiletries industry is expected to continue growing over the forecast period, albeit at a slower rate than was seen over the review period. This slowdown will be the result of the market approaching maturity, as the market has grown substantially over the past several years and it is believed that the industry is approaching its growth ceiling. Over the forecast period it is expected that premium and upper-mass products will become increasingly popular as more people will be willing to pay more for higher quality. Greater interest in appearance and general health among modern consumers will benefit most ranges.
Table of contents
COSMETICS AND TOILETRIES IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries exceeds expectations
Product specialisation meets greater consumer expectations
Multinationals are in control
Direct sales remains the most popular distribution channel
Cosmetics and toiletries is expected to approach maturity
KEY TRENDS AND DEVELOPMENTS
Growing disposable incomes
Multinationals are controlling the market
Intensified retail activity
Advertising drives sales
Direct sales remains most dominant distribution channel
MARKET INDICATORS
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
DR SOLEIL PROD COSMETICE SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dr Soleil Produse Cosmetice SRL: Key Facts
Summary 3 Dr Soleil Produse Cosmetice SRL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Dr Soleil Produse Cosmetice SRL: Competitive Position 2007
ELMI PRODFARM SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Elmi Prodfarm SRL: Key Facts
Summary 6 Elmi Prodfarm SRL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Elmi Prodfarm SRL: Competitive Position 2007
FARMEC SA - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Farmec SA: Key Facts
Summary 9 Farmec SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Farmec SA: Competitive Position 2007
GEROCOSSEN SRL - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Gerocossen SRL: Key Facts
Summary 12 Gerocossen SRL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Gerocossen SRL: Competitive Position 2007
GEROVITAL COSMETICS SA - COSMETICS AND TOILETRIES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Gerovital Cosmetics SA: Key Facts
Summary 15 Gerovital Cosmetics SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Gerovital Cosmetics SA: Competitive Position 2007
BABY CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 27 Bath and Shower Products Premium Brand Shares 2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Retail Sales of Styling Agents by Type 2003-2007
Table 40 Sales of Hair Care by Subsector: Value 2002-2007
Table 41 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 42 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 43 Hair Care Company Shares by Retail Value 2003-2007
Table 44 Hair Care Brand Shares by Retail Value 2004-2007
Table 45 Styling Agents Brand Shares by Retail Value 2004-2007
Table 46 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 47 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 48 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 51 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 52 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 53 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 54 Colour Cosmetics Premium Brand Shares 2007
Table 55 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 56 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 57 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Retail Sales of Electric Shavers 2003-2007
Table 59 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 60 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 61 Sales of Men's Razors and Blades by Type 2005-2007
Table 62 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 63 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 64 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 65 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 67 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 68 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 69 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 70 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 71 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 72 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 73 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 75 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 76 Sales of Fragrances by Subsector: Value 2002-2007
Table 77 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 78 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 79 Fragrances Company Shares by Retail Value 2003-2007
Table 80 Fragrances Brand Shares by Retail Value 2004-2007
Table 81 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 82 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 83 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Sales of Skin Care by Subsector: Value 2002-2007
Table 85 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 86 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 87 Skin Care Company Shares by Retail Value 2003-2007
Table 88 Skin Care Brand Shares by Retail Value 2004-2007
Table 89 Skin Care Premium Brand Shares 2007
Table 90 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 91 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 92 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Depilatories by Subsector: Value 2002-2007
Table 94 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 95 Depilatories Company Shares by Retail Value 2003-2007
Table 96 Depilatories Brand Shares by Retail Value 2004-2007
Table 97 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 98 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Sun Care by Subsector: Value 2002-2007
Table 100 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 101 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 102 Sun Care Company Shares by Retail Value 2003-2007
Table 103 Sun Care Brand Shares by Retail Value 2004-2007
Table 104 Sun Care Premium Brand Shares 2007
Table 105 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 106 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 107 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012