Fragrances in Romania is poised for a return to volume growth in the forecast period, with a slightly positive CAGR anticipated, whilst current value growth is expected throughout the forecast period. Despite facing economic uncertainties and inflationary pressures, the category is expected to exhibit resilience, particularly driven by the popularity of premium fragrances, which is set to maintain positive volume growth, whilst mass fragrances will maintain its declining trend at the beginning of the forecast period before returning to growth later in this period.
The enduring consumer desire for wellbeing and self-esteem is expected to underpin the demand for fragrances, especially premium products, in the forecast period. Romanian consumers’ inclination to indulge in fragrances as a means of enhancing their confidence and self-assurance will further fuel the growth prospects for the category.
In 2023, direct selling continued to account for a significant share of sales of fragrances, with direct selling brands most popular in smaller cities and regional towns, as well as in rural areas of the country, where the availability of premium fragrances brands in stores is limited. The popularity of direct selling is also linked to the adverse economic context and high inflation, with many consumers perceiving direct selling as representing excellent value for money, especially when it comes to mass fragrances.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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