Executive Summary

Jun 2019
PROSPECTS
Premium products show good prospects

Premium beauty and personal care saw a strong performance in 2018. The main reasons for this were increasing disposable incomes and demand for a more personalised image.

Premium fragrances lead sales

Fragrances was the best-selling category within premium beauty and personal care in 2018. Premium brands continue to have resonance in Romanians’ minds, despite the periods when low income levels mainly stimulated sales of mass products, The diversity of the offer and the presence of international brands have maintained premium fragrances’ leading position.

Internet retailing drives sales of premium beauty and personal care

E-commerce has changed consumers’ attitudes towards premium beauty and personal care products in recent years. Internet retailing has seen rapid growth, from a small base, and was the most dynamic channel for sales of premium brands over the review period.

COMPETITIVE LANDSCAPE
L’Oréal Romania SRL holds leadership

The leading position of L’Oréal Romania SRL is a result of the strength of premium pharma brands like Vichy and La Roche-Posay, as well as premium fragrances brands like Armani, Lancôme, Yves Saint Laurent and Cacharel, and L’Oréal Professionel in salon hair care. L’Oréal’s brands benefit from strong customer recognition and a premium image established over a long period of time.

Premium pharma brands attract consumer interest

The growth of pharma brands is a reflection of the rising consumer interest in health and wellness, as well as higher disposable incomes. Chemists/pharmacies are considered the best place to purchase health-orientated products, and the products containing natural ingredients sold through this channel benefit from a high level of trust among consumers.

Brand fragmentation is high

Premium beauty and personal care is highly fragmented at brand level. Only a few major brands, such as Chanel and Dior, benefit from being advertised through the most important media, such as TV.

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Premium Beauty and Personal Care in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Premium Beauty and Personal Care industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Premium Beauty and Personal Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Premium Beauty and Personal Care in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • What is the market size of Premium Beauty and Personal Care in Romania?
  • What are the major brands in Romania?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Premium Beauty and Personal Care in Romania - Category analysis

HEADLINES

PROSPECTS

Premium products show good prospects
Premium fragrances lead sales
Internet retailing drives sales of premium beauty and personal care

COMPETITIVE LANDSCAPE

L’Oréal Romania SRL holds leadership
Premium pharma brands attract consumer interest
Brand fragmentation is high

CATEGORY DATA

Table 1 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Romania - Industry Overview

EXECUTIVE SUMMARY

Growth in the economy drives sales
Consumer demand moving towards healthy lifestyles
International companies dominate the landscape
New launches meet demand for natural and healthy products
Beauty and personal care is expected to see a trend towards premiumisation

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources