EASTERN EUROPE’S SLOW BUT STEADY GROWTH A WORLD AWAY FROM POST-COMMUNIST GROWTH HEYDAY

MANY personal care product markets in eastern and central Europe are growing slowly, with incremental growth being tapped especially by major international brands who have squeezed out local players with their solid pricing and reliable quality. But with natural cosmetics rising in popularity, there is still space for innovative smaller players with sufficient local roots and knowhow to appeal to consumers in what remains an extremely diverse region in terms of culture and consumer habits. Romania’s personal care product sector is a case in point. In 2015, ...


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