Sales of super premium beauty and personal care products have dipped in 2020 as a result of the pandemic, although the decline has been markedly less acute than any other luxury product. The fall in sales was caused by a mixture of factors.
The government response to the pandemic has hit sales of super premium beauty and personal care products in other, less direct, ways in 2020. The closure of non-essential businesses and a rise in consumers working from home where possible reduced the need for women to wear make-up that might be considered appropriate for the office environment.
The share of value sales of super premium beauty and personal care generated by e-commerce is set to almost double in 2020. Unlike many other luxury categories, online generates a meaningful amount of value sales in Romania, typically from repeat buyers who are highly brand and product loyal.
Volume sales of super premium beauty and personal care are set to have mostly recovered by 2022, a faster recovery than other luxury goods. This reflects the more essential, habitual use of these products by Romanian consumers.
Super premium beauty and personal care in Romania remained underdeveloped by comparison to other EU countries. This helped drive growth over the review period, as value sales emerged from a low base, and will continue to offer opportunity over the forecast period as the economy recovers.
Although e-commerce sales of super premium beauty and personal care are set to outgrow traditional retail channels, non-grocery specialists will continue to dominate sales of these products over the forecast period, and as such remain key to the development of the category. Experiential pleasure remains an important part of the purchase cycle for many consumers, who may be researching brands and products online, but are going in-store to sample new beauty and personal care products, ask expert advice and make the purchase.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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