Beauty and Personal Care in Romania

In 2021, beauty and personal care showed signs of recovery, after being negatively affected by the COVID-19 pandemic in the previous year. While hybrid working arrangements remained in place throughout the year, pandemic-related restrictions were gradually eased and social conditions returned to normal. As consumers began partaking in social gatherings again and resumed travel, demand for products such as colour cosmetics, men’s grooming and sun care grew.

The Beauty and Personal Care in Romania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Beauty and Personal Care market
Pinpoint growth sectors and identify factors driving change
Understand the competitive environment, the market’s major players and leading brands
Use five-year forecasts to assess how the market is predicted to develop.

List of Contents and Tables

Beauty and Personal Care in Romania
Executive Summary
Beauty and Personal Care in 2021: the Big Picture
2021 Key Trends
Competitive Landscape
Retailing Developments
What Next for Beauty and Personal Care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
Market Data
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 Gbo Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 Nbo Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 Lbn Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Disclaimer
Sources
Summary 1 Research Sources
Mass Beauty and Personal Care in Romania
Key Data Findings
2021 Developments
Romanian Women Show An Increased Interest in Skin Care
Demand for Bath and Shower Products Normalises as Pandemic-Related Fears Subside
E-Commerce Plays An Increasingly Important Role
Prospects and Opportunities
Fuller Recovery in 2022 as People Return to Normal Lifestyles
New Product Development Expected to Focus on Natural and Dermocosmetics Trends
Sustainability Set to be a Key Factor in Consumers’ Purchasing Decisions
Category Data
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 Nbo Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 Lbn Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Romania
Key Data Findings
2021 Developments
Increasing Awareness About the Benefits of Dermocosmetics Boosts Sales of Premium Beauty and Personal Care Products in 2021
L’Oréal Romania Remains Clear Leader with Strong Resources
E-Commerce Continues Its Upward March
Prospects and Opportunities
Premium Dermocosmetics Set for New Entrants as Trend Gains Traction
Clean Beauty Trend Will Benefit Premium Beauty and Personal Care
E-Commerce to Continue Growing as Affordable Luxury Brands Appeal to Consumers
Category Data
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 Nbo Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 Lbn Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Baby and Child-Specific Products in Romania
Key Data Findings
2021 Developments
Multi-Purpose Bath and Shower Products Fare Well
Growth Driven by Premium Baby and Child-Specific Products
Johnson & Johnson Romania Continues to Lead Despite Sliding Share
Prospects and Opportunities
Strong Growth Expected for E-Commerce with Price Promotions and Social Media Marketing Set to Entice Consumers
Promising Future for Natural and Organic Products, Particularly in Dermatological Baby and Child-Specific Products
Low-Birth Rate to Limit Volume Growth, Whilst Interest in Natural Products and Innovation Expected to Boost Current Value Growth
Category Data
Table 23 Sales of Baby and Child-Specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-Specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-Specific Products by Premium vs Mass: % Value 2016-2021
Table 26 Nbo Company Shares of Baby and Child-Specific Products: % Value 2017-2021
Table 27 Lbn Brand Shares of Baby and Child-Specific Products: % Value 2018-2021
Table 28 Lbn Brand Shares of Baby and Child-Specific Skin Care: % Value 2018-2021
Table 29 Lbn Brand Shares of Baby and Child-Specific Sun Care: % Value 2018-2021
Table 30 Lbn Brand Shares of Premium Baby and Child-Specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-Specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-Specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-Specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Romania
Key Data Findings
2021 Developments
Drop in Sales in 2021 as Demand for Bath and Shower Normalises
Demand for Non-Essential Bath and Shower Products Recovers as Initial Pandemic-Induced Anxiety Fades
Increasing Demand for Natural Products in Bath and Shower
Prospects and Opportunities
Hygiene Will Remain Important, Benefiting Sales of Liquid Soap
Hypermarkets to Remain Main Distribution Channel Despite Expected Strong Growth of E-Commerce
Demand for Hand Sanitisers/Gels Expected to Dip But Remain Higher Than Pre-Pandemic
Category Data
Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 Nbo Company Shares of Bath and Shower: % Value 2017-2021
