Fragrances in Romania

PROSPECTS

Fragrances continues to perform well in Romania

In 2017, fragrances remained the biggest category in value terms in beauty and personal care in Romania, followed by skin care and colour cosmetics, thus differing from other Eastern European markets, where skin care leads sales. This situation can be attributed to the consumption habits of several generations.

Premium fragrances outperforming their mass counterparts

Premium fragrances continued to outperform mass scents in 2017 as consumers sought higher-end brands, largely from premium-positioned retailers. In fact, many luxury brands have expanded into fragrances as an entry point for consumers.

Niche fragrances slowly gaining ground

Niche scents remained by far the fastest growing space in fragrances in Romania in 2017. As the category becomes ever more saturated, maintaining brand loyalty is becoming more difficult, with consumers increasingly seeking exclusive and more personalised fragrances to express their personality.

COMPETITIVE LANDSCAPE

Sales supported by manufacturer innovations and new product launches

Fragrances in Romania remained a highly saturated category with a large number of players in 2017. The leading manufacturer was Avon, followed by Oriflame, L’Oréal and Coty.

Growth opportunities

The future looks bright for fragrances in Romania, with the category offering growth opportunities for both manufacturers and retailers. Sales will be supported by the rising usage of scents among younger generations, increasing internet penetration and thus online sales, the wider availability of fragrances in different price segments and generally increasing consumer spending on beauty and personal care products thanks to rising disposable incomes.

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