Toilet soap bars and impregnated materials market in Romania

Earlier Report Observations

The Romanian market for toilet soap bars and impregnated materials saw substantial expansion from 2018 to 2021, with volume rising from 13 015 t to 20 925 t. This growth was primarily driven by a marked shift in consumer preferences toward natural and organic products containing bio-ingredients, which spurred the emergence of local brands like Dacic Soap. Concurrently, the development of the antibacterial soap segment, significantly accelerated by the COVID-19 pandemic in 2020, led to a surge in demand for hygiene products for both household and professional use.

Following the 2021 peak, market volume contracted to 18 226 t in 2022 and stabilized at around 18 127 t in 2023. During this period, consumer interest remained focused on products with neutral pH, gentle formulas, and sustainable packaging, though the overall market adjusted after the post-pandemic demand spike.

In 2024, the market recovered to 20 421 t, nearing the high levels seen earlier in the period, as the sustained preference for natural variants and efficient hygiene products continued to shape demand.

Production toilet soap bars and impregnated materials in Romania

In value, 2017-2020, K $ US

In 2018, the output of toilet soap bars and impregnated materials in Romania reached its peak at 733.3 thousand US dollars. This was followed by a decline to 648.4 thousand US dollars in 2019, marking the lowest value in the period. In 2020, production recovered slightly to 716.7 thousand US dollars, but still showed a year-over-year decrease of 11.6% compared to 2019.

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

In kind, 2017-2020, t

In 2020, Romania produced 755.0 tonnes of toilet soap bars and impregnated materials, representing a 3.8% increase from 2019. Over the period from 2017 to 2020, production grew by 3%, which translates to an average annual growth rate of 1.0%.

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

Exports toilet soap bars and impregnated materials from Romania

Exports in kind, t

In 2020, Romania's exports of toilet soap bars and impregnated materials totaled 4 808 tonnes, up 9.1% from the previous year. The highest export volume was recorded in 2018 at 4 957 tonnes, which saw a significant increase of 25.8% compared to 2017. However, exports dropped by 11.1% in 2019 before rebounding in 2020. Overall, from 2017 to 2020, exports increased by 22%, with a compound annual growth rate of 6.9%.

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 toilet soap bars and impregnated materials in volume terms. Bulgaria accounted for 37.0% of exports, Serbia for 32.5%, and Albania for 9.9%, together making up 79.4% 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, K $ US

In 2020, Romania's exports of toilet soap bars and impregnated materials in value terms amounted to 11 198 thousand US dollars, a modest increase of 5.8% from 2019. The peak value was reached in 2018 at 12 450 thousand US dollars, which represented a 20.4% rise from 2017. Exports then fell by 15.0% in 2019 before recovering in 2020. Over the 2017-2020 period, exports grew by 8.3%, with a compound annual growth rate of 2.7%.

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

From 2017 to 2020, Serbia, Bulgaria, and Albania remained the primary buyers of toilet soap bars and impregnated materials from Romania in value terms. Serbia accounted for 31.2% of exports, Bulgaria for 30.5%, and Albania for 11.8%, collectively representing 73.5% 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 toilet soap bars and impregnated materials to Romania

Imports in kind, t

Imports of toilet soap bars and impregnated materials into Romania grew for the third consecutive year in 2020, reaching 24 545 tonnes, a 22.0% increase from 2019. Over the period from 2017 to 2020, imports surged by 68%, with a compound annual growth rate of 18.9%.

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

During 2017-2020, Germany, Turkey, and Poland were the main sources of imports in volume terms for Romania. Germany contributed 39.8% of imports, Turkey 28.6%, and Poland 9.6%, together accounting for 78.0% 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

Imports of toilet soap bars and impregnated materials into Romania continued to rise for the third year in a row in 2020, totaling 42 292 thousand US dollars, a significant increase of 20.9% compared to 2019. From 2017 to 2020, imports grew by 51.8%, equivalent to an annualized rate of 14.9%.

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

In the 2017-2020 period, Germany, Turkey, and Poland were the leading sources of imports in value terms for Romania. Germany made up 41.7% of imports, Turkey 20.7%, and Poland 8.6%, with their combined share reaching 70.9% of total import flows.

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

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