Perfumes and toilet waters market in Romania

Earlier Report Observations

The Romanian perfume market began the period shaped by direct sales channels, with multi-level marketing (MLM) strategies accounting for a significant share of purchases in 2018, a year when the market size reached $122.8 million. The onset of the COVID-19 pandemic in 2020 slowed market growth as lockdowns and remote work reduced occasions for perfume use, though the market still edged up to $122.8 million after a dip to $117.7 million in 2019.

The market rebounded strongly to $147.3 million in 2021, a surge that occurred despite continued pandemic-related headwinds which shifted some consumer focus toward skincare and wellbeing products. A correction followed in 2022, pulling the market back to $137.3 million.

From 2023 onward, recovery was driven by returning tourism and more accessible pricing for original brands, helping lift the market to $155.1 million. By 2024, evolving consumer tastes favored natural ingredients, unisex scents, and personalized fragrances, underpinning further growth to $175.6 million, with the local luxury segment dominated by importers of international brands.

Production perfumes and toilet waters in Romania

In value, 2017-2020, K $ US

The market exhibited volatility during the observed period. In 2018, values reached their lowest point, then peaked in 2019 with a 1.7-fold increase between these years. In 2020, the output of perfumes and toilet waters in Romania was valued at 217.2 K $ US, representing a 23.3% decline from 2019. The maximum value of 283.4 K $ US was recorded in 2019, which also saw the largest increase of 71.3%.

Annual dynamics of production in Romania in value, 2017-2020, K $ US

In kind, 2017-2020, l

In 2020, Romania produced 3 062 liters of perfumes and toilet waters, a slight reduction of 3.0% compared to the previous year. Production increased by 60.2% between 2018 and 2020, equating to an annualized growth rate of 17.0%. The maximum volume of 3 158 liters was recorded in 2019, which also experienced the largest increase of 65.3%.

Annual dynamics of production in Romania in kind, 2017-2020, l

Exports perfumes and toilet waters from Romania

Exports in kind, K l

After a two-year uptick, deliveries of perfumes and toilet waters from Romania declined in 2020. Romania exported 211 K liters in 2020, down by 16.3% compared to 2019. Between 2017 and 2020, exports increased by 3.4%, with an annualized growth rate of 1.1%. The maximum volume of 252 K liters was recorded in 2019, which also saw the largest increase of 18.5%.

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

From 2017 to 2020, Bulgaria (50.2% of exports in kind), Moldova (15.3% of exports in kind), and North Macedonia (9.6% of exports in kind) formed the core of Romania's exports in kind, together accounting for 75.0% of total 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, M $ US

Exports of perfumes and toilet waters from Romania increased for the third consecutive year. In 2020, exports amounted to 35.4 M $ US, representing a 4.2% gain compared to 2019. Over the period 2017-2020, exports increased by 89.7%, with a compound annual growth rate (CAGR) of 23.8%.

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

Between 2017 and 2020, there was no single dominant market for perfumes and toilet waters in value terms. Bulgaria (28.5% of exports in value terms), Hungary (12.2% of exports in value terms), and Czechia (7.0% of exports in value terms) together accounted for 47.8% of total exports, while many smaller partners each held modest individual shares.

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

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

Imports perfumes and toilet waters to Romania

Imports in kind, K l

Romania's volume of perfumes and toilet waters imports increased for the second consecutive year. In 2020, Romania imported 1 604 K liters, a small gain of 1.2% compared to 2019. The minimum volume of 1 548 K liters was recorded in 2018, which also saw the largest decline of 5.2%. The largest increase of 2.4% occurred in 2019.

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

From 2017 to 2020, Poland (45.5% of imports in kind), Spain (8.7% of imports in kind), and Hungary (8.7% of imports in kind) formed the main cluster of markets for Romania's imports in kind, with a combined share of 62.9% of total 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, M $ US

The volume of perfumes and toilet waters imports to Romania increased for the third consecutive year. In 2020, imports reached 157.9 M $ US, marking a 4.3% increase compared to 2019. Over the period 2017-2020, imports increased by 32.4%, with a compound annual growth rate (CAGR) of 9.8%.

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

Throughout 2017-2020, Germany (19.1% of imports in value terms), Poland (17.5% of imports in value terms), and Czechia (16.3% of imports in value terms) played leading roles in imports of perfumes and toilet waters to Romania, jointly accounting for 52.9% 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