Beauty and Personal Care

Baby and child-specific products recorded a positive value sales performance in constant price terms over the course of 2022 as parents were more prepared to spend money on beauty and personal care products that are designed specifically for the…

Hand sanitisers had another very challenging year during 2022 as demand for these products continued to plummet during the post-pandemic era. Hand sanitisers were virtually unknown in Romania prior to the onset of the COVID-19 pandemic and sales…

2022 was a landmark year for Romania’s beauty and personal care market as, by the end of the year, the majority of categories had recovered from the sales declines recorded at the peak of the COVID-19 pandemic in 2020. One of the most important…

Colour cosmetics outperformed most other categories of beauty and personal care over the course of 2022 as demand increased significantly among local consumers returning to their pre-pandemic daily routines. After recording negative sales growth at…

One of the most important trends in deodorants in 2022 was the increasing preference for larger packs among the Romanian population. This shift in consumer preferences was largely due to the pressure that came on household incomes during the year due…

Volume sales of depilatories rose only very moderately during 2022 despite the increased interest in hair removal generally among the population of Romania. The main reason for the lacklustre performance in the category during the year is that the…

Mass fragrances continued to register declining demand in Romania during 2022, although volume sales declines during the year were more moderate than what was recorded in the category during 2020 and 2021, when the impact of the COVID-19 pandemic put…

Salon professional hair care was the best performing category within hair care in 2022 as volume and value sales rose despite the pressure that came on household incomes and consumer spending due to high inflation during the year. The most important…

Mass beauty and personal care recorded a positive value sales performance in current terms in 2022, although value growth remained negative in constant price terms, an indication of the impact of high inflation and flagging consumer demand on sales…

2022 marked the third consecutive year of negative volume sales growth in men’s shaving as the prevailing fashion trends remained highly unfavourable for the category. The first background trend putting pressure on demand for men’s shaving is the…

Power toothbrushes saw major change towards the end of the review period as demand shifted away from battery toothbrushes and towards electric toothbrushes. This trend is being driven by driven by increased levels of price promotions as well as…

Some of the best performing categories in beauty and personal care in Romania during 2022 were those with a high proportion of premium brands, notably skin care and fragrances. The products in these categories are increasingly seen as essential among…

Skin care retained its status as one of the best performing categories in the Romanian beauty and personal care industry during 2022. The category’s strong performance during the year was mainly the result of the increasing interest that Romanian…

Sun care recorded a very strong performance in volume and value sales terms in 2022 as the category continues to recover from the dramatic sales decline registered at the peak of the COVID-19 pandemic in 2020. However, it should be noted that volume…