After cars and phones, Romania will be exporting shampoos worth hundreds of millions of euros

American giant P&G, with almost 300 million euros in turnover in Romania, reprises Dacia's and Nokia's export model in the fast moving consumer goods industry, and could see its Urla]i plant in Prahova county reach half a billion euros in sales on medium term considering that the plant will supply 20 foreign markets.
"95% of production will go to the around 20 foreign markets we will supply with shampoos and conditioners made in Romania," said Luc Viaene, manager of the P&G plant in Urla]i.
The company will start exports from its new shampoo plant near Ploie[ti by the end of the year.
Romania thus joins the club of emerging countries with production facilities for fast moving consumer goods, becoming more than just an attractive market in terms of its size: the 22 million consumers lured in big FMCG multinationals to Romania, but none of their local facilities export more than 50-60% of their production at present.
In the first few years, the Urla]i plant could account for 400-500 million euros of P&G's regional sales, considering that local sales of P&G hair care products can be put at 20-30 million euros, and their share in the new facility's turnover will be just 5%.