Shaving preparations market in Romania

Earlier Report Observations

The market size for shaving preparations in Romania, measured in value, contracted from $9.2 million in 2018 to $8.6 million in 2021, before recovering strongly to reach $10.3 million by 2023 and stabilizing at $10.4 million in 2024. The initial decline coincided with the COVID-19 pandemic, which indirectly shifted consumer focus towards hygiene and skin-soothing products. The subsequent growth was supported by evolving consumer preferences, including a rising interest in professional-grade and specialized formulations used in salons and barbershops, as well as products designed for sensitive skin that offer hydration and reduce irritation.

Domestic production value increased from $1.0 million in 2018 to $1.3 million in 2024, reflecting a response to the demand for more tailored shaving solutions. Imports, a major component of market supply, fluctuated but trended upward from $14.1 million to $15.8 million over the period, indicating sustained consumer reliance on international brands. The market's expansion in value terms was further fueled by dermatologists' recommendations for post-shave care and a growing consumer awareness of products that prevent discomfort, aligning with the broader trend towards specialized personal care.

Production shaving preparations in Romania

In value, 2017-2020, K $ US

In 2018, Romania's output of shaving preparations was valued at 995 thousand US dollars, marking a sharp year-on-year decline of 26.1%.

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

Exports shaving preparations from Romania

Exports in kind, K unit

In 2020, Romania's exports of shaving preparations totalled 4,019 thousand units, representing a 13.7% increase from 2019. The largest decline occurred in 2019, at 0.3%. Over the period from 2017 to 2020, exports grew by 19.9%, which translates to an annualized rate of 6.2%.

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

From 2017 to 2020, the largest buyers of shaving preparations from Romania in terms of volume were Bulgaria, accounting for 23.4% of exports, Serbia with 20.8%, and Bosnia and Herzegovina at 12.2%. Together, these three countries made up 56.4% of total exports in kind.

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

Shaving preparations exports from Romania declined for the third consecutive year. In 2020, the export volume reached 4,818 thousand US dollars, reflecting a 7.0% drop compared to the previous year. Between 2017 and 2020, exports decreased by 20%, equivalent to an annualized rate of 7.2%.

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

Between 2017 and 2020, Bulgaria, Serbia, and Moldova were the main destinations for Romania's shaving preparations exports in value terms. Bulgaria contributed 27.1% of exports, Serbia 17.0%, and Moldova 15.1%, together accounting for 59.2% of total export value.

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

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

Imports shaving preparations to Romania

Imports in kind, K unit

Imports of shaving preparations into Romania declined for the second consecutive year. In 2020, imports reached 33,922 thousand units, showing a slight reduction of 1.6% from 2019. The maximum value was recorded in 2018 at 36,403 thousand units. The largest decline occurred in 2019, at 5.3%, while the largest increase was in 2018, at 9.8%. Over the 2017-2020 period, imports increased by 2.3%, with an annualized rate of 0.8%.

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

From 2017 to 2020, Belgium remained the primary source for imports in kind, capturing 74.5% of total flows, with the rest distributed among various smaller markets.

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

Imports of shaving preparations into Romania declined for the second year in a row. In 2020, Romania imported approximately 12,302 thousand US dollars worth of shaving preparations, indicating a slight drop of 2.3% from the previous year. The maximum value was recorded in 2018 at 14,130 thousand US dollars. The largest decline was in 2019, at 10.9%, while the largest increase occurred in 2018, at 5.8%. Over the 2017-2020 period, imports decreased by 7.9%, with a compound annual growth rate of -2.7%.

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

Between 2017 and 2020, the largest suppliers of shaving preparations to Romania in value terms were Belgium, accounting for 28.4% of imports, Italy with 17.5%, and Slovakia at 15.5%. Together, these three countries formed 61.4% of total import value.

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

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