Table 38 Lbn Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 Lbn Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Romania
Key Data Findings
2021 Developments
Colour Cosmetics Sees a Recovery in Demand as Social Conditions Gradually Return to Normal
E-Commerce Continues Its Upward March
Reopening of Nail Salons Negatively Affects Retail Sales of Nail Products
Prospects and Opportunities
Strong Growth for E-Commerce Expected as Players Continue to Invest in Advertising and Collaborations
Premium Colour Cosmetics Set to Benefit from the Growing Influence of Social Media
Dermocosmetics Set for Growing Interest as Consumers Seek Products That Are Gentle for Their Skin
Category Data
Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 Nbo Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 Lbn Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 Lbn Brand Shares of Eye Make-Up: % Value 2018-2021
Table 48 Lbn Brand Shares of Facial Make-Up: % Value 2018-2021
Table 49 Lbn Brand Shares of Lip Products: % Value 2018-2021
Table 50 Lbn Brand Shares of Nail Products: % Value 2018-2021
Table 51 Lbn Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Romania
Key Data Findings
2021 Developments
Deodorant Sales Rebound as Consumers Spend Longer Periods of Time Outside the Home
Perceived as More Natural, Romanians Increasingly Opt for Deodorant Sticks
International Players Dominate Deodorants, with Farmec the Only Local Player
Prospects and Opportunities
Strong Prospects for E-Commerce as Consumers Adapt to Shopping Online
Deodorant Sticks Set for Strong Growth as Romanians Start Travelling Again
`Free-From` and Naturalness Trends Set to Drive Deodorant Product Development
Category Data
Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 Nbo Company Shares of Deodorants: % Value 2017-2021
Table 58 Lbn Brand Shares of Deodorants: % Value 2018-2021
Table 59 Lbn Brand Shares of Premium Deodorants: % Value 2018-2021
Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 62 Forecast Sales of Deodorants by Premium vs Mass: % Value 2021-2026
Depilatories in Romania
Key Data Findings
2021 Developments
the Arrival of Summer and the Lifting of Pandemic-Related Restrictions Boosts Sales of Depilatories
Women Opt for Men’S Pre-Shave Products as Few Women-Focused Brands Are Available
Demand for Natural Ingredients Increasing in Hair Removers/Bleaches
Prospects and Opportunities
Steady Growth Expected as People Become More Concerned About Their Appearance Year-Round
Ipl Epilation Technologies Set to Threaten the Future of Depilatories
Poor Prospects for Depilatories as Consumers Return to Salons for Professional Wax Treatments
Category Data
Table 63 Sales of Depilatories by Category: Value 2016-2021
Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 66 Nbo Company Shares of Depilatories: % Value 2017-2021
Table 67 Lbn Brand Shares of Depilatories: % Value 2018-2021
Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Romania
Key Data Findings
2021 Developments
Premium Fragrances Sees a Faster Recovery Than Mass Due to the Growing Popularity of Online Shopping in Rural Areas
E-Commerce Sees Strong Gains as Consumers Increasingly Turn Online
as the Popularity of Direct Sellers Wanes, L’Oréal Groupe Inches Its Way Closer to the Top Position
Prospects and Opportunities
Premium Fragrances Set for Faster Recovery Than Mass; Unisex Fragrances Expected to See Growing Interest and Consumers Branch Out from Traditional Scents
Dynamic Growth Expected for E-Commerce as Consumers Continue to Use for Ease and Convenience
New Product Launches Expected from Arab Brands and Mass Brands Imitating Premium Brands
Category Data
Table 70 Sales of Fragrances by Category: Value 2016-2021
Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 72 Nbo Company Shares of Fragrances: % Value 2017-2021
Table 73 Lbn Brand Shares of Fragrances: % Value 2018-2021
Table 74 Lbn Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 75 Lbn Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Romania
Key Data Findings
2021 Developments
Reopening of Hair Salons Leads to Increase in Sales of Salon Professional Hair Care Products
Medical Shampoos See Higher Demand as Consumers Become More Aware of Specific Brands, to the Detriment of Standard Shampoos
Fragmented Hair Care is Dominated by International Companies That Benefit from Wider Product Portfolios and Strong Distribution Networks
Prospects and Opportunities
Targeted Hair Products Set for Growth as Consumers Increasingly Seek Specialised Hair Treatments
Strong Sales Expected Via E-Commerce as Online Portfolios Widen
Brands Expected to Increasingly Collaborate with Social Media Influences to Boost Awareness of Brand and Products
Category Data
Table 78 Sales of Hair Care by Category: Value 2016-2021
Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 81 Nbo Company Shares of Hair Care: % Value 2017-2021
