The strong performance recorded in salon professional hair care in 2022 is not expected to last very long as the pressure that has come on household incomes due to high inflation in the wake of the Ukraine conflict is set to undermine demand for all but the most basic beauty and personal care products during the early stages of the forecast period. As the cost of living continues to increase, rising numbers of Romanian consumers are expected to adopt a much more cost-conscious approach towards their purchases of a wide range of everyday items, including beauty and personal care, with majority expected to prioritise affordability and basic functionality over premium value-added features and the cachet of luxury brands when making their buying decisions.
After registering a strong performance in the retail distribution of hair care towards the end of the review period, e-commerce is set to outperform other retail channels in the distribution of hair care over the forecast period. For this reason, adopting a comprehensive and sustainable e-commerce development policy is slated to become increasingly important for hair care players during the forecast period, including from a marketing perspective and in terms of making their products more accessible to a wider group of consumers.
Over the forecast period, it is expected that demand for medicated shampoos will increase significantly among the population of Romania, a trend which can be attributed largely to the rising prevalence of scalp problems among the local population. Stressful lifestyles and air pollution in major cities have led many people to experience problems with the scalp and it is considered prudent to take immediate steps to treat these problems as soon as symptoms appear and prevent them from deteriorating.
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Understand the latest market trends and future growth opportunities for the Hair Care 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 Hair Care 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.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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