"Deodorants in Romania" now available at Fast Market Research

With per capita value sales of €6 in 2014, deodorants was one of the few beauty and personal care categories in which Romania registered per capita consumption above the Eastern European average, which was €4 per capita in 2014. The highest value sales in 2014 were recorded in deodorant sprays and deodorant sticks, which combined accounted for 82% of total deodorants value sales in 2014. These products can be considered as basic personal care products which are used by virtually all Romanian consumers. The popularity of these well-known and highly recognised products explains the maturity of demand in each of deodorant sprays and deodorant sticks. Even so, the evolution of sales in these categories demonstrates that there is still potential for further growth and greater penetration and a possible migration towards higher priced products with increased functionality. The leading companies in deodorants in Romania have remained the same for several years and a strong movement towards modernisation and specialisation could be identified towards the end of the review period.

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Competitive Landscape

Unilever maintained the leading position in deodorants in 2014 with a 27% value share, which was in line with its value share in 2013. Unilever’s leading deodorants brands such as Dove and Rexona have enjoyed steady growth in recent years, while its smaller brands have also made a positive contribution to sales in the category and this has helped the company to preserve its leading position. Beiersdorf and Colgate-Palmolive were in second and third positions respectively in 2014, each with a value share of 15%. The top three companies combined accounted for 56% of total value sales in deodorants in 2014, placing them some distance from the remaining players in the category.

Industry Prospects

Even though deodorants are generally considered to be rather basic beauty and personal care products, the category was negatively affected by the recent economic crisis. Due to decreased budgets, many consumers reduced the amount of money they allocate to these purchases, with the most negatively affected products also being the most popular. Along the same lines, considering the economic recovery and the increasing disposable incomes expected in Romania during the forecast period, growth in deodorants is expected to favour the same product categories, and this is set to have a positive effect on the category as a whole.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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