Beauty and Personal Care Packaging in Romania

PRE-COVID-19 PERFORMANCE

Large formats take up more shelf space in 2019, though smaller sizes gain ground

Romanian consumers showed increased interest in larger pack sizes in 2019, especially in bath and shower, hair care and skin care. Busier lifestyles left limited time for frequent shopping trips, which many consumers find to be stressful and time-consuming even when not in a rush.

Environmental concerns and the trend towards naturalness impact innovation in packaging

As is being seen globally and across all industries, sustainability and environmental concerns continued to drive development in beauty and personal care packaging in Romania in 2019. Rising awareness of the environmental footprint left by production and consumption, especially among younger generations of consumers, drove demand for recycled and recyclable packaging, and, increasingly, reusable and reused containers.

Design matters as consumers judge a product by its packaging

Players increased investment in attractive design in packaging in 2019, as part of an attempt to motivate impulse purchases. A primary focus of this effort was to generate more such purchases among Romanian male consumers, who typically tend to buy on a whim more frequently than Romanian women do, and for whom packaging is often the seat of the primary connection they make with a brand.

2020 AND BEYOND

COVID-19 impact

Overall growth in beauty and personal care packaging in Romania is only marginal in 2020, having been robust throughout the review period. Measures to contain COVID-19 are taking their toll on several product areas, though those products which focus on hygiene rather than beauty maintaining growth, often at a faster rate than in 2019.

Recovery and opportunities

Overall growth in beauty and personal care packaging is expected to rise significantly form the end of 2020, with a sustained healthy pace throughout the forecast period. However, growth is unlikely to recover to levels seen during the review period.

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