At the opposite end, just EUR80 million went to deodorants and around EUR100 million were spent on shower and bath products. The gap also comes from the smaller prices of the latter.
The overall market posted a slight increase, by almost one percent, but it is expected to step up growth in the coming years.
Sums spent by Romanians on cosmetics registered shy increases in the past years marked by the crisis and falling consumption. The consumption appetite bounced back starting 2011, after the market had slipped during the previous years.
Romania’s market is underdeveloped, as each Romanian spent on average EUR52 in 2013 on such products. By comparison, a French citizen spent around five times more, according to ZF data. However, Romania’s average salary is five-six times smaller than in France and prices are often similar.
The Romanian cosmetics market has been atypical until recently, being characterized by high popularity of players on the segment of direct sales.
However, recent years have seen sales in specialized stores, as well as in hypermarkets, supermarkets and discount stores also rise.
(English version by Catalina Apostoiu)