Executive Summary

Jun 2019
PROSPECTS
Hair care tracks changes in lifestyles

Hair care is an increasingly mature category, thanks to changes in lifestyles that followed better education and higher disposable incomes. Media and advertising campaigns continue to play an important role in the growth of the category, and the trend is to move upwards in the price range and purchase increasingly sophisticated products.

Shampoos retain the biggest sales

Shampoo leads sales of hair care. It is a mature product and is widely used in both urban and rural areas.

Colourants sees a good performance

Colourants is performing well because of easy home usage and the wide colour palette offered. Demand for a rapid switch to another hair colour had resulted in the creation of colourants with a semi-permanent effect, free of ammonia and oxidants.

COMPETITIVE LANDSCAPE
International companies lead sales

Hair care sales are dominated by international companies, such as L’Oréal Romania SRL, Procter & Gamble Distribution SRL and Henkel Romania SRL. There is abundance of international brands across hair care, covering different price bands and needs for both women and men.

Papillon Laboratoires Cosmetiques SRL is the best positioned domestic player

The leading domestic company in hair care is Papillon Laboratoires Cosmetiques SRL, through its brand Loncolor. Loncolor has become synonymous with good quality at affordable prices, and its wide availability across both modern and traditional retailing has contributed strongly to its success.

Advertising sustains sales

Fighting dandruff has been a particular focus in men’s hair care, reflected in advertising campaigns featuring well-known football players, such as Gianluigi Buffon and Antoine Griezmann for Head & Shoulders Men Ultra, and Cristiano Ronaldo for Dove Clear Men. Pantene Repair & Protect with Pro-V was heavily advertised as the biggest innovation in the last three years within shampoos for strong hair, using the slogan “Strong is beautiful”.

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Hair Care in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Romania?
  • What are the major brands in Romania?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Romania - Category analysis

HEADLINES

PROSPECTS

Hair care tracks changes in lifestyles
Shampoos retain the biggest sales
Colourants sees a good performance

COMPETITIVE LANDSCAPE

International companies lead sales
Papillon Laboratoires Cosmetiques SRL is the best positioned domestic player
Advertising sustains sales

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Romania - Industry Overview

EXECUTIVE SUMMARY

Growth in the economy drives sales
Consumer demand moving towards healthy lifestyles
International companies dominate the landscape
New launches meet demand for natural and healthy products
Beauty and personal care is expected to see a trend towards premiumisation

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources