Deodorants in Romania

PROSPECTS

Sales of deodorants are linked to more modern lifestyles

Sales of deodorants witnessed good growth in 2018. For the majority of Romanians, deodorants are perceived as necessary products to mask and supress body odours.

Spray remains the most popular format

The leading category remained sprays in 2018. Sprays have a long tradition of usage, and the format was the only one available until the 1990s.

Personal preferences drive the performance of deodorant categories

The usage of different formats of deodorants varies according to personal preferences and daily routines. The popularity of sprays derives from their offering both an antiperspirant effect and the presence of a fragrance.

COMPETITIVE LANDSCAPE

Unilever South Central Europe SRL has a clear lead

Unilever holds the leadership as a consequence of the strong performance of its brands Dove, Rexona and Axe. Dove and Rexona are present across all deodorant formats, mainly with antiperspirant versions in several versions, while Axe is focused on men, with body sprays which provide fragrances together with a deodorant effect.

International companies dominate the landscape

The dominance of international companies was undisputable in 2018. They are the key innovators in deodorants, with the current trend being new formulas with ingredients inspired by nature.

Farmec SA is the main domestic player

Farmec is the main domestic producer of deodorants, and was among the top 10 players in deodorants in 2018. Its position is the result of the strong performance of its brand Gerovital H3, which enjoys strong consumer recognition due to its association with the well-established brand Gerovital, which has had a strong reputation in healthcare for many years.

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