Reveal Marketing Research study: Romanians are placing an increasing emphasis on natural cosmetic products – 45% consider them essential
Reveal Market Resources, Study No. 181
The latest study conducted by Reveal Marketing Research explores the behaviors and preferences of Romanian consumers regarding cosmetic products, with a focus on trends related to the use of natural products.
- 45% of Romanians consider it very important for the cosmetic products they use to be natural.
- The main criteria for choosing cosmetics are product efficacy (66%), natural ingredients (62%), and affordable price (60%).
- Aluminum (52%), parabens (47%), and sulfates (42%) are the most avoided ingredients in cosmetic products.
28% of Romanians always check if the products they purchase are natural, and when it comes to cosmetic products, 45% consider it essential for them to be natural
According to the latest study conducted by Reveal Marketing Research, Romanians associate a natural product with the absence of chemicals and preservatives (83%), with ecological and sustainable characteristics (41%), or with organic certifications (33%).
Regarding purchasing behavior, 55% of consumers claim they occasionally check whether the products they purchase are natural, 28% always do so, and 16% check rarely or never.
However, price is a significant barrier, with only 19% of Romanians willing to pay a higher price for natural products, while 60% would accept a price increase only if the difference is minimal.
In the field of cosmetic products, 45% of Romanians consider it very important for the products they use to be natural, with a higher proportion identified among parents with children under 18 years old (47% compared to 43% for those without children). Additionally, 37% of respondents consider this aspect important, while 14% take a neutral stance.
The main criteria for choosing cosmetics are product efficacy (66%), natural ingredients (62%), and affordable price (60%)
When evaluating how Romanians identify natural products, 91% claim they read the label, 25% rely on recommendations from acquaintances, influencers, etc., and 23% base their choice on the packaging design elements.
A closer look reveals that men tend to rely more on both recommendations (28% compared to 21% for women) and packaging appearance (27% compared to 18% for women). Additionally, recommendations are more frequently considered by young people aged 18-34 (32% compared to 25% for the entire sample).
Regarding the most important criteria for choosing cosmetic products, Romanians mention product efficacy (66%), natural ingredients (62%), and affordable price (60%).
People over 55 place greater importance on natural ingredients (70%), while young individuals aged 18-24 are more drawn to the brand (17% compared to 13% for the overall sample).
Aluminum (52%), parabens (47%), and sulfates (42%) are the most avoided ingredients in cosmetic products
Regarding Romanians’ familiarity with potentially toxic or controversial ingredients in cosmetic products, most are familiar with ingredients such as aluminum (found in deodorants) – 85%, sulfates – 81%, and parabens – 76%.
On the other hand, ingredients like phthalates (53%) and formaldehyde (38%) are not familiar to them at all.
Regarding cosmetic purchasing habits, the majority of Romanians state that they always or frequently avoid products containing ingredients such as aluminum (52%), parabens (47%), or sulfates (42%).
This tendency to avoid these ingredients is more pronounced among women, who are more attentive to their presence in cosmetic products, with the recorded percentages being approximately 10% higher compared to men for all three ingredients.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.
Reveal Market Resources, study no. 181: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.
Methodology: The Reveal Marketing Research study was conducted online during 08-12.01.2025, on a representative sample of individuals aged 18 and above, internet users, from urban areas. The sample size was 1002 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.