The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.

The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.
The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia, Lithuania.

Saturday, 27 June 2015

Beauty, personal care and cosmetics in the Emerging Markets in Europe


The Emerging Markets in Europe, such as Romania, Poland, the Czeck Republic, Hungary, the Baltic States etc. benefit from dynamic GDP growth, increasing purchasing power and demand from end consumers, as well as investment from foreign brands and retail chains which contine their expansion in 2015.

The market is dominated by imported brands.

For instance, in 2014 the sales of cosmetic products in Romania increased by 5% compared to 2013.  Moisturizer is used by 77% of urban women, followed by Cleansing lotion / milk (65%), Toner (46%), Face masks (45%) and Nourishing cream (43%). The national average differences are found in the 40-60 year age category, where Any-wrinkle creams category is on the third position with 57%.

The imports of beauty and skincare products have recorded in Romania:
- over 64 million EUR in 2011, up by approximately 6% compared to 2010
- almost 70 million EUR in 2012, up by some 8% compared to 2011
- approximately 68 million EUR in 2013, a y/y decrease of 1.2%
- almost 73 million EUR in 2014, up by approximately 6.5% compared to 2013.

Store chains such as Sephora already reached a network of 25 stores in Romania and their expansion plans continue for 2015-2016 due to increasing demand. As a reaction to local market preferences, L'Oreal recently opened the first store under the premium brand Kiehl's in Romania. Douglas Romania, a subsidiary of retailer Douglas Holding, has reached in May 2015 a number of 18 stores in Romania by opening its new store in the shopping center Mega Mall. Marionnaud Perfumeries Romania already has a network of 30 stores and will continue its expansion in the medium term.

In Poland too, the beauty and care store chains continue their expansion in 2015, after having been adding some 150-170 shops per year during the last 3-4 years. It is estimated that over 200 new stores will be opened in 2015.

The dynamic sales growth through parapharmacies and drugstores is particularly evident in Poland alongside fast-growing chains of leading operators such as Jeronimo Martins (Biedronka discounters and Hebe drugstores) and Rossmann SDP (Rossmann drugstores).

In Hungary also the beauty and personal care demand from the end consumers continues to grow in 2015.  Due to rising incomes, consumers are able to spend more in retail. It is expected that they will increase their spending on beauty and personal care products as well. 

The imports of beauty and skincare products have recorded in Poland:
- almost 214 million EUR in 2011, up by approximately 3% compared to 2010
- approximately 216 million EUR in 2012, up by some 1% compared to 2011
- some 219 million EUR in 2013, up by almost 2% compared to 2012
- over 243 million EUR in 2014, up by around 11% compared to 2013.
  
The imports of beauty and skincare products have recorded in Hungary:
- around 58 million EUR in 2011, up by almost 18% compared to 2010
- almost 60 million EUR in 2012, up by some 3% compared to 2011
- some 87 million EUR in 2013, up by around 46% compared to 2012
- approximately 95 million EUR in 2014, up by some 9% compared to 2013.
  
The imports of beauty and skincare products have recorded in Bulgaria:
- approximately 25 million EUR in 2011, up by almost 5% compared to 2010
- some 24.5 million EUR in 2012, a y/y decrease of some 2%
- around 28.5 million EUR in 2013, up by some 16% compared to 2012
- over 31 million EUR in 2014, up by approximately 10% compared to 2013.
  
The imports of beauty and skincare products have recorded in the Czech
Republic:
- over 110 million EUR in 2011, up by almost 10% compared to 2010
- approximately 119 million EUR in 2012, up by some 8% compared to 2011
- some 125 million EUR in 2013, up by approximately 5% compared to 2012
- around 122 million EUR in 2014, a y/y decrease of over 2%


For tailored market opportunity assessment, product introduction and B2B matchmaking with players in the sector in Romania or other markets in CE and Eastern Europe, feel free to contact us at:
email: europa@frdcenter.ro
tel: +4021 411 1459/60/61


FRD Center provides market research in Eastern Europe and the region, B2B matchmaking in the CEE and SEE, investment and M&A assistance in Romania, in CEE and SEE.

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