Soap and skin-washing preparations market in Romania

Earlier Report Observations

Between 2018 and 2020, the Romanian market for soap and skin-washing preparations was shaped by strong consumer preference for effective and skin-friendly formulas, with hypermarkets and discounters as the main sales channels. The COVID-19 pandemic in 2020 significantly boosted demand for hygiene products, leading to double-digit sales growth across all segments. This surge drove imports to 79 110 t in 2020, up from 53 492 t in 2018, and revitalized the liquid soap segment after years of stagnation. Manufacturers responded by launching new disinfectant and cleaning products adapted to the new needs.

In 2021, the Ministry of Health's Order No. 1761/2021 mandated the use of liquid soap with dispensers and single-use towels in healthcare facilities, creating sustained demand for professional cleaning products. By 2022, local production had reached 5 874 t, supported by major manufacturers like Procter & Gamble and Unilever operating plants in Urlați and Ploiești. Consumer trends toward reading labels and preferring natural ingredients further influenced the market, while imports remained high at 74 400 t, resulting in a market size of 69 169 t.

The market expanded to 77 329 t in 2023 as local production increased to 7 911 t. In 2024, production rose further to 8 310 t, but the market size slightly contracted to 76 506 t due to higher exports of 12 705 t. This period reflects a post-pandemic stabilization, with domestic manufacturing continuing to grow.

Production soap and skin-washing preparations in Romania

According to Faostat, there is no production of soap and skin-washing preparations in Romania.

Exports soap and skin-washing preparations from Romania

Exports in kind, t

Romania's exports of soap and skin-washing preparations have grown for the third year in a row. In 2020, exports reached 11 479 tonnes, showing a significant year-on-year increase of 14.1%. From 2017 to 2020, exports rose by 53%, with an average annual growth rate of 15.2%.

Annual dynamics of product's exports from Romania in kind, 2017-2020, t

Between 2017 and 2020, Bulgaria, Serbia, and Moldova were the top destinations for Romania's exports in volume. Bulgaria accounted for 27.5% of exports, Serbia for 22.2%, and Moldova for 12.7%, together making up 62.4% of total 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, M $ US

Romania's exports of soap and skin-washing preparations have increased in value for the third consecutive year. In 2020, exports totaled 29.0 million US dollars, a strong 15.4% rise compared to 2019. From 2017 to 2020, exports grew by 54.5%, equivalent to an annualized rate of 15.6%.

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

From 2017 to 2020, Bulgaria, Serbia, and Moldova were the main buyers of Romanian soap and skin-washing preparations by value. Bulgaria represented 23.6% of exports, Serbia 20.6%, and Moldova 13.0%, collectively accounting for 57.1% 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 soap and skin-washing preparations to Romania

Imports in kind, t

Romania's imports of soap and skin-washing preparations have risen for the third year in a row. In 2020, imports amounted to 79 110 tonnes, a 26.6% increase from 2019. Between 2017 and 2020, imports grew by 74%, with an annualized rate of 20.3%.

Annual dynamics of product's imports to Romania in kind, 2017-2020, t

During 2017–2020, Germany, Poland, and Turkey were the largest sources of Romania's imports by volume. Germany contributed 22.6% of imports, Poland 17.1%, and Turkey 14.4%, together making up 54.1% 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, M $ US

Romania's imports of soap and skin-washing preparations have increased in value for the third consecutive year. In 2020, import value reached 141.9 million US dollars, a sharp 32.0% jump from 2019. From 2017 to 2020, imports rose by 75.6%, with an average annual growth rate of 20.6%.

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

From 2017 to 2020, the distribution of import sources by value was relatively dispersed. Germany accounted for 24.0% of imports, Poland for 11.7%, and Turkey for 10.8%, together representing 46.5% of total flows, with no single partner emerging as clearly dominant.

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

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