Avertisment pentru producătorii români de cosmetice. Vânzările K-Beauty cresc cu peste 10% anual în marile lanțuri de hypermarketuri. Studiu de caz Kaufland - Economica.net

Korean beauty products are gaining popularity in Romania, especially among Generation Z, with 40% preferring them over local brands. Kaufland has expanded its K-beauty offerings, seeing significant growth in this category. The retailer's local team is directly sourcing these products, anticipating continued demand. A recent study shows Romanian women spend around 200 lei monthly on beauty products, prioritizing personal needs over brand names. While local products are still favored by 40% of women, Korean cosmetics are the top choice for Gen Z. Additionally, 73% of this generation is aware of affordable alternatives to premium products.