Romanian consumers are spending more on personal care and beauty products in 2016 and 2017. The products in these categories are supplied by major international players - such as P&G, Johnson&Johnson, Unilever etc. - as well as by local producers, by private labels of major retail chains and imported brands.
According to market analysts, the Romanian market of cosmetics, personal care and perfumery is estimated to 1.2 bnEUR. The y-t-y market growth is estimated at 7%.
The sales of dermocosmetics in Romania increased by 25% in the second quarter of 2017, reaching 13.8 mEUR, according to the Romanian Association of Non-Prescription Drugs, Food Supplements and Medical Device Manufacturers.
The Romanian consumers prefer to purchase cosmetics products in brick&mortar stores, followed by pharmacies, and beauty salons. At the same time, the online sales have significantly increased in the last 2-3 years.
Some of the strongest local beauty and personal care brands are Farmec and Elmiplant.
In the first six months of 2017, Farmec recorded a turnover of 23 mEUR, up 9% year-on-year. The company runs 19 local stores under the Farmec and Gerovital brands. Recently, it has inaugurated their eighth brand store since the beginning of the year. The company plans to open two more units until the end of 2017 and 8 new Gerovital stores in 2018.
The Elmiplant brand is part of the Sarantis group and has a portfolio of approximately 160 skin care products, distributed nationwide in both modern and traditional retail. The brand was established in 1992 in Romania. Sarantis Romania reached a turnover of 57.6 mEUR in 2016, up 25% over the previous year.
Cosmetic Plant, one of the main local producers of cosmetics, registered in H1 2017 a turnover by around 15% higher than the same period of 2016.
Sources include: Romania-Insider.com, Business-Review.ro, the Companies
Romania is the most dynamic economy in Europe, having registered a 8.8% GDP growth in Q3 2017 and a GDP growth of 7% for the first nine months of the current year. Romanian consumption is registering double-digit growth for the last 2 years.
In respect to cosmetics, personal care, perfumery and skin care products, the Romanian consumer is preferring more and more the natural products, with traditional ingredients and natural fragrances.
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