Romania

In 2023, sun care in Romania witnessed another year of surging retail volume and current value sales, remaining one of the most rapidly expanding categories within beauty and personal care. Part of the reason for continued dynamism was that sales of…

Skin care was one of the most dynamic categories within beauty and personal care in 2023, experiencing robust growth in both retail volume and current value terms. Romanian consumers are increasingly interested in the regular use of skin care…

Premium beauty and personal care experienced a third year of double-digit current value growth in Romania in 2023; albeit at a lower rate than seen in the previous two years. This continued strong performance was tied to the loyalty consumers often…

While oral care saw little movement in Romania in retail volume terms in 2023, it demonstrated a significant current value growth trajectory, similar to that seen in 2022, due to continued price rises. Volume growth was observed for non-essential…

Although overall volume sales in men’s grooming continued to see a slight decline in 2023, the category experienced stable solid growth in current value terms in Romania, driven by rising prices. There was a surge in the number of companies…

Continuing the trend from 2022, mass beauty and personal care saw dynamic current value growth in Romania in 2023. Mass brands remain the default choice for the vast majority of consumers across all beauty and personal care categories. Several…

In 2023, hair care in Romania demonstrated robust growth, with a low increase in retail volume terms, and a strong-single digit increase in current value terms. Current value growth was recorded across all categories, whilst a more mixed performance…

In 2023, fragrances in Romania continued to experience current value growth, although volume sales maintained their declining trend. This phenomenon was attributed to consumers’ willingness to pay higher prices for fragrances, resulting in fewer…

Depilatories continued to experience low retail volume growth and a strong current value increase in Romania in 2023. This category is characterised by its maturity and limited premiumisation, with the notable dominance of a few well-established…

In 2023, deodorants in Romania exhibited robust growth in current value terms, albeit seeing only a low increase in volume terms. This positive trend marked a rebound following the setback experienced during COVID-19, which led to contractions in…