In 2021, mass beauty and personal care registered positive current value growth, driven by increased demand for mass skin care, colour cosmetics and sun care products. In the previous year, demand for products such as colour cosmetics and sun care declined, as consumers spent most of their time at home while in lockdown.
The two product areas to see a decline in retail value sales in 2021 were mass bath and shower and mass fragrances. The decline in sales of bath and shower products reflects a normalisation in demand for such products.
During 2021, there was a shift towards e-commerce in most mass beauty and personal care product areas. During the pandemic, Romanian consumers developed a habit of shopping online.
Most product areas in mass beauty and personal care are expected to recover to pre-pandemic sales in the course of 2022 as people return to more normal lifestyles. Mass fragrances, which was most negatively affected in 2020 and 2021, will likely be the slowest to recover as Romanians increasingly tend to opt for premium fragrances.
Constantly renewing assortments is an important factor in boosting consumer interest in mass beauty and personal care products, especially with the increased interest premium beauty and personal care received during the late review period. At the end of the review period, investing in highly innovative products was seen as being justified in the context of higher consumer spending power and people being able to afford higher-priced mass beauty and personal care products.
Over the forecast period, companies are likely to face increasing pressure to ensure their products are sustainably created, both in terms of formulae and packaging. Consumers are becoming more educated over the effect products they use have on the environment and are increasingly shifting towards products that are eco- and animal friendly while shunning those that are not.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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