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Baby and Child-specific Products in
Romania

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Higher disposable incomes drive sales

The most important driver for the performance of baby and child-specific products in 2018 was the higher average income, which was a consequence of three years of strong growth in the economy, and the government increasing the wages of public employees. Moreover, parents become more aware of the array of products meant to benefit their babies and to reduce effort, which, combined with increased disposable household incomes, was a significant driver of category growth.

Baby and child-specific products is impacted by a decreasing birth rate

The dynamics of baby and child-specific products in 2018 were affected by demographic changes in the Romanian population. The birth rate continues to be low, and decreased in 2018 compared to the previous year.

Baby and child-specific sun care is the most dynamic category

Strong growth in baby and child-specific sun care was the result of family doctors increasingly recommending attention to sun exposure for babies. Baby and child-specific sun care products typically have high sun protection factors and added benefits, which has led to them being purchased instead of adult sun care products for use by babies and children.

COMPETITIVE LANDSCAPE
International companies dominate sales

The clear dominance of international companies in 2018 and over the review period as a whole was the result of their wide product ranges and strong distribution networks. Leading players like Johnson & Johnson Romania, Beiersdorf Romania and Avon Cosmetics Romania benefit from the good reputations of their brands aimed at adults, which puts them in a stronger competitive position compared to other brands.

Domestic companies rank far behind

The best positioned domestic company in 2018, Farmec SA, ranked far behind the international players. It is present with Gerovital Sun in baby and child-specific sun care, and the brand Petrini in skin care.

Private label makes the first steps in the category

Retail chains have made small steps to introduce private label in baby and child-specific sun care. Such products have yet to prove successful, because of the strength of the major international brands and the fact that parents are generally not seeking cheap products for their babies.

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Baby and Child-Specific Products in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby and Child-specific Products industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby and Child-specific Products in Romania?
  • What are the major brands in Romania?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Baby and Child-Specific Products in Romania - Category analysis

HEADLINES

PROSPECTS

Higher disposable incomes drive sales
Baby and child-specific products is impacted by a decreasing birth rate
Baby and child-specific sun care is the most dynamic category

COMPETITIVE LANDSCAPE

International companies dominate sales
Domestic companies rank far behind
Private label makes the first steps in the category

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 9 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Romania - Industry Overview

EXECUTIVE SUMMARY

Growth in the economy drives sales
Consumer demand moving towards healthy lifestyles
International companies dominate the landscape
New launches meet demand for natural and healthy products
Beauty and personal care is expected to see a trend towards premiumisation

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources