Deodorants and antiperspirants market in Romania

Earlier Report Observations

Between 2018 and 2020, the Romanian deodorants and antiperspirants market was shaped by regulatory frameworks and shifting consumer preferences. The market had already been experiencing growth, with major brands like Dove and Rexona reporting value increases of 12% and volume gains of 14%. This expansion was supported by the enforcement of EU-wide labeling rules and local cosmetic product laws, which standardized manufacturing and import requirements. However, in 2020, consumption was affected by COVID-19 mobility restrictions, leading to a temporary dip in import volumes as social interactions declined.

From 2021 onward, the market entered a phase of accelerated growth. Consumer demand increasingly favored natural and aluminum-free formulas, driven by health concerns and a desire for gentle skin care. Brands responded by launching long-lasting protection variants offering up to 48-72 hours of efficacy, catering to specific needs for both men and women. Simultaneously, stricter European labeling norms and heightened scrutiny over endocrine-disrupting substances reinforced trust in product safety, further stimulating market expansion. As a result, market size jumped from $39.6 million in 2021 to $42.7 million in 2022.

This upward trajectory continued through 2023 and 2024, with the market reaching $64.1 million by the end of the period. Production volumes also rose steadily, indicating stronger domestic output alongside growing imports. The established trends—natural product preference, regulatory clarity, and innovation in long-lasting formats—remained key drivers of market growth.

Production deodorants and antiperspirants in Romania

According to Faostat, there is no production of deodorants and antiperspirants in Romania.

Exports deodorants and antiperspirants from Romania

Exports in kind, K unit

In 2020, Romania exported 9 651 K units of deodorants and antiperspirants, marking a controlled decline of 9.7% compared to the previous year. Over the period from 2017 to 2020, exports decreased by 12.6%, which translates to an annualized rate of 4.4%. The largest increase occurred in 2019, with a rise of 6.0%.

Annual dynamics of product's exports from Romania in kind, 2017-2020, K unit

From 2017 to 2020, Bulgaria, Hungary, and Serbia formed the core of Romania's exports in kind, accounting for 29.8%, 15.8%, and 14.3% of the total, respectively. Together, these three countries represented 59.9% of all export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Romania in kind, 2017-2020

Exports in value, K $ US

In 2020, Romania's foreign supplies of deodorants and antiperspirants reached 21 276 K US dollars, showing a measured reduction of 8.8% year-over-year. Between 2017 and 2020, exports decreased by 8.4%, equating to an annualized rate of 2.9%. The lowest value was recorded in 2018 at 21 080 K US dollars, while the peak occurred in 2019 at 23 338 K US dollars. The largest decline was in 2018 at 9.3%, and the most significant increase was in 2019 at 10.7%.

Annual dynamics of product's exports from Romania in value, 2017-2020, K $ US

During 2017–2020, Bulgaria, Hungary, and Moldova were the principal destinations for Romania's exports in value terms, with shares of 24.8%, 20.2%, and 15.0%, respectively. Collectively, these three markets accounted for 60.0% of total export flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Romania in value, 2017-2020

Imports deodorants and antiperspirants to Romania

Imports in kind, K unit

Romania's imports of deodorants and antiperspirants increased for the third consecutive year in 2020, totaling 46 100 K units, up by 3.8% from the previous year. Over the 2017–2020 period, imports grew by 12.6%, which corresponds to an annualized rate of 4.0%.

Annual dynamics of product's imports to Romania in kind, 2017-2020, K unit

From 2017 to 2020, Romania's imports in kind of deodorants and antiperspirants were sourced from a wide range of partner countries. The United Kingdom, Poland, and Slovakia were key contributors, with shares of 23.6%, 13.8%, and 12.1%, respectively, but together they represented just 49.5% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Romania in kind, 2017-2020

Imports in value, K $ US

After two years of growth, Romania's imports of deodorants and antiperspirants declined in 2020, amounting to 53 230 K US dollars, a moderate fall of 8.3% compared to the year before. Between 2017 and 2020, imports increased by 6.4%, equating to an annualized rate of 2.1%. The highest value was recorded in 2019 at 58 034 K US dollars, and the largest increase occurred in 2018 at 14.1%.

Annual dynamics of product's imports to Romania in value, 2017-2020, K $ US

During 2017–2020, Romania's imports in value terms of deodorants and antiperspirants were distributed across numerous markets. The United Kingdom, Poland, and Slovakia were notable sources, accounting for 21.4%, 15.1%, and 11.3% of imports, respectively, but together they made up only 47.8% of total flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Romania in value, 2017-2020