While mass brands remained dominant over premium brands in men’s grooming at the end of the review period, it is expected that the rising popularity of barbershops will support a significant increase in the popularity of premium men’s grooming brands over the forecast period. The increasing importance that younger Romanian man and particular are placing on maintaining an attractive and well-groomed appearance at all times has spurred an explosion in the number of barbershops opening in Romanian towns and cities.
The high inflation that remained in effect in Romania at the start of the forecast period makes it likely that there will be strong prospects for growth in sales of economy-positioned men’s grooming products for the foreseeable future. In particular, men’s toiletries is expected to see a proliferation of basic products that perform essential functions and which cost very little, with this trend in response to rising demand, particularly for men's bath and shower and men’s deodorants with an economy positioning.
While there are various reasons to expect that premium products will become more popular in men’s pre-shave and men’s post-shave during the forecast period, this trend is not expected to spread to men’s toiletries, where economy products are expected to remain the norm until at least the end of 2027. Premium men’s deodorants and premium men’s bath and shower are likely to prove appealing to Romanian consumers as deodorants and mother shall are widely regarded as basic gain nothing from the cachet of a premium positioning and/or expensive added value features.
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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.
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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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