During the forecast period, Romania’s leading deodorant players are expected to face a major struggle to keep the prices of their products at affordable levels for everyday use. During 2022, many Romanian consumers were battling to manage their household finances at a time of high inflation and this has put substantial pressure on demand for deodorants as the cost of living have risen substantially, while income levels have not.
It is not expected that there will be any major shift in the deodorant preferences of the Romanian population before the end of the forecast period. Deodorant sprays will inevitably remain the most popular category due to the reputation for effectiveness and value for money that these products represent, while deodorant sticks is expected to gain ground on deodorant sprays as demand for these products is increasing rapidly on the basis that they are convenient, portable and highly visible on retail shelves.
Hypermarkets is set to remain the most important distribution channel for deodorants in Romania over the forecast period and this can be seen as a reflection of the excellent value for money that hypermarkets represent generally and the general preference among local consumers to shop in large-format stores that offer a very wide variety of deodorants, among other types of beauty and personal care products. However, discounters is expected to continue gaining ground on hypermarkets due to the expansion of the German-origin chain Lidl into smaller cities and regional towns throughout Romania, while e-commerce is also slated for positive growth in sales of deodorants as increasing numbers of Romanians are catching on to the convenience and value for money that e-commerce represents.
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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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