Table 82 Nbo Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 83 Lbn Brand Shares of Hair Care: % Value 2018-2021
Table 84 Lbn Brand Shares of Colourants: % Value 2018-2021
Table 85 Lbn Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 86 Lbn Brand Shares of Styling Agents: % Value 2018-2021
Table 87 Lbn Brand Shares of Premium Hair Care: % Value 2018-2021
Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Romania
Key Data Findings
2021 Developments
Lifting of Pandemic-Related Restrictions and More Time Spent Outside of the Home Boost Demand for Men’S Grooming Products
Slowing Growth for Razors and Blades, But Growing Consumer Interest in Men’S Toiletries
Procter & Gamble Continues to Lead, Benefiting from the Popularity of Its Gillette Brand
Prospects and Opportunities
Fuller Recovery Expected for Men’S Grooming as Men Return to Workplaces in 2022
E-Commerce Set for Dynamic Growth as Consumers Continue to Benefit from the Channel’S Convenience and Ease of Use
Mass Men’S Grooming Set for Stronger Performance Than Premium Men’S Grooming as Economic Uncertainty Lingers
Category Data
Table 91 Sales of Men’S Grooming by Category: Value 2016-2021
Table 92 Sales of Men’S Grooming by Category: % Value Growth 2016-2021
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 95 Nbo Company Shares of Men’S Grooming: % Value 2017-2021
Table 96 Lbn Brand Shares of Men’S Grooming: % Value 2018-2021
Table 97 Lbn Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 98 Forecast Sales of Men’S Grooming by Category: Value 2021-2026
Table 99 Forecast Sales of Men’S Grooming by Category: % Value Growth 2021-2026
Oral Care in Romania
Key Data Findings
2021 Developments
Supply Shortages from China Negatively Affect Power Toothbrushes
Essential Nature of Toothbrushes and Toothpaste Supports Steady Growth
GlaxoSmithKline Narrowly Holds Top Position as the Company Educates Consumers About Specialised Oral Care Products
Prospects and Opportunities
Boosted Sales for Oral Care as Education Around Oral Hygiene Continue to Develop
Battery Toothbrushes to Continue Losing Popularity to Electric Toothbrushes
Hypermarkets to Remain Key Distribution Channel Despite Dynamic Expected Growth for E-Commerce
Category Data
Table 100 Sales of Oral Care by Category: Value 2016-2021
Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 102 Sales of Toothbrushes by Category: Value 2016-2021
Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 105 Nbo Company Shares of Oral Care: % Value 2017-2021
Table 106 Lbn Brand Shares of Oral Care: % Value 2018-2021
Table 107 Lbn Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 108 Lbn Brand Shares of Toothpaste: % Value 2018-2021
Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Romania
Key Data Findings
2021 Developments
Online Skin Care Advice Leads to Growing Consumption of Skin Care Products
Strong Sales Via E-Commerce as Consumers Appreciate the Easy Access to a Wide Range of Products and the Convenience of Home Delivery
L'oréal Leads Skin Care, while Innovation is Driving Facial Care Growth
Prospects and Opportunities
Growth Expected for Skin Care with Online Presence Set to Become Increasingly Important
E-Commerce Growth to Continue as Consumers Seek Special Online Deals and Continue to Avoid Exposure to VirUS
Dermocosmetics Set to Take Over Natural Trend Across Skin Care in Romania
Category Data
Table 113 Sales of Skin Care by Category: Value 2016-2021
Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 115 Nbo Company Shares of Skin Care: % Value 2017-2021
Table 116 Lbn Brand Shares of Skin Care: % Value 2018-2021
Table 117 Lbn Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 118 Lbn Brand Shares of Anti-Agers: % Value 2018-2021
Table 119 Lbn Brand Shares of Firming/Anti-Cellulite Body Care: % Value 2018-2021
Table 120 Lbn Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 121 Lbn Brand Shares of Premium Skin Care: % Value 2018-2021
Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Romania
Key Data Findings
2021 Developments
Sales of Sun Care Rise as Travel Restrictions Are Relaxed
More Educated Consumers Reducing the Seasonality Factor in Sun Protection
Product Innovations Popular with Romanians with Dermocosmetics Strongly Growing
Prospects and Opportunities
Strong Prospects for Sun Care as More and More Consumers Use Sun Protection in Their Daily Routine
E-Commerce Set for Strong Growth in Sun Care as Consumers Continue to Use for Convenience and Safety
New European Regulations Could Affect Sun Care Evolution
Category Data
Table 124 Sales of Sun Care by Category: Value 2016-2021
Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 126 Nbo Company Shares of Sun Care: % Value 2017-2021
Table 127 Lbn Brand Shares of Sun Care: % Value 2018-2021
Table 128 Lbn Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026