Men’s grooming in Romania performed well in 2025, supported by increasing consumer awareness and expanding retail penetration. Retail value sales amounted to RON1,567 million, representing a notable growth of 9% on the previous year and reflecting robust demand. This growth is aligned with a positive economic backdrop, where consumer expenditure reached RON1,153.7 billion in 2025, indicating rising consumer purchasing power despite a slight population decline to 19,036 million.

Oral care in Romania experienced robust growth in 2025, with retail value sales reaching RON875 million, marking a 10% increase on the previous year. This growth outpaced real GDP growth for Romania in 2025, which stood at 1%, indicating strong consumer demand within the category despite the overall modest economic expansion. Consumer expenditure reinforces this growth potential, showing a steady increase in spending power, rising to RON1,153.7 billion in 2025. Although the population has slight

Beauty and personal care in Romania demonstrated resilience in 2025, achieving retail value sales of RON11.9 billion with growth of 9% despite economic austerity and heightened consumer price sensitivity. This performance underscores the market’s attractiveness, driven by a dual consumer base: price-conscious shoppers favouring private label and promotional offers, and affluent urban consumers prioritising premium, scientifically advanced products. Sustainability is emerging as a critical consid

In 2025, deodorants in Romania experienced growth in both retail value and volume terms despite a challenging economic environment. Retail value sales reached RON933 million in 2025, reflecting a substantial growth of 13% compared to 2024, signalling strong consumer demand and effective market strategies. This growth occurs in the context of Romania’s high inflation rate, resulting in increased consumer reluctance and a shift towards promotional purchasing behaviours. Both retailers and brand ow

In 2025, sun care was one of the best performing beauty and personal care categories in Romania, supported by prolonged warm weather, which positively influenced consumption patterns. Consumers increasingly use sun care products beyond the traditional summer months, applying them in late spring and early autumn, as well as during winter outdoor activities, such as skiing or hiking. This shift is accompanied by growing awareness and education about sun protection benefits throughout the year, inc

In 2025, bath and shower in Romania experienced an increase of 8% in retail value sales, reaching RON934 million. This value growth is influenced heavily by the prevailing high inflation rate, which boosts nominal spending despite the relatively modest real GDP growth of 1%. Promotional activities played a significant role in stimulating demand in the category during 2025. Consumers exhibit an increased sensitivity to special deals and discounts, which manufacturers and retailers leverage to enc

In 2025, retail value sales of colour cosmetics in Romania reached RON1,636 million, showing growth of 7% compared to the previous year. This growth rate represents a moderation from higher double-digit increases in earlier years but indicates continued expansion despite an anticlimactic economic landscape. The real GDP growth for Romania in 2025 was 1%, reflecting a subdued macroeconomic environment, while inflation stood at 7%, highlighting the cost pressures that consumers face.

In 2025, hair care in Romania demonstrated growth in both value and volume despite a challenging economic backdrop. Retail value sales reached RON1,717 million, with 9% growth, supported by rising consumer interest in health and hygiene. Although the Romanian population is showing a slight decline, consumer expenditure continues to increase, reflecting evolving spending patterns prioritising quality and wellness.

Depilatories in Romania experienced robust growth in 2025, with retail value sales reaching RON147 million, reflecting growth of 7% on the previous year. This is notable within the eastern European region and aligns with rising consumer expenditure of RON1,153.7 billion observed in Romania in 2025, indicating increased purchasing power, despite a slight population decline to 19,036 million. Price sensitivity has intensified in 2025 due to consumers managing tighter budgets, leading to an increas

Fragrances in Romania demonstrated strong growth and resilience in 2025, with retail value sales reaching RON2,014 million, representing a 10% increase compared to 2024. The category benefits from both the growing premium segment and the democratisation of fragrances through more accessible mass offerings, reflecting an evolving consumer base with increasing sophistication.

In 2025, skin care in Romania exhibited a positive performance despite economic challenges and government austerity measures that led some consumers to postpone purchases. The category achieved strong growth in both retail value and volume terms, showcasing resilience within beauty and personal care. This growth is supported by expanding product availability, ongoing innovation and evolving consumer lifestyles that attract a broader demographic, including all age groups. The rising popularity of

Baby and child-specific products in Romania demonstrated consistent growth in 2025, with retail value sales of RON349 million, reflecting a growth rate of 10% compared to the previous year. This positive trajectory aligns with broader economic indicators such as steady consumer expenditure growth, which reached approximately RON1,153.7 billion in 2025, and a stable real GDP growth rate of 1%. Despite a slight decline in total population to 19,036 million individuals, rising consumer spending pow

