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Beauty and Personal Care in Romania

April 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Romania report includes:

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

This report answers:

  • What is the market size of Beauty and Personal Care in Romania?
  • Which are the leading brands in Romania?
  • How are products distributed in Romania?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Romania

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Limited impact on mass beauty and personal care due to hygiene boom and consumers opting for mass products over premium
Mass skin care sees boosted sales as consumers have more time at home to develop a proper skin care routine
Larger package formats popular as consumers stockpile essentials

RECOVERY AND OPPORTUNITIES

Mixed recovery expected for mass beauty and personal care with some categories dependent on the relaxation of COVID-19 restrictions
New product development expected to focus on natural and dermocosmetics trends
Sustainability set to be a key factor in consumers’ purchasing decisions

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Strong declines for premium categories as lower purchasing power reduces sales
Strong e-commerce sales limit damage to premium sales decline
L’Oréal Romania remains clear leader with strong resources and the ability to adapt to the changing category landscape

RECOVERY AND OPPORTUNITIES

Premium dermocosmetics set for new entrants as trend gains traction
Premium colour cosmetics, fragrances, and sun care set for slowest recovery due to dependence on COVID-19 restrictions
E-commerce to continue growing as affordable luxury brands appeal to consumers

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Romania

KEY DATA FINDINGS

2020 IMPACT

Decreased purchasing power leads to consumers switching to cheaper products
E-commerce boom as online businesses face significantly increased interest
Johnson & Johnson Romania continues to lead despite sliding share

RECOVERY AND OPPORTUNITIES

Strong growth expected for e-commerce with price promotions and social media marketing set to entice consumers
Promising future for natural and organic products, particularly in dermatological baby and child-specific products
Low-birth rate to limit volume growth, whilst interest in natural products and innovation expected to boost current value growth

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Romania

KEY DATA FINDINGS

2020 IMPACT

Growing sales of bath and shower driven by concerns over personal hygiene
Uncertainty leads to stockpiling with consumers seeking price promotions
Increasing demand for natural products in bath and shower

RECOVERY AND OPPORTUNITIES

Drop in sales in 2021 as demand for bath and shower normalises
Hypermarkets to remain main distribution channel despite expected strong growth of e-commerce
Demand for hand sanitisers/gels expected to dip but remain higher than pre-pandemic

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Romania

KEY DATA FINDINGS

2020 IMPACT

Strong decline for colour cosmetics slowed by importance of daily beauty routine amongst both teenagers and adults
Facial make-up sees strongest declines due to face mask regulations
Nail salon closures lead to consumers performing treatments at home

RECOVERY AND OPPORTUNITIES

Strong growth for e-commerce expected as players continue to invest in advertising and collaborations
Harsh economic climate to slow recovery for premium colour cosmetics
Dermocosmetics set for growing interest as consumers seek products kind to their skin

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Romania

KEY DATA FINDINGS

2020 IMPACT

Declines for deodorant sales as consumers spent extended time at home
Romanians choose large deodorant formats and show preference for sprays over sticks whilst travel restrictions are in place
International players dominate deodorants, with Farmec the only local player

RECOVERY AND OPPORTUNITIES

Strong prospects for e-commerce as consumers adapt to shopping online
Deodorant sticks set for strong growth in line with relaxation of travel restrictions
"Free-from" and naturalness trends set to drive deodorant product development

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Romania

KEY DATA FINDINGS

2020 IMPACT

Hair removers/bleaches the exception to sales declines as beauty salon closures lead to consumers performing treatments at home
Women opt for men’s pre-shave products as few women-focused brands are available
Demand for natural ingredients increasing in hair removers/bleaches

RECOVERY AND OPPORTUNITIES

Recovery expected in line with relaxation of COVID-19 social restrictions
IPL epilation technologies set to threaten the future of depilatories
Poor prospects for hair removers/bleaches as consumers return to salons for professional wax treatments

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Romania

KEY DATA FINDINGS

2020 IMPACT

Strong declines as social restrictions remove incentive to use fragrances
Direct selling remains leading distribution channel; e-commerce sees strong gains as consumers increasingly turn online
Premium fragrances no worse off than mass fragrances as consumers who can afford it continue to purchase their favourite brands

RECOVERY AND OPPORTUNITIES

Premium fragrances set for faster recovery than mass; unisex fragrances expected to see growing interest and consumers branch out from traditional scents
Dynamic growth expected for e-commerce as consumers continue to use for ease and convenience
New product launches expected from Arab brands and mass brands imitating premium brands

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Closures of hair salons leads to strong decline for sales of salon professional hair care products
Medical shampoos see higher demand as consumers become more aware of specific brands
Fragmented hair care is dominated by international players that most resilient against the impact of the pandemic

RECOVERY AND OPPORTUNITIES

Targeted hair products set for growth as consumers increasingly seek specialised hair treatments
Strong sales expected via e-commerce as online portfolios widen
Brands expected to increasingly collaborate with social media influences to boost awareness of brand and products

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Romania

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming sees declines as reduced disposable income and limited need to maintain appearance deter purchases
Slowing growth for razors and blades, but growing consumer interest in men’s toiletries
Procter & Gamble continues to lead as Avon losing share and continues to slip down the rankings

RECOVERY AND OPPORTUNITIES

Strong recovery expected for men’s grooming as social restrictions are relaxed
E-commerce set for dynamic growth as consumers continue to benefit from the channel’s convenience and ease of use
Mass men’s grooming set for stronger performance than premium men’s grooming as economic damage lingers

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020 Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Mouthwashes/dental rinses see strong performance as consumers strive to take better care of oral hygiene
Electric toothbrushes see growth at the expense of battery toothbrushes as consumers perceive them as essential
GlaxoSmithKline narrowly holds top position; private label growth is slowed

RECOVERY AND OPPORTUNITIES

Boosted sales for oral care as education around oral hygiene continue to develop
Battery toothbrushes to continue losing popularity to electric toothbrushes
Hypermarkets to remain key distribution channel despite dynamic expected growth for e-commerce

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Extended time at home and online skin care advice leads to growing consumption of category products
Strong sales via e-commerce as consumers stay home to avoid the virus
Farmec continues to lead skin care, while innovation is driving facial care growth

RECOVERY AND OPPORTUNITIES

Growth expected for skin care with online presence set to become increasingly important
E-commerce growth to continue as consumers seek special online deals and continue to avoid exposure to virus
Dermocosmetics set to take over natural trend across skin care in Romania

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Romania

KEY DATA FINDINGS

2020 IMPACT

Travel restrictions strongly reduce demand for sun care as consumers
More educated consumers reducing the seasonality factor in sun protection
Product innovations popular with Romanians with dermocosmetics strongly growing

RECOVERY AND OPPORTUNITIES

Strong prospects for sun care as travel restrictions relax and consumers use more regularly in their daily routine
E-commerce set for strong growth in sun care as consumers continue to use for convenience and safety
New European regulations could affect sun care evolution

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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