Soap bars and rganic surface-active products market in Romania

Earlier Report Observations

From 2018, the Romanian market for soap bars and organic surface-active products saw rising interest in natural and organic items. The emergence of local producers like SC EDANA SOAPART SRL and LAVENDERANNA SRL, offering handmade products with certified organic ingredients, reflected a shift in consumer preferences toward healthy and sustainable options. The COVID-19 pandemic in 2020 further boosted demand for natural health products, contributing to increased imports and laying the groundwork for market development.

In the following years, the natural trend continued, with investments in online sales and expansion of bio-product ranges. The growth of the organic soap segment led to higher local production and some import substitution, which resulted in a stabilization of market volume in physical terms but a rise in market value. By 2022, the market in value terms exceeded 51 million USD, supported by consumers increasingly valuing quality certifications and ethical production.

In 2023, market volume dropped to 23 653 t but recovered to 24 883 t in 2024. Meanwhile, market value maintained a slow climb, reaching 51.7 million USD in 2024, indicating sustained demand for higher-priced, quality products.

Production soap bars and rganic surface-active products in Romania

In value, 2017-2020, K $ US

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

In kind, 2017-2020, t

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

Exports soap bars and rganic surface-active products from Romania

Exports in kind, t

In 2020, Romania exported 5,037 tonnes of soap bars and organic surface-active products, marking a significant 11.0% increase compared to the previous year. Looking at the broader period from 2017 to 2020, exports grew by 24.3%, which translates to an average annual growth rate of 7.5%. The highest export volume was recorded in 2018 at 5,175 tonnes, following a substantial 27.7% increase that year. In contrast, 2019 saw the largest decline, with exports dropping by 12.3%.

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

Between 2017 and 2020, Bulgaria, Serbia, and Albania were the top destinations for Romania's exports of soap bars and organic surface-active products in terms of volume. Bulgaria accounted for 36.5% of exports, Serbia for 31.4%, and Albania for 9.8%. Together, these three countries represented 77.6% of Romania's total export flows during this period.

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 exports of soap bars and organic surface-active products reached a value of 11,789 thousand US dollars, up 8.7% from the previous year. Over the four-year span from 2017 to 2020, export value increased by 9.6%, with a compound annual growth rate of 3.1%. The peak value was achieved in 2018 at 12,977 thousand US dollars, driven by a 20.6% increase that year. However, 2019 experienced the largest decline, with export value falling by 16.4%.

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

From 2017 to 2020, Serbia, Bulgaria, and Albania remained the leading markets for Romania's exports of soap bars and organic surface-active products in value terms. Serbia held a 30.1% share, Bulgaria 29.8%, and Albania 11.5%. Collectively, these three countries accounted for 71.3% of Romania's total export value during this timeframe.

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 bars and rganic surface-active products to Romania

Imports in kind, t

Romania's imports of soap bars and organic surface-active products continued to rise for the third consecutive year. In 2020, imports totaled 31,964 tonnes, reflecting a robust 23.4% increase compared to 2019. Over the period from 2017 to 2020, import volume surged by 78.3%, with an average annual growth rate of 21.3%.

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

Between 2017 and 2020, Germany, Turkey, and Poland were the primary sources for Romania's imports of soap bars and organic surface-active products in terms of volume. Germany contributed 32.7% of imports, Turkey 29.4%, and Poland 11.5%. Together, these three countries made up 73.6% of Romania's total import flows during this period.

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

Romania's imports of soap bars and organic surface-active products increased for the third year in a row. In 2020, import value stood at 61,720 thousand US dollars, up 31.9% from the previous year. From 2017 to 2020, import value grew by 81.5%, with a compound annual growth rate of 22.0%.

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

Over the 2017–2020 period, Germany, Turkey, and Poland led as the top suppliers of soap bars and organic surface-active products to Romania in value terms. Germany accounted for 33.8% of imports, Turkey for 19.5%, and Poland for 10.0%. Their combined share reached 63.3% of Romania's total import value during these years.

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

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