Men's Grooming in Romania

2021 DEVELOPMENTS

Lifting of pandemic-related restrictions and more time spent outside of the home boost demand for men’s grooming products

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.

Slowing growth for razors and blades, but growing consumer interest in men’s toiletries

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 continues to lead, benefiting from the popularity of its Gillette brand

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.

PROSPECTS AND OPPORTUNITIES

Fuller recovery expected for men’s grooming as men return to workplaces in 2022

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-commerce set for dynamic growth as consumers continue to benefit from the channel’s convenience and ease of use

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.

Mass men’s grooming set for stronger performance than premium men’s grooming as economic uncertainty lingers

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.