Deodorants in Romania

PRE-COVID-19 PERFORMANCE

Deodorants still sees seasonal demand in Romania

Deodorants again recorded strong current value growth in 2019, with Romanian consumers starting to understand the importance of this product in their daily personal care routine. However, there is still a large number of consumers perceiving usage of deodorants as seasonal.

Natural and sustainability trends impacting deodorants

Romanian consumers were becoming more educated about the ingredients used in deodorants and the impact that these ingredients can have on their skin at the end of the review period. As a result, companies are adapting their marketing strategies to fall in line with the ongoing natural and sustainability trends.

International players dominate deodorants, with Farmec the only local player

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, which account for around three quarters of value sales between them. This is a result of the historic popularity of these companies, and their major investments in advertising.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are expected to decline by 3% in 2020 at constant 2019 prices, which compares with the positive growth figure of 3% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19. Deodorants could see a decline in usage, and therefore sales, as so many consumers have been staying at home, not only due to lockdowns, but also as a result of either working from home or having been furloughed or laid off.

Affected products within deodorants

All product types in deodorants will record declining value sales in 2020 at constant 2019 prices, having all seen positive growth a year earlier. The biggest decline will be in sprays, which, as the biggest product in deodorants, will drag down the overall category performance.

Recovery and opportunities

After declining in 2020, sales of deodorants will return to positive growth from 2021 at constant 2019 prices, although the performance will again be weaker than the most recent forecast for the year made during research conducted at the end of 2019 before the spread of COVID-19. This will be due to sprays continuing to perform badly in 2021.

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