Beauty and Personal Care in Romania
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN ROMANIA
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Limited impact on mass beauty and personal care due to hygiene boom and consumers opting for mass products over premium
Mass skin care sees boosted sales as consumers have more time at home to develop a proper skin care routine
Larger package formats popular as consumers stockpile essentials
RECOVERY AND OPPORTUNITIES
Mixed recovery expected for mass beauty and personal care with some categories dependent on the relaxation of COVID-19 restrictions
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 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Strong declines for premium categories as lower purchasing power reduces sales
Strong e-commerce sales limit damage to premium sales decline
L'Oréal Romania remains clear leader with strong resources and the ability to adapt to the changing category landscape
RECOVERY AND OPPORTUNITIES
Premium dermocosmetics set for new entrants as trend gains traction
Premium colour cosmetics, fragrances, and sun care set for slowest recovery due to dependence on COVID-19 restrictions
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 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Decreased purchasing power leads to consumers switching to cheaper products
E-commerce boom as online businesses face significantly increased interest
Johnson & Johnson Romania continues to lead despite sliding share
RECOVERY 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 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
BATH AND SHOWER IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Growing sales of bath and shower driven by concerns over personal hygiene
Uncertainty leads to stockpiling with consumers seeking price promotions
Increasing demand for natural products in bath and shower
RECOVERY AND OPPORTUNITIES
Drop in sales in 2021 as demand for bath and shower normalises
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 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
COLOUR COSMETICS IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Strong decline for colour cosmetics slowed by importance of daily beauty routine amongst both teenagers and adults
Facial make-up sees strongest declines due to face mask regulations
Nail salon closures lead to consumers performing treatments at home
RECOVERY AND OPPORTUNITIES
Strong growth for e-commerce expected as players continue to invest in advertising and collaborations
Harsh economic climate to slow recovery for premium colour cosmetics
Dermocosmetics set for growing interest as consumers seek products kind to their skin
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
DEODORANTS IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Declines for deodorant sales as consumers spent extended time at home
Romanians choose large deodorant formats and show preference for sprays over sticks whilst travel restrictions are in place
International players dominate deodorants, with Farmec the only local player
RECOVERY AND OPPORTUNITIES
Strong prospects for e-commerce as consumers adapt to shopping online
Deodorant sticks set for strong growth in line with relaxation of travel restrictions
"Free-from" and naturalness trends set to drive deodorant product development
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
DEPILATORIES IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Hair removers/bleaches the exception to sales declines as beauty salon closures lead to consumers performing treatments at home
Women opt for men's pre-shave products as few women-focused brands are available
Demand for natural ingredients increasing in hair removers/bleaches
RECOVERY AND OPPORTUNITIES
Recovery expected in line with relaxation of COVID-19 social restrictions
IPL epilation technologies set to threaten the future of depilatories
Poor prospects for hair removers/bleaches as consumers return to salons for professional wax treatments
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Strong declines as social restrictions remove incentive to use fragrances
Direct selling remains leading distribution channel; e-commerce sees strong gains as consumers increasingly turn online
Premium fragrances no worse off than mass fragrances as consumers who can afford it continue to purchase their favourite brands
RECOVERY 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 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Closures of hair salons leads to strong decline for sales of salon professional hair care products
Medical shampoos see higher demand as consumers become more aware of specific brands
Fragmented hair care is dominated by international players that most resilient against the impact of the pandemic
RECOVERY 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 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN'S GROOMING IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Men's grooming sees declines as reduced disposable income and limited need to maintain appearance deter purchases
Slowing growth for razors and blades, but growing consumer interest in men's toiletries
Procter & Gamble continues to lead as Avon losing share and continues to slip down the rankings
RECOVERY AND OPPORTUNITIES
Strong recovery expected for men's grooming as social restrictions are relaxed
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 damage lingers
CATEGORY DATA
Table 91 Sales of Men's Grooming by Category: Value 2015-2020
Table 92 Sales of Men's Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men's Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men's Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men's Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025
ORAL CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Mouthwashes/dental rinses see strong performance as consumers strive to take better care of oral hygiene
Electric toothbrushes see growth at the expense of battery toothbrushes as consumers perceive them as essential
GlaxoSmithKline narrowly holds top position; private label growth is slowed
RECOVERY 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 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
SKIN CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Extended time at home and online skin care advice leads to growing consumption of category products
Strong sales via e-commerce as consumers stay home to avoid the virus
Farmec continues to lead skin care, while innovation is driving facial care growth
RECOVERY 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 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN CARE IN ROMANIA
KEY DATA FINDINGS
2020 IMPACT
Travel restrictions strongly reduce demand for sun care as consumers
More educated consumers reducing the seasonality factor in sun protection
Product innovations popular with Romanians with dermocosmetics strongly growing
RECOVERY AND OPPORTUNITIES
Strong prospects for sun care as travel restrictions relax and consumers use more regularly 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 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025