Mass beauty and personal care in Romania showed positive retail value growth in 2025, reaching RON7,937 million, reflecting an 8% increase compared to 2024. This growth occurs despite a cautious economic backdrop characterised by moderate real GDP growth and inflation at 7%. Romanian consumers demonstrate heightened price sensitivity and a preference for promotions, as shown by retailers continuing to rely heavily on discounting and special offers to sustain consumer interest amid budget pressu

In 2025, premium beauty and personal care in Romania demonstrated robust growth, with retail value sales reaching RON2,630 million, reflecting a 12% increase on the previous year. This growth outpaces broader regional expectations and underlines the resilience of premium offerings despite a challenging economic backdrop. Consumers exhibit a preference for brands associated with quality and prestige, viewing these products as investments that provide tangible results and emotional satisfaction.

Romania’s tissue and hygiene landscape in 2025 demonstrates strong resilience, with a retail value growth of 10% year-on-year—outpacing regional performance despite a challenging climate marked by inflation, austerity, and a declining population. The environment is increasingly competitive and attractive for agile players, as rising price sensitivity fuels the rapid expansion of private label and larger pack sizes, while premiumisation emerges at the opposite end with a growing cohort of consume

Menstrual care continued its moderate upward trajectory in Romania, with retail volume reaching 1.0 billion units in 2025, marking a 3% increase over 2024. This rate is slower than the growth seen in earlier years, reflecting both the tightening economic context and evolving consumer expectations. The value of retail sales in constant local currency jumped 13% to RON736 million, demonstrating the combined effect of price adjustments, premiumisation, and expanded distribution. In the regional con

In 2025, away-from-home tissue and hygiene in Romania recorded continued value and volume growth, even as the economic backdrop remained challenging. Value sales increased by 8% to RON109 million, driven predominantly by price increases rather than by volume expansion. The hospitality, restaurant, and catering channel (horeca) remained resilient, with businesses relying on promotional offers such as happy hour deals and fixed-price menus to attract customers amid economic uncertainty. Despite st

Wipes experienced a robust retail value performance, up 11% to RON365 million in 2025. While the pace of growth slowed from earlier periods—2024 registered a 13% increase—wipes still outperformed many other categories within tissue and hygiene. This strong performance is underpinned by the ongoing diversification of retail channels, with general purpose wipes remaining the most widely available and contributing the largest share of sales. The Romanian context remains shaped by positive convenien

Retail tissue recorded growth in both volume and value terms in 2025, although the pace of growth slowed compared to earlier years. Volume reached 142,000 tonnes, up just 1% from the previous year, while retail value jumped by 10% to RON1.6 billion. This points to ongoing pricing pressures and a willingness among consumers to pay more for products that meet specific needs. This pattern reflects a local environment where inflation and budgetary pressures remain influential, with price sensitivity

In 2025, nappies/diapers/pants in Romania experienced a marked divergence between value and volume performance, shaped by significant macroeconomic pressures and evolving consumer behaviour. Overall retail volume rose modestly to 677 million units, reflecting the ongoing impact of Romania’s declining birth rate, which saw the lowest number of births in a century in 2024, with preliminary 2025 figures confirming the downward trend. Despite this stagnant volume, value sales increased more robustly

Retail adult incontinence in Romania demonstrated robust growth in 2025, with volume reaching 27 million units and current value sales totalling RON104 million. This continued strong performance stands out within the tissue and hygiene landscape, driven by demographic trends such as population ageing, increased life expectancy, and the reduced stigma associated with incontinence products. Retail adult incontinence remained one of the fastest-growing categories in both volume and value terms in 2

Toilet care sales continued to grow in 2025, driven by increasing penetration and expanding shopping baskets, with consumers more likely to buy product bundles. However, the overall economic context, marked by austerity measures and political instability, hindered the performance. The median disposable income per household in Romania was RON128,491 in 2025, up from RON117,909 in 2024, indicating a growing economy.

Home care in Romania demonstrated a mixed performance in 2025, with a slight growth in retail volume sales and a more significant increase in retail value sales. This was largely due to consumers seeking premium and sustainable products. Retail value sales increased by 9% to RON5.2 billion, influenced by the macroeconomic environment and consumer behaviour. With a median disposable income per household of RON128,491, consumers are cautious but willing to spend on premium home care products, part

In 2025, Romania’s dishwashing market saw an increase in value, primarily due to inflation and a move toward premium products. The total retail sales price (current, local currency) hit RON520 million, marking an 11% rise. This growth was mainly propelled by a higher VAT and new government taxes introduced in July 2025, which pushed up unit prices. Consequently, some shoppers opted for more budget-friendly options and private label ranges.