Baby and Child-Specific Products in Romania

PROSPECTS

Widening availability of multi-functional baby products

The changing needs and demands of parents are encouraging manufacturers to develop new baby and child-specific products, particularly with multi-functional properties. For example, companies are offering baby-specific products that can be used for both the hair and body.

Manufacturers focus on baby rather than child-specific products

In 2017, manufacturers remained more focused on baby-specific rather than child-specific products. A lack of parental education and a tradition for avoiding the use of beauty and personal care products on children have hindered the development of this area.

Growing demand for natural and organic baby products

One of the key drivers of the category’s growth in Romania has been rising demand for natural and organic baby products. Consumers are now aware of the problems caused by synthetic ingredients and have become more vocal about their desire to use products which are free from harmful toxins or parabens.

COMPETITIVE LANDSCAPE

Baby and child-specific products dominated by multinational players

Baby and child-specific products remained largely in the hands of multinational companies in 2017. However, domestic players were also present, for example Farmec and Cosmetic Plant, albeit with insignificant shares.

Innovation the key to success

Innovation will remain the key to success in baby-specific products, particularly in the organic space, thanks to the flourishing health and wellness trend. In addition, improving economic conditions are boosting the disposable incomes of many consumers, enabling them to spend more on higher quality products for their children.

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