Beauty and Personal Care in Romania
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Romania
Positive growth in 2022 tempered by the low birth rate and harsh economic situation
The proliferation of baby specialist online retailers boosts e-commerce sales
Private label gains ground as consumers prioritise value for money
Challenging economic situation likely to continue suppressing demand
Private label set to thrive as consumers look to cut costs wherever possible
Premium brands and expensive products to remain popular among the well-off
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Romania
Hand sanitisers registers further severe sales declines as demand continues to drop
Larger packs prove popular as spending power recedes amidst high inflation
Modern chained retail formats increasingly preferred for convenience and value
Trend away from bar soap and towards liquid soap and shower gel to continue building
Organic products likely to continue gaining ground despite higher prices
E-commerce set to gain ground as consumers head online to shop for bath and shower
Table 22 Sales of Bath and Shower by Category: Value 2017-2022
Table 23 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 26 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 28 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Romania
Colour cosmetics booms as consumers return to their pre-pandemic daily routines
E-commerce continues to gain ground as online retailers expand their portfolios
Mass brands outperform their premium rivals due to the adverse economic situation
Category players to target younger consumers in a bid to gain crucial advantages
Demand for more natural products set to continue rising from a low base
Few changes expected in the retail distribution of colour cosmetics
Table 31 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 36 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 37 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 38 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Romania
Larger pack sizes come to the fore as consumers prioritise value for money
Volume sales fail to recover to pre-pandemic levels as growth stalls and demand falls
Deodorant creams remains a marginal category as sales continue to decline
Struggle to maintain affordable prices set to represent the main challenge
Few changes expected in the deodorant preferences of local consumers
Further stability in retail distribution lies ahead for deodorants
Table 42 Sales of Deodorants by Category: Value 2017-2022
Table 43 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 45 NBO Company Shares of Deodorants: % Value 2018-2022
Table 46 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 48 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Romania
A muted performance for depilatories in 2022 as consumers look to alternatives
Private label gains ground as incomes and spending remain under pressure
Women’s pre-shave remains a minor category as volume sales decline
Positive growth ahead as demand rises and brands step up their marketing strategies
Segmentation and added value set to broaden the consumer base for depilatories
Hair removers/bleaches to boom, in line with increasingly fast-paced lifestyles
Table 51 Sales of Depilatories by Category: Value 2017-2022
Table 52 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 54 NBO Company Shares of Depilatories: % Value 2018-2022
Table 55 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 56 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Romania
Mass fragrances continues to struggle as demand continues to fall, albeit more slowly
Arabian scents gain ground as consumers look primarily for value and performance
E-commerce rises in importance as consumers seek convenience and value
Demand for premium fragrances set to continue surging
Sales of fragrances via e-commerce to continue booming
Few changes expected in the competitive environment in fragrances
Table 58 Sales of Fragrances by Category: Value 2017-2022
Table 59 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Fragrances: % Value 2018-2022
Table 61 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 64 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Romania
Salon professional hair care takes off as consumers demand higher quality
Products that treat damaged hair take off in shampoos and conditioners and treatments
The return to socialising in public boosts demand for styling agents
Buoyant demand for salon professional hair care to subside as spending dwindles
E-commerce to become a more important distribution channel for hair care
Prevailing trends point to a strong performance for medicated shampoos
Table 66 Sales of Hair Care by Category: Value 2017-2022
Table 67 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 69 NBO Company Shares of Hair Care: % Value 2018-2022
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 71 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Colourants: % Value 2019-2022
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 74 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 76 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Romania
Men’s shaving underperforms as beards and beard trimmers remain popular
Procter & Gamble leads due to its dominant position in men’s shaving
Pressure on spending boosts the popularity of private label
The rising popularity of barbershops to boost demand for premium products
Rising demand for economy product to flow from the rising cost of living
Premium products unlikely to emerge strongly in men’s toiletries
Table 79 Sales of Men’s Grooming by Category: Value 2017-2022
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 83 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Romania
Shifts in preferences driver change in the usage of power toothbrushes
E-commerce continues to boom as consumers prioritise convenience and value
Private label makes huge strides as consumers look to economise on oral care
Demand for more natural oral care products to rise as consumer needs evolve
The adoption of more sophisticated dental care routines to broaden demand
Power toothbrushes set to continue gaining ground on battery toothbrushes
Table 88 Sales of Oral Care by Category: Value 2017-2022
Table 89 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 90 Sales of Toothbrushes by Category: Value 2017-2022
Table 91 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 93 NBO Company Shares of Oral Care: % Value 2018-2022
Table 94 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 96 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Romania
Positive sales growth for skin care in 2022 as favourable trends continue
E-commerce booms as range of skin care products available online expands
High-performance serums become popular as consumers demand results
Premium skin care set to struggle as consumers trade down to mass brands
More specialised products that target specific skin problems set to boom
Social media to continue emerging as a key marketing platform for skin care
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 106 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Romania
Strong sales growth in 2022 as sun care continues to recover
Sun protection remains dominant as aftersun and self-tanning lose ground
Baby and child-specific sun care booms as parents protect their kids from the sun
Regular use of sun care set to spread from female to male consumers
Spray formats to become more popular as consumers demand convenience
Tinted sun protection products to add an element of self-tanning to the category
Table 112 Sales of Sun Care by Category: Value 2017-2022
Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Sun Care: % Value 2018-2022
Table 115 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 117 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Romania
Premium brands proliferate as consumers become more discerning
E-commerce presents strong opportunities for premium brands to expand
Premium skin care brands with a derma positioning continue to flourish
Slow economic recovery and pressure on incomes set to suppress sales growth
Marketing and promotional activity likely to provide crucial support to sales growth
New brands set to appear, although category leaders unlikely to face serious challenges
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Romania
Positive growth sales recorded in 2022 as favourable trends spread among consumers
Consumers increasingly favour e-commerce as a source of mass brands
Mass bath and shower underperforms as personal hygiene routines return to normal
Widespread shift from premium to mass brands set to support sales growth
More refined strategies among category players expected to support sales growth
Organic products to face barriers to further development in Romania
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027