Deodorants showed a moderate rebound in 2021 after a year of notable decline in sales due to the impact of the pandemic. As gyms and other sports facilities reopened during the year, demand for deodorants grew.
In 2021, most types of deodorants recorded an increase in retail value sales except for deodorant creams which remains niche in Romania. Most Romanians are not aware of the existence of deodorant creams, as such products are hardly ever advertised.
Deodorants in Romania is dominated by international players, including Unilever South Central Europe, Beiersdorf Romania, Colgate-Palmolive Romania, Coty Cosmetics Romania and Avon Cosmetics Romania. These international players together account for around three quarters of the total category current value sales.
E-commerce had an outstanding performance in deodorants during the pandemic and will continue to expand over the forecast period. Many consumers will continue to shop via e-commerce to benefit from the convenience, ease, comparison properties, and wide portfolio the channel offers.
It is expected that deodorant sticks will register a dynamic performance over the forecast period. During the COVID-19 pandemic, many Romanians postponed travel abroad, even once travel restrictions were lifted.
Romanian consumers are becoming increasingly educated about the ingredients used in deodorants and the impact that these ingredients can have on their skin. As a result, companies are set to adapt their products and marketing to fall in line with the ongoing natural and sustainability trends.
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Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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