Executive Summary

Feb 2019
PROSPECTS
Super premium beauty and personal care is underdeveloped

Super premium beauty and personal care in Romania was one of the least developed in Europe and in the region in 2018. In Romania, approximately half the population lives in rural areas, where the supply of super premium beauty and personal care is limited.

Consumer preferences for natural beauty products

The relatively low purchasing power in Romania, compared with other countries in the region, is undeniably one of the major factors leading local consumers to turn towards premium brands, to the detriment of super premium beauty and personal care. Other variables are also important, including the consumer preference for natural beauty products which are free from artificial additives.

Internet retailing slowly becomes an important distribution channel

Internet retailing is gradually becoming an important channel in the distribution of super premium beauty and personal care in Romania, although with a strong focus on fragrances. All major beauty and personal care retailers and brands run their own online shops.

COMPETITIVE LANDSCAPE
Christian Dior and Givenchy are leading brands

Christian Dior and Givenchy remained the leading brands in super premium beauty and personal care in 2017 in Romania. These two are among the most coveted and recognisable brands in Romania, and offer many luxury goods, including both beauty and personal care as well as apparel and accessories.

Innovation and portfolio extension leads to product premiumisation

Luxury beauty and personal care demands regular innovation as consumers search for innovative products that offer an optimal level of usage. Romanians, along with other nations, seek super premium cosmetics that address multiple concerns such as skin care and hair care within a minimal time span.

Romanian consumers slow to be convinced by luxury brands

Overall, Romanian consumers’ spending on super premium beauty and personal care continues to lag behind that of other European countries. One reason for this is the highly competitive retail landscape, with many international luxury brands in beauty and personal care only available through online retailers.

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Super 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 Super 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 Super 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 Super 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 Super Premium Beauty and Personal Care in Romania?
  • What are the major brands in Romania?
  • How dynamic is the growth of Super Premium Beauty and Personal Care internet sales?
  • What is driving growth?

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 function

Super Premium Beauty and Personal Care in Romania - Category analysis

HEADLINES

PROSPECTS

Super premium beauty and personal care is underdeveloped
Consumer preferences for natural beauty products
Internet retailing slowly becomes an important distribution channel

COMPETITIVE LANDSCAPE

Christian Dior and Givenchy are leading brands
Innovation and portfolio extension leads to product premiumisation
Romanian consumers slow to be convinced by luxury brands

CATEGORY DATA

Table 1 Sales of Super Premium Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2013-2017
Table 4 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2014-2017
Table 5 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2013-2018
Table 6 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2018-2023
Table 7 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Luxury Goods in Romania - Industry Overview

EXECUTIVE SUMMARY

New attributes for luxury goods
Luxury goods displays prominent growth
Competition is fierce
Luxury adapting to an omnichannel world
Challenges and opportunities facing luxury goods in Romania

MARKET DATA

Table 8 Sales of Luxury Goods by Category: Value 2013-2018
Table 9 Sales of Luxury Goods by Category: % Value Growth 2013-2018
Table 10 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2018
Table 11 NBO Company Shares of Luxury Goods: % Value 2013-2017
Table 12 LBN Brand Shares of Luxury Goods: % Value 2014-2017
Table 13 Distribution of Luxury Goods by Format and Category: % Value 2018
Table 14 Forecast Sales of Luxury Goods by Category: Value 2018-2023
Table 15 Forecast Sales of Luxury Goods by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources