Romania

Toys and games registered another year of growth in 2018 in a context of further economic development in Romania. Consumers are more aware of product specifications and place more emphasis on quality. Given the high exposure of children to media ...

Aggressive advertising campaigns of the major international licenses and their extensive presence in various media channels have a positive impact on the sales of traditional toys because Romanian children are highly exposed to media outlets. Not ...

Video games recorded another year of growth in 2018. Physical computer and console gaming is becoming outdated due to fast technological advancements. There is a clear shift towards digital versions of gaming, which weighs against the disc-based ...

The most important driver for the performance of baby and child-specific products in 2018 was the higher average income, which was a consequence of three years of strong growth in the economy, and the government increasing the wages of public ...

Bath and shower benefits from being considered a basic necessity by consumers. Rising disposable incomes over 2016-2018 led to changes in lifestyles, with an increasing number of consumers demanding better quality products with added benefits. This ...

Higher disposable incomes and increasing concern about appearance were the principal sources of the strong growth in colour cosmetics in 2018. Skin benefits, such as reducing the signs of age-related imperfections on the skin, have been important for...

Sales of deodorants witnessed good growth in 2018. For the majority of Romanians, deodorants are perceived as necessary products to mask and supress body odours. The country has seen a shift to more modern lifestyles, with rising urbanisation and a ...

Depilatories saw rapid growth in 2018, as women are becoming increasingly aware of their beauty needs. Urbanisation and busy lifestyles fuelled increasing demand for do-it-yourself methods for hair removal. This is the reason why, when choosing ...

Fragrances is the largest category within beauty and personal care. This is attributable to the traditional consumption of fragrances, which have long represented one of the most sought products for self-expression, although access to international ...

Hair care is an increasingly mature category, thanks to changes in lifestyles that followed better education and higher disposable incomes. Media and advertising campaigns continue to play an important role in the growth of the category, and the ...

Rising disposable incomes led to changes in lifestyles in 2018, especially in cities seeing significant economic activity. Consumers have become more discerning not only in terms of purchasing decisions but also when it comes to creating a certain ...

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 ...

The rural population represents a high proportion of the total, and this affects consumption of oral care. According to studies, about 80% of sales of oral care are accounted for by urban areas. The gap has decreased in volume, but increased in ...

The positive performance of beauty and personal care in 2018 was mainly the result of rising incomes in the latter part of the review period. Growth in the economy made it possible for the government to increase the minimum wage and the pay of public...

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. Regardless of the differences in purchasing power between regions and within the...

Skin care was dynamic in 2018, stimulated by consumers’ increasing interest in their appearance. Benefits such as healthy, glowing and youthful skin were sought after by urban women. The upward trend in the average income over the period 2016-2018 ...

Seasonality continues to be high within sun care, reflecting the climate in Romania, which has cold weather for more than half of the year. Demand for sun care products remains concentrated during the June-September period. ...

Economic growth and a consequent increase in incomes continue to benefit cat food sales in cities where cats are increasingly regarded as companions and preferred by those living in smaller homes. The capital and large cities accounted for the ...

The double-digit growth of dog food in 2019 is attributable to economic growth and a rise in disposable incomes. This has resulted in growing concern for the wellbeing and health of dogs. This trend is mostly being seen amongst higher-income ...

The number of other pets, including fish, birds and small mammals per capita in Romania is very low. Ownership of these pets is almost totally concentrated in large urban areas. However, these pets exotic image makes them increasingly attractive to ...