Executive Summary

Mar 2019
PROSPECTS
More active lifestyles increase the popularity of thinner and more comfortable options

Slim/thin/ultra-thin towels saw the fastest current value increase within sanitary protection in 2018, maintaining the changing dynamic between thin and standard products. Income growth led to changes in consumers’ perceptions and lifestyles.

Rising purchasing power triggers greater demand for high-quality products

A major trend in sanitary protection in 2018 was the shift towards better-quality or premium products. This was mostly due to higher purchasing power, which resulted from significant growth in wages.

Higher current value growth expected in the forecast period

Sanitary protection is expected to continue to see strong growth in the forecast period. Stronger growth than that seen in the review period is expected in current value terms, but not in volume terms.

COMPETITIVE LANDSCAPE
Procter & Gamble Distribution holds the largest value share

There is a clear leader in sanitary protection in Romania. In 2018, Procter & Gamble Distribution maintained its leading position, accounting for half of overall value sales due to product innovation and social responsibility campaigns.

The global women’s empowerment trend is present in commercials

The women’s empowerment movement had an impact on the promotion of sanitary protection products during 2018. In this year, the global context saw women’s empowerment in a wide variety of fields, one of them being sanitary and hygiene.

Brands conduct awareness-raising campaigns aiming to gain brand loyalty

Brand loyalty plays a key role within sanitary protection. Therefore, many brands are using various strategies to keep consumers engaged.

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Sanitary Protection in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Romania market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Sanitary Protection in Romania?
  • What are the major brands in Romania?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Romania - Category analysis

HEADLINES

PROSPECTS

More active lifestyles increase the popularity of thinner and more comfortable options
Rising purchasing power triggers greater demand for high-quality products
Higher current value growth expected in the forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble Distribution holds the largest value share
The global women’s empowerment trend is present in commercials
Brands conduct awareness-raising campaigns aiming to gain brand loyalty

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Romania - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is on the rise in Romania
A shift towards higher-quality and premium products
Investing in innovation and advertising campaigns
Hypermarkets remains consumers’ favourite distribution channel
Optimistic performance for tissue and hygiene over the forecast period

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources