Summary of Deodorant Consumption in Romania
Findings
The majority of Romanian consumers prefer classic deodorants over dermato-cosmetics and antiperspirants.
Effectiveness, pleasant scent, and long-lasting protection are key factors influencing deodorant choice.
There are notable differences in deodorant preferences between genders and age groups.
Hypermarkets and supermarkets are the primary purchase channels.
Key Takeaway
Romanian deodorant consumers prioritize functionality and affordability, with a growing interest in specialized products like dermato-cosmetics.
Trend
A gradual shift towards more specialized deodorant products, driven by increasing consumer awareness of skincare and personal hygiene.
Consumer Motivation
Consumers seek deodorants that effectively mask body odor, provide long-lasting protection, and are gentle on the skin. Price is also a significant factor.
What is Driving the Trend
Rising consumer awareness about personal care, increased disposable income, and the influence of marketing on product perception.
Who Are the People
Romanian consumers, primarily adults, with a focus on urban populations.
Description of Consumers Product or Service
Deodorants, including classic, dermato-cosmetic, and antiperspirant varieties.
Age
The study covers a wide age range, from 18 to 65, but specific age-related preferences are noted.
Conclusions
The deodorant market in Romania is dominated by classic products, but there is potential for growth in the dermato-cosmetic segment. Effective marketing and wider distribution of specialized products could drive market expansion.
Implications for Brands
Focus on product efficacy and consumer education.
Expand distribution channels for specialized products.
Develop products tailored to specific consumer segments (e.g., gender, age).
Emphasize natural and hypoallergenic ingredients to appeal to health-conscious consumers.
Implications for Society
Increased consumer awareness of personal hygiene and body odor management. Potential for positive impact on social interactions and self-confidence.
Big Trend Implied
The growing emphasis on personal care and well-being, as well as the increasing demand for specialized and personalized products.
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