Most often the low spending of Romanians on personal and household care products is thought to be due to the significant differences in spending between rural and urban areas. The lack of education and the many homes still without running water keep the figures low. More than of Romania’s population lives in rural areas, the highest percentage in Europe.
The difference in shampoo consumption between urban and rural areas is not so great, though. Euromonitor says the shampoo penetration rate is 93%, which means most households in Romania use such a product.
“In comparison, other types of products, like conditioner, coloring or styling products have a penetration rate of only 30%. Still, their sales rose a lot in 2016,” Euromonitor says.
(English version by Loredana Fratila-Cristescu)