All areas of men’s grooming, except for men’s shaving, saw positive current value growth in 2021 as men paid more attention to maintaining their appearance once pandemic-related restrictions were lifted and people started spending longer periods of time outdoors.
Razors and blades had been recording a slowing current value growth rate in late review and in 2021 recorded again a strong decrease in sales. Many Romanian men do not shave for themselves, but to maintain their image in society, especially for work purposes.
Procter & Gamble Distribution remained the clear leader in men’s grooming in Romania in 2021. The company benefits from an early category entry with its well-known brand Gillette, which is backed by aggressive advertising campaigns via a variety of channels.
It is expected that all categories in men’s grooming will perform positively over the forecast period, leading to a fully recover to pre-pandemic sales in 2022 in current value terms. The recovery will be in line with the relaxation of COVID-19 restrictions because as men start to return to the workplace and socialise more, they will start to take more care of their appearance.
E-commence will continue to grow over the forecast period as consumers increasingly adapt to the ease and convenience of buying products online. The adoption of the sales channel has been accelerated by the pandemic, as it became an essential way to shop during lockdowns and a way to limit exposure to the virus.
The performance of premium men’s grooming is not expected to be as strong as mass men’s grooming in the forecast period due to the lingering economic instability and rising inflation. Given the financial pressures coming from declining consumer purchasing power, many consumers will choose to prioritise spending on essentials and forgo unnecessary and expensive premium products.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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