Eastern Europe

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…

Despite being the largest category in skin care, facial care has plenty scope for the introduction of more novelties. The skin care category was driven primarily by novelties and products containing hyaluronic acid and collagen. In skin care, basic…

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…

The premium segment of beauty and personal care again outpaced the mass segment in 2022. Premium products are particularly in demand in fragrances, which make up the largest product category within premium beauty and personal care. Both men's and…

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…

Whitening remains the most popular positioning in toothpaste benefiting from consumer desire to have a beautiful smile and white teeth. Among them, pastes with activated carbon, characterised by strong whitening and antibacterial properties, have…

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…

Despite strong masculinity stereotypes among the male population in the country, there is a clear trend towards higher acceptance of men’s grooming routines. This has helped to develop men's grooming, which achieved double-digit value growth in 2022,…

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…

Mass beauty and personal care is particularly strong in skin care thanks to the highly developed category of mass facial care. Interest in products containing natural ingredients was noticeable with producers eager to emphasise the high natural…

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…

All categories of hair care saw marked increases in 2022 with consumers liberated from COVID-19 restrictions sparking an interest in improving their appearance and taking care of their scalp and hair condition. With salons allowed to operate again,…

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…

The premiumisation trend was strongly visible in fragrances in 2022. Both, men’s and women’s variants of premium fragrances grew faster than their mass equivalents. Polish consumers choose expressive fragrances that emphasise their personalities. The…

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…

Depilatories is among the categories of beauty and personal care that has enjoyed increasing popularity and sales growth in recent years in Poland, driven by the growing affluence of society. Above all, the growing popularity of depilatory products…

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…

Deodorant sprays is the leading format and one that experienced modest growth in 2022 in volume terms. Deodorant sprays is characterised by a wide range of offerings. Fresh fragrances remain the most popular, being associated with a long-lasting…

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…

In 2022, there was a rebound in sales of colour cosmetics, which was facilitated by the lifting of COVID-19 restrictions. Polish women returned to wearing make-up due to their return to their places of work with most people once again frequenting…