Executive Summary

Jun 2019
PROSPECTS
The trend for healthy lifestyles drives demand for hygiene

Bath and shower benefits from being considered a basic necessity by consumers. Rising disposable incomes over 2016-2018 led to changes in lifestyles, with an increasing number of consumers demanding better quality products with added benefits.

Body wash/shower gel leads sales

Body wash/shower gel led volume and value sales of bath and shower in 2018. Rising living standards and an increasing focus on daily hygiene support the high level of sales for this category.

Intimate hygiene is the fastest growing category

Intimate hygiene increased its presence in 2017 and 2018, from a low base. Advertising for this category was almost non-existent in the past, which hampered growth, because consumers needed to be educated about the differences between such specialised products and general purpose products.

COMPETITIVE LANDSCAPE
International players dominate

International players lead sales of bath and shower. Brands like Dove, Nivea, Fa, Palmolive, Protex and Avon are highly trusted by consumers, and innovations in products and packaging give them a considerable advantage over other mass brands.

Domestic companies rank far behind

Domestic manufacturers account for only a small share, and this is not expected to change during the forecast period, given the advantages that the multinational players benefit from in terms of brand name, consumer trust, availability, innovation and affordable prices. Domestic companies do not play a significant role because there is a lack of tradition of manufacturing these products in the country.

Private label increases share in liquid soap, but sees declines elsewhere

Private label increased its share in liquid soap in 2018, largely due to its being considered a commodity, for which consumers are not willing to pay high prices. In other categories, the share of private label decreased significantly in 2017 and 2018, as disposable incomes rose and consumers became more willing to pay for added-value branded products.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Bath and Shower in Romania

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower 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 Bath and Shower industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower 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 Bath and Shower in Romania?
  • What are the major brands in Romania?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

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.

Bath and Shower in Romania - Category analysis

HEADLINES

PROSPECTS

The trend for healthy lifestyles drives demand for hygiene
Body wash/shower gel leads sales
Intimate hygiene is the fastest growing category

COMPETITIVE LANDSCAPE

International players dominate
Domestic companies rank far behind
Private label increases share in liquid soap, but sees declines elsewhere

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources