Men's Grooming in Romania

PROSPECTS

Men from urban areas drive sales

The main reason for the strong growth in men’s grooming in 2018 was the changing lifestyles of urban consumers, who are more open to new products and are showing increasing attention to wellbeing. As a consequence, urban men are increasingly interested in how they look and how they can improve their appearance.

Men’s skin care is the fastest growing category

The rapid growth in men’s skin care in 2018 was in part the result of greater sophistication in the offer, with products addressing specific skin issues, such as dry skin and exfoliating. Skin care is still underdeveloped in Romania, as Romanian men tend still to be reluctant to use skin care products, as they are associated with women.

Men’s shaving performs well

Men’s shaving is a key part of the men’s grooming category. Gels are on an upward trend in men’s pre-shave, while creams and foams are losing share.

COMPETITIVE LANDSCAPE

International players dominate sales

The leading position of international brands is the result of their clear dominance across all men’s grooming categories. Their success is the result of heavy investment in advertising campaigns, innovation and distribution.

Gillette is the leading brand

Procter & Gamble Distribution SRL leads sales with its Gillette brand, which has a very strong position in the large men’s shaving category. Gillette has outperformed brands like Nivea and Bic, owing to its wider distribution and more diversified portfolio.

Domestic company Farmec SA gains share

Farmec SA is the leading domestic manufacturer in men’s grooming. The company’s brand Gerovital H3 Men benefits from the good reputation of the Gerovital brand umbrella, which has been recognised for decades for its health attributes.

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