The Romanian toothpaste market is dominated by giants Colgate and Procter&Gamble, which do not have manufacturing operations in the country.
“We carry Aslamed, Pell Amar and Vivanatura brands in our stores to promote Romanian manufacturers and give the dm customers diversity,” the officials of dm drogerie markt cosmetics retail chain told ZF. The retail chain posted 256 million lei (EUR56 million) sales in 2016.
The oral care market – sales of toothpaste, toothbrushes and other related products, is dominated by the two US groups – Procter&Gamble (P&G) and Colgate-Palmolive, which account for 70% of it, mainly through the Blend-a-Med and Colgate brands. Market research company Euromonitor puts the market at EUR70 million.
“Our toothpaste brand is available in about 400 stores and pharmacies. Toothpastes can be found in herbal stores, independent pharmacies, drug stores, we do not have a presence in hypermarket chains,” said the officials of the Pell Amar company, which sells its products under the Pell Amar brand.
Pell Amar Cosmetics, a dermo-cosmetics company, entered the toothpaste segment in 2010. The company owns a plant in Balta Alba, Buzau County, and the products contain therapeutic mud extract.
Pell Amar Cosmetics posted RON2.6 million revenue in 2016, almost three times higher than in 2015. The oral care segment accounts for 10% of its sales, its officials said.
Cluj-based Farmec, the largest coal cosmetics manufacturer, has been operating on the oral care market with its Aslamed brand for a number of years. Farmec makes clay and plant-based toothpaste for sensitive teeth. It posted RON196.8 million revenue last year, up 14% on 2015.
Viva Natura makes toothpaste under the Gennadent brand. The company posted RON4.9 million revenue last year, up 22% on 2015. (EUR1=RON4.5687)
(English version by Loredana Fratila-Cristescu)