Romanian consumers

This Monday Questia Group brings fresh insights regarding personal care products and cosmetics. In our study, we highlight the frequency with which Romanian consumers buy such products, the channels they are buying them from, as well as what types of cosmetics and beauty products Romanians prefer. Our research was made through an online survey on our platform www.questia.ro covering 1,291 respondents. The survey was active between the 23rd and the 26th of January 2017.

The basics

According to Cosmetics Europe – the European trade association for the cosmetics and personal care industry – the EU cosmetics and personal care market is the largest in the world and it was valued at €77 billion retail sales price in 2015. The largest national markets for cosmetics and personal care products within the EU are Germany (€13 billion), United Kingdom (€12.5 billion), France (€11.3 billion), and Italy (€9.7 billion). At the EU level, there are approximately 45,700 specialist stores and 55,000 retail outlets selling cosmetic products, not to mention online stores, pharmacies and department stores where such products are available.

Briefly, cosmetics and personal care products play an essential role in our lives. They range from antiperspirants, fragrances, makeup and shampoos to soaps, sunscreens and toothpaste, cosmetics and personal care. See more information regarding the economic overview and socio-economic impact here.

As for Romania, in 2015 approximately 58 million RON were attributed to styling products , a value three times greater than 10 years ago. The market is maturing and has a bidder potential, especially since it has aligned with other European markets, in terms of trends and fashions.

And here we are

Our findings show that 93.2% of Romanian consumers have bought personal care and cosmetic products in the last month, with only 6.8% who say that they didn’t. The factors that influence the decision to buy such products come from the opportunity of use, the brand of the product(s), pricing and the benefits that the products come with.

Cosmetics and personal care

More specifically, 53.9% bought personal care and cosmetic products in the last week, 28.9% bought one to two weeks ago and 14.6% two weeks to one month ago. Only 2.5% said they bought these products between one and three months ago.

Cosmetics and personal care last time bought

Most Romanians buy their cosmetics and beauty products in store (54.7%). However, 43.5% admit to buying both in stores and online and 1.8% purchased personal care products only online. This shows that online channels for purchasing cosmetics and beauty products are expanding.

Channel for buying cosmetics

As for the types of products Romanians buy, skin care and hair care products are at the top, with 59.2% and 57.1% Romanians purchasing them. Also, perfumes (47.5%) and face care products (43.5%) are also purchased by consumers, followed by make-up and other specific products (2.3%).

Types of products

Nowadays, consumers are adopting a holistic approach to how they look and how they feel. Personal care products are blended in a lifestyle focused on good nutrition, sports and keeping one’s mind sharp.

Don’t miss Questia’s studies in the following weeks. Find out more about consumer behavior, attitudes and beliefs in regard to numerous topics, from banking to consumer goods, internet, leisure, marketing and retail in